In The Future of Digital Marketing in a Cookie-less World video at 18 min https://adage.com/article/ad-age-events/watch-future-digital-marketing-cookie-less-world/2292246

they discuss the importance of first party data and alternative data sources for reviewing data without knowing the user. If you are required to build a marketing strategy for your organization and you only have access to first party data for building your profiles, how would you have to collect the data? What data characteristics would enable it to be effective? Is using only first party data ineffective? Will this be sufficient information? Why or why not?