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1st Party Data Decay: Recency & Effectiveness
January 18, 2023
Brands are increasingly feeding 1st party data into paid advertising, realising the benefits of exclusion, inclusion & look-a-like audiences. Campaigns see initial benefit from 1st party audiences however this is closely followed by a decay in relative performance unless the data feed refreshed on a regular basis. This dynamic is a strong justification for brands to automate 1st party audience updates enabling them to sustain performance benefits ongoing.