about this book
First-Party Data Activation was written for marketing leaders seeking a strategic guide to first-party data in an environment shaped by evolving privacy standards and diminishing reliance on third-party cookies. It begins by introducing essential concepts—what first-party data is, how privacy-centric marketing works, and why these elements matter—and then moves into frameworks for modernizing your data platform and activating campaigns. You’ll also find discussions of more advanced topics, such as data clean rooms and generative AI, presented at a leadership level rather than as code-centric tutorials. Throughout, real organizational examples and best practices highlight common challenges and solutions.
Who should read this book
Whether you’re a CMO, VP of Marketing, Director, or marketing operations lead, this book provides the strategic context to build and refine a first-party data ecosystem. It also benefits data and analytics professionals responsible for designing scalable data architectures that support marketing, and it indirectly benefits compliance and privacy professionals by providing a clear understanding of the marketing context surrounding data privacy and governance. The emphasis is on frameworks and decision-making rather than deep technical details, making it accessible to those without a programming background.
How this book is organized: A road map
This book is divided into three parts, covering nine chapters in total.