As first-party data becomes increasingly critical to brands’ success, more and more marketers are using the insights gathered from their first-party data analysis to set CTV campaigns into motion.

From retailers to brands and agencies, with proper segmentation tools, they’re dividing their audiences into segments that show a high propensity to engage and reaching out to them via CTV ads.

In this explainer guide, Digiday's sister brand, Modern Retail and MNTN put a lens onto the strategies marketing teams are using to make the most of first-party audience data. Download it to learn:

How CTV first-party data collection works
What CTV first-party data analysis changes about CTV campaigns
Metrics and measurement for first-party data-driven CTV ads
How to identify a strong first-party data collection partner for CTV