In his Forbes article, Daniel Heer, CEO and Founder of Zeotap, outlines One Decade, Four Data Revolutions in marketing. Starting in 2005 with contextual data—where ads were served based on webpage content—marketing evolved through the rise and fall of third-party data, followed by the dominance of first-party data collected directly from customers. Today, we are in the era of intelligent customer data, leveraging AI and unified identity resolution to create accurate, privacy-compliant customer profiles. Zeotap’s technology supports this shift by enabling brands to harness rich, actionable data for personalized, effective marketing strategies.

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