prompt: How will the use of first-party data change for companies that advertise?
Response from Anthropic’s Claude:
The Future of First-Party Data in Advertising
Looking ahead to 2030, first-party data will likely undergo significant transformation in how companies collect, manage, and leverage it for advertising purposes. Here are the key changes I anticipate:
Data Collection Evolution
Companies will likely shift to more transparent, consent-based collection methods as privacy regulations continue to expand globally. We’ll see more sophisticated incentive structures where consumers actively share data in exchange for clear value – personalized experiences, loyalty rewards, or exclusive content.
Technology & Infrastructure
Advanced infrastructure will emerge to help companies better organize and activate their first-party data. AI-powered systems will more effectively predict customer behaviors and preferences without requiring personal identifiers, working within privacy constraints while still delivering personalization.
Strategic Priority Shift
First-party data will become an even more critical strategic asset, with C-suite executives treating data strategy as fundamental to business success. Companies will invest heavily in data scientists, engineers, and analysts who can extract actionable insights.
Identity Resolution
With third-party cookies completely phased out, companies will rely on sophisticated identity resolution techniques to connect fragmented customer journeys across touchpoints. Probabilistic modeling and machine learning will help bridge identity gaps while respecting privacy boundaries.
Partnership Networks
We’ll likely see the rise of data collaboration networks where companies form partnerships to ethically share aggregated insights without exposing individual customer data. These “clean room” technologies will become more sophisticated and accessible.
Regulatory Navigation
Companies will develop more nimble approaches to navigate the increasingly complex patchwork of global privacy regulations. Adaptive systems will automatically adjust data practices based on user location and applicable laws.
Measurement Evolution
Attribution modeling will evolve dramatically, moving away from direct tracking toward privacy-preserving measurement techniques like differential privacy, federated learning, and aggregated reporting methods that protect individual identity.
Anthropic’s Claude did not offer sources for these insights.