Why Data Partnerships Are the Future of Connected Media
Published March 2025
In 2025, commerce, media, and CRM are increasingly converging, ushering in the age of hyper-connected media. With this trend afoot, second-party data is becoming a crucial lever to create more meaningful customer segments and experiences.
Second-party data enables more personalized and seamless customer, media, and commerce experiences. By building strong data partnerships, brands are able to enrich the way they understand customer needs and preferences, which ultimately strengthens relationships and drives engagement.
Having an ethical, privacy-compliant approach to personalization will strengthen brand loyalty across all connected media touchpoints.
