First-Party Data Underpins Audience Measurement for Brands: Mastercards Scott Lichtenthal Beet.TV [Video]

AMENIA, N.Y. – Marketers are collecting as much information as they can from customers, especially those who consent to sharing details about what they buy. This first-party data is a valuable resource that can help with measuring audiences and the ability to reach them effectively.

“There is no world where first-party data is not important for measurement,” Scott Lichtenthal, senior vice president of advanced analytics products at payments giant Mastercard, said in this interview with Julian Zilberbrand on behalf of Beet.TV at the Beet Retreat Berkshires.

“We really need to be leveraging permissioned first-party data to get effective measurement,” Lichtenthal said. “You can’t run an effective media strategy without effective measurement. The future of the world is first-party data.”

Cookie Status Quo

Google’s decision to stop proceeding with a plan to get rid of tracking cookies in its popular Chrome browser won’t have a major effect on Mastercard, Lichtenthal said.

“It has more impact on my milk consumption than it does my …