As privacy laws tighten and third-party cookies fade, brands must shift to first-party data strategies. This white paper from Teradata argues that first-party data—captured directly and ethically—enables more accurate, real-time, personalized engagement across channels. Unlike third-party solutions, it supports identity resolution, better compliance, lower latency, and long-term value. A strong first-party approach improves customer insights, marketing decisioning, personalization, and journey management, ensuring future-ready, respectful digital experiences and deeper customer relationships.

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