First-party data is a valuable asset, but on its own it only offers a limited view of customers based on direct interactions. Consumers regularly engage with multiple brands, including partners and complementary services. By collaborating and securely combining data, brands can gain a more complete understanding of shared audiences, unlock synergies, and improve advertising performance. These partnerships enable more relevant and effective campaigns, such as co-branded offers from credit card providers and their brand partners, that target joint customers with greater accuracy and value.

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