SAN JUAN, PR – Consumers divide their time spent with media among a growing variety of connected devices, channels and apps, challenging advertisers to obtain a holistic view of people’s behaviors. First-party data that comes directly from consumers don’t provide this insight.

“People should know as it relates to first-party data and identity is that they are inherently not the same,” Shelby Saville, chief investment officer at Publicis Media US, said in this interview with Beet.TV contributor Rob Williams at the Beet Retreat San Juan.

“First-party data is really what you know about your customer. You only know the relationship they have with you,” she said. “Identity is getting to what they are and what they care about as a human being.”

Stricter privacy laws give people more control over how their personal information is gathered, shared and stored. These regulations and the threats of fines have pushed brands to test a newer class of identifiers that protect personally identifiable information while also helping marketers to improve their ad targeting.

“To know whether or not your advertising is being seen is to really first understand your first-party data,” Saville said. “Do you have an understanding of what drives your business and what kind of actions and information you need from a consumer in order to continue the robust targeting and the great messaging that you’ve done?”

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