First-Party Data

Data that brands, publishers and retailers collect about their users from their own sources (e.g., websites, smartphone apps, customer surveys, CRM databases, etc.).

IAB Europe's Guide to sponsored products

Retail Media in Europe is booming – growing at nearly four times the rate of the total ad market. In 2023 alone, retail media spend surged by 22.1%, compared to a 6.1% increase in the overall ad industry. And at the heart of this momentum? Sponsored Products.

First-Party Data

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