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Why owned channels are coming to the fore
Data managementPaid, owned, earned integration
Privacy regulations mean brands are doubling down on first-party data from owned channels, but to understand its full potential they must first agree on a definition and metrics.
Why it matters
Owned channels are coming to the fore as marketers see a greater need to be more in control of consumer interactions. Strategies are moving away from data gleaned on paid campaigns via third-party media and towards achieving a better understanding of consumers through their interactions on first-party sites.