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Solutions to accessing and managing first-party data were among the planned announcements and conversations at the 2024 Cannes Lions International Festival of Creativity.

Why it matters: While M&A talk appears to be at a lull this year, data partnerships are plentiful.

State of play: Dotdash Meredith, owner of People, Better Homes & Gardens and other publications, is among the partners working with Amazon Publisher Cloud to analyze first-party signals, company executives shared Wednesday in an Axios-moderated panel.

Instacart announced on Monday a partnership with YouTube in which its first-party retail media data will power shoppable ads on the video platform.

Yahoo's demand-side platform will integrate with media measurement firm VideoAmp, Yahoo Advertising announced last week.

Uber discussed its partnership with ad tech firm Criteo in a session at the Uber Villa titled "How First-Party Data is Revolutionizing Retail Media."

Media tech veterans Adam Helfgott and Jesse Redniss last week unveiled Precise.AI as a new platform for managing first-party data.

The big picture: The push to access first-party data comes as a necessity with the deprecation of internet-tracking cookies and other third-party signal losses.

Lindsay Van Kirk, senior vice president and general manager, D/Cipher at Dotdash Meredith, told Axios that using first-party data to run ads in intent-driven and contextual environments delivers more effective ads.

"When you bring the marketer and the publisher and the data sources closer together in a collaborative way, you get a much better outcome than trying to keep everyone at arm's length through a lot of the ad tech ecosystem," said Van Kirk.

What we're watching: Platforms like Instacart and Uber have grown ad businesses in part by touting their first-party data.

Instacart's vice president of ads product Ali Miller told Axios that the grocery delivery app has sought to make the web more shoppable and measurable.

"Brands, agencies, advertisers across the board have really been looking for ways to drive more durable, more privacy-safe and more actionable advertising," Miller said. "Retail media can be a partner in this by having transactions that actually happen on our platform."

Ad industry seeks out first-party data partners

Deprecation of internet-tracking cookies has fueled demand.

Three people sitting on stools in front of a wooden sign that says Dotdash meredith

Axios' Kerry Flynn, Amazon's Brian Tomasetti and Dotdash Meredith's Lindsay Van Kirk. Photo: Pere Lloveras - Circular Comunicació

Advertising

Solutions to accessing and managing first-party data were among the planned announcements and conversations at the 2024 Cannes Lions International Festival of Creativity.Why it matters: While M&amp;A talk appears to be at a lull this year, data partnerships are plentiful.

Ad industry seeks out first-party data partners

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