The Rise of First-Party Data — How Is It Rewriting Retail's Business Model?
As cookies exit the stage, brands that master first-party data are redefining customer acquisition cost
After third-party cookies fully exit the stage, the biggest anxiety for retail brands isn't "ads getting more expensive" — it's "no longer being able to see their own customers." Brands that used to rely on platform-side data for ad placement are now forced to look back and take stock of how much first-party data they actually hold — and whether that data can truly be converted into revenue.
We're seeing a clear dividing line emerge: brands that can connect member behavior, transaction records, and browsing trails are seeing their customer acquisition cost drop, while brands still buying platform traffic keep watching their CAC (Customer Acquisition Cost) get eaten away by inflation.
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