Brands Shift Focus to First-Party Data: Braze Study

Whatever happens with new privacy laws, marketers will need to deal with the loss of third party cookies and restrictions on data sharing.  Braze reports that 96% plan to increase marketing budgets, 42% plan to add new channels, and 38% will put more emphasis on zero- and first-party data.  Improved data management tops the list of brand concerns for 2022.