First-party data (1PD) has long been one of the most valuable assets for businesses seeking to understand and engage customers on a deeper level. However, a growing tension has emerged: while consumers increasingly value control over their digital footprint and data privacy, they still expect a high degree of personalisation in the ads they see.
For brands, navigating this balance is critical. First-party data (1PD), collected directly from customers, provides invaluable insights into consumer behavior and preferences. To effectively collect and activate this data, brands must consider key technologies, including cookies, CRM systems, and emerging solutions like clean rooms. In this resource, the IAB New Zealand Data, Privacy & Measurement Council explores the impact of these technologies on media and offers guidance on how brands can leverage them strategically.
Thank you to the following members of the IAB New Zealand Data, Privacy & Measurement Council
for their work creating this resource:
Travena Addenbrooke, Marketing Transformation & Gen AI Lead Spark NZ
Sam Burns, Digital Director OMD
Anita Greenfield, Head of Product Consultancy & Content GroupM
Emily Isle, Chief Digital Officer MBM
Grisha Kiselev, Senior Researcher Stuff
Qassem Naim, Founder Team Circle
Greg Varley, Programmatic & Data Manager Trade Me
Sarah Vosloo, Head of Digital Performance, Spark Foundry
Trent Wooster, NZ Country Lead XPON
If you’re an IAB New Zealand Member, you can download this resource here
For further information or to become an IAB New Zealand Member, please get in touch.
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