Posted Feb 26, 2025
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2 min read
How Is Commerce Media Data Considered First-Party? Isn't It Owned By The Retailer Rather Than The Brand?
The definition of first-party data implies that whoever is using the data in question has a direct relationship with the consumer. In the case of retail media, this entails that retailers have gotten consent or permission from the consumer to use their data for promotional purposes such as marketing.
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