The marketing and advertising sector is undergoing a profound change in how data is shared and utilized, marking a major shift since the early days of data co-ops. As third-party cookies are being phased out and privacy regulations tighten, there's a significant shift toward leveraging first-party data. This shift demands more collaborative and sophisticated data management strategies to enhance insights, activation, and measurement.

This trend is driving a swift increase in the use and acceptance of data collaboration solutions (DCSs). These tools enable authorized, two-way data exchange between brands and their media partners.