While most organizations have some first-party data today, it is critical to collect even more as it becomes the fuel for advertising in the future. To achieve this, the unknown visitors on your website, owned channels, and point of sale are the low-hanging fruit. Start by tagging your site with a first-party identity resolution service. This type of tag will use a first-party cookie that you can then link to consumer identity signals in your CRM, such as email, mobile numbers, or name and address for existing customers and a broader audience of prospective customers.

In this video blog, Beth Billingsley discusses how to collect more first-party data by creating a value exchange for your customers. Want to learn more? Download our report, The Future of Identity here.