Publishers, social platforms and commerce media networks are staking their claim to first-party data

That perception is correct — first-party data does offer unparalleled precision and trust — though it takes a narrow view, overlooking the fact that this has also been quietly unfolding among publishers, commerce media networks and social platforms. These players also sit on troves of rich, compliant first-party data. As the market moves toward greater fragmentation, signal loss and scrutiny, the time has come to realize the value of that data — not only for buyers, but for social and commerce media networks as well as media owners themselves.

First-party data is taking on a broader, more strategic role

The industry’s first wave of first-party data usage largely focused on targeting. Today, the most meaningful opportunities arise from tapping into its full-cycle potential — leveraging data to inform planning, power activation, guide optimization and enable more complete measurement in a continuous feedback loop.

At the outset, first-party data offers publishers, commerce media networks and social platforms deeper insight into their audiences for planning purposes. Which cohorts are trending? Where is attention shifting? What are the new consumption patterns emerging across content, commerce and context? Understanding these dynamics allows them to shape inventory, pricing and product strategies in smarter, more differentiated ways.

In activation, first-party data is no longer just a means of improving precision. It’s about enabling new modes of reaching valuable audiences. Among Nexxen’s clients, there is growing interest in curated marketplaces and direct deals rooted in proprietary audience segments. And with the advent of clean room integrations and privacy-safe matching, these environments allow data to move without being exposed, offering greater control, compliance and competitive advantage.

On the back end, first-party data also powers more complete and trusted measurement, as matching owned-and-operated behavior with open internet activity creates a fuller picture of campaign performance. For publishers, networks and platforms under pressure to prove value, this level of transparency can be a meaningful tool for retention and growth.

What’s at stake — and what’s possible

This is not just a technical shift; it is a strategic one. For commerce media networks — which encompass sectors including retail, finance and travel — on-site ad opportunities are inherently limited. Shoppers may visit once a week, but consumers browse the open internet daily. The extension of first-party data into broader environments enables full-funnel influence, increasing reach without sacrificing relevance. As McKinsey recently noted, commerce media networks are “expanding beyond retail,” using first-party transaction and loyalty data to deliver targeted ads off‑site (with eMarketer predicting off‑site placements growth at more than twice the rate of on‑site channels through 2026).

Publishers, meanwhile, are seeking sustainable models in an era of tightening margins and shifting traffic sources. By tapping into the contextual richness embedded in their first-party data — looking at how, when and where audiences engage — publishers can build privacy-resilient, high-performance offerings that go beyond basic targeting. Take Dotdash Meredith’s D/Cipher: Powered by insights from 48 brands, it now handles more than 30% of the publisher’s direct buys — expanding into third-party inventories and delivering superior cookie-free targeting. Contextual signals bolster intent accuracy, making scale — and monetization — more sustainable in today’s fragmented media landscape.

And for social platforms (beyond the dominant few), data can help level the playing field. First-party insights can fuel their offerings, enable cross-platform targeting and deepen understanding of user behavior, both on- and off-platform.

The infrastructure imperative

Of course, realizing this potential requires the right infrastructure: from interoperable systems and secure upload mechanisms to transparent measurement standards and clear incentives for collaboration across the ecosystem. The foundations are already laid; the question now is not whether publishers, platforms and networks can play a more central role in the data economy — it’s whether they will.

First-party data isn’t just an asset for brands; it’s an asset for every stakeholder in the media landscape. The second wave of data innovation must recognize that, ensuring those who generate attention and engagement are equally empowered to shape its value.

Partner insights from Nexxen