The push toward first-party data has accelerated since 2018, driven by GDPR, Apple’s Intelligent Tracking Prevention, and the decline of third-party cookies. As regulation evolves, advertisers increasingly rely on first-party data to stay effective. InfoSum has worked with organizations at different stages of this journey and seen how many begin with small, practical steps. While each company’s path is unique, a structured 12-month data collaboration plan can help turn data into value. This includes implementing a data clean room, allocating the right team resources such as data scientists, marketers, and legal experts, and aligning efforts with overall business and compliance strategies.

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