Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
How CMOs Use First-Party Data Exchanges
With third-party cookies crumbling, CMOs are turning to first-party data exchanges—where brands share anonymized customer data with partners in a privacy-compliant way. Lucas and Luna break down how Procter & Gamble and Unilever have built these 'clean rooms' to pool purchase data without exposing individual identities. They explore the numbers: a typical CPG exchange can lift return on ad spend by 15 to 25 percent by enabling better targeting and measurement. They also discuss the challenges—data governance, competitive tension, and the need for a neutral third-party operator. If…
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