welcome

Thank you for purchasing the MEAP for First-Party Data Activation. We’re excited you’re here. If you picked up this book, chances are you’re asking yourself some pretty fundamental questions about marketing today. Questions like: What does the modern marketing tech stack even look like anymore? What do we, as marketing leaders, need to know? And how do we actually prepare ourselves – and our teams – for this breakneck, AI-driven era that’s already upon us? These questions are both valid and critical because the marketing landscape has become a whirlwind. The old certainties? They’re fading fast. Third-party data? Becoming harder and harder to rely on. Privacy regulations? Rightfully getting stricter and stricter. And then there’s AI—suddenly shifting from a distant possibility to an active force reshaping our entire landscape. It’s a lot to navigate. We get it. As martech professionals, working with all sorts of companies, big and small, we’ve seen these shifts firsthand. And that’s when we started to realize, more and more, that the answer, the real opportunity, lies in something surprisingly straightforward: first-party data.