How to run campaigns on first-party data — even if you don’t have [enough of] your own

First-party data is often positioned as the ultimate solution for cookieless targeting — offering an alternative that’s accurate, highly relevant, and privacy-compliant. But what if you don’t have enough of it to inform an entire campaign? Or it’s not quite ready to be deployed?

The good news is that you don’t need to wait. Today’s adtech and martech ecosystems offer a range of options to supplement or replace first-party data, ensuring brands can run effective campaigns now while building out their long-term data strategy.

What to do if your brand lacks first-party data or wants to enhance what you already have

There are several options here — from classic methods to an emerging data source that’s currently picking up a lot of steam. We’ll lay these out for you — including how you can get access to this data and activate it — throughout this section.

Traditional data providers

Data vendors, also known as data brokers, have long been a staple for advertisers looking for scale. These companies collect and aggregate consumer data from third-party sources, offering datasets segmented by behavior, demographics, or interests. While these datasets are widely available, they come with caveats:

• Data quality: Third-party data can be outdated or inconsistent, especially as browser and platform restrictions (like GDPR or Apple’s ATT) make tracking harder.

• Ethical concerns: The sourcing of data is sometimes unclear, raising questions about its compliance with privacy regulations.

• Questionable accuracy:  Data brokers often handle information that has passed through multiple intermediaries, which can compromise its accuracy.

While traditional brokers can still play a valuable role, especially in broad awareness campaigns, they’re increasingly being supplemented — or replaced — by “cleaner”, more transparent alternatives.

Panel data providers

Panel data providers curate smaller but highly qualified datasets by recruiting individuals to participate in surveys, tracking, or behavioral studies. These datasets offer deep insights into niche audience segments and are valuable for targeted campaigns. 

While the reach may be limited, the precision makes this an excellent option for advertisers focused on specific personas or product categories.

Classified ads platforms

Online marketplaces like Craigslist, Gumtree, or Leboncoin, are increasingly monetizing their audience data. These platforms collect detailed information about user behavior, such as browsing and posting habits, which can help advertisers reach highly intent-driven audiences. 

While not as mainstream as retail media networks, classified platforms can offer valuable opportunities for targeting niche markets or regions.

Financial media networks

Financial institutions like JPMorgan Chase in the U.S. and Boursorama in France are starting to monetize their audience data. These networks provide advertisers with insights into high-value customer segments based on spending behaviors, financial interests, and purchasing trends. 

This emerging data source is particularly effective for campaigns targeting affluent or investment-focused audiences.

Retail media networks

Retail media networks are becoming an essential part of the martech landscape. These platforms, run by companies like Amazon, Walmart, or other niche solutions, offer first-party data collected directly from their own customers. This is particularly valuable because retailers inherently understand their customers’ purchasing behaviors, offering insights into intent and preferences. In addition, this data is typically higher quality because it comes directly from the retailers themselves, who collect it as customers shop within the context of their usual routines.

Channels for collaborating with data vendors and retail media networks and activating this data

If you’re ready to explore these options, there are several ways to get started:

Direct partnerships: Brands can approach retail media networks or data vendors directly to establish collaborations. For example, Amazon Advertising allows brands to integrate with its self-serve DSP, while Walmart Connect offers managed and DIY campaign capabilities. One drawback here is fragmentation: It can be cumbersome to manage all these separate platforms. 

Agency collaboration: Many advertising and media agencies have pre-existing relationships with data providers or retail media networks. Partnering with an agency can streamline the process, providing access to high-quality datasets and expertise in activation.

Platforms with integrated access: Some data collaboration platform providers offer access to retail media data within their partner ecosystems. These platforms simplify the onboarding process, allowing brands to access data, build audiences, and launch campaigns without dealing with multiple intermediaries. They are also ideal for cases where brands want to enhance their first-party data by combining it with additional data. This is due to their neutrality — unlike some of the provider-supported platforms outlined above, they don’t cater to the interest of the data provider.

DSP integrations: Demand-side platforms like The Trade Desk or Google’s Display & Video 360 increasingly allow advertisers to connect directly to external data sources or retail media networks. This integration enables seamless targeting and measurement within a single platform. However, this approach has limitations. DSPs primarily rely on third-party cookies for data, leading to a heavy bias toward Chrome users, which may skew campaign reach and effectiveness. Additionally, DSPs are not as neutral or secure as alternatives such as data clean rooms and often lack the infrastructure to activate first-party data effectively.

How to get started

If you’re ready to embrace cookieless advertising but aren’t sure where to start, here’s a roadmap:

1. Assess your needs: Determine whether you want to enhance your first-party data or rely entirely on external sources for now.
2. Choose the right partners: Evaluate retail media networks, data clean rooms, and other data providers based on the quality and compliance of their offerings.
3. Invest in the right tools: Platforms like Decentriq provide both sourcing and activation tools, making them a convenient choice for advertisers looking to streamline operations.
4. Run small tests: Start with pilot campaigns to gauge the effectiveness of supplemental data before scaling your efforts.
5. Build for the future: While you work with external data, continue investing in your first-party data strategy to ensure long-term resilience in the evolving landscape.

The first-party future is no longer a theoretical challenge — it’s here. But with robust alternatives like retail media networks and data clean rooms, brands can run effective campaigns without waiting for their first-party data strategy to mature. By taking advantage of these tools and partnerships now, your brand can stay competitive and build a future-proof foundation.

See it in action

Check out this case study to learn how a leading luxury car brand achieved impressive results with a campaign based on data provided by a data partner.