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First-Party Data Strategies in Commerce Media: An Industry Analysis

Commerce media organizations face unprecedented challenges and opportunities as they navigate the evolving landscape of first-party data utilization. Most organizations are at least somewhat confident in their data collection capabilities, but the results of the study suggest that they still struggle to put that data to work. This report explores how commerce media professionals are collecting, deploying, and planning to evolve their first-party data strategies across advertising, marketing, and retail media applications.