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Audience targeting isn’t what it used to be. Third-party cookies are crumbling, privacy rules are tightening, and advertisers are left asking, “Now what?” The answer: first-party data.
Now, advertisers can tap into high-intent audiences directly from e-commerce, retailers, and marketplaces, making their targeting sharper and their budgets work harder.
Those already using it are building a robust targeting strategy and have realised there’s a more effective way to optimise ad spend and improve overall performance.
Advertisers still clinging to outdated methods risk losing a competitive advantage.
In this article, we’ll tell you why first-party data is changing the game, what results advertisers are seeing with an audience targeting platform, and how you can make it work for you.
The State of Audience Targeting Today
Audience targeting began shifting significantly around 2018 with the introduction of stricter data privacy regulations like the POPIA Act in South Africa and GDPR in Europe. These regulations forced brands to rethink how they collect and use consumer data.
At the same time, companies like Google and Apple started blocking third-party cookies in their browsers, signaling a major change in how advertising would work.
By 2025, this shift has fully taken hold.
78% of businesses believe first-party data is their most valuable resource for personalisation. - The State of Personalisation Report
Advertisers have realised that first-party data isn’t just a replacement for third-party cookies, it’s actually better.
Now, they can target high-intent audiences with real precision and reach people who are genuinely interested in what they’re selling and actively looking to buy. No more wasting ad spend showing premium skincare for anti-aging to teens.
How First-Party Data is Changing Audience Targeting
First-party data has two sides: those who have it and those who need it.
Businesses are sitting on a trove of customer insights, often doing little with it beyond their core operations. Meanwhile, advertisers (now cut off from their old cookie jar) are scrambling for better ways to reach high-intent audiences.
The good news? These two sides can work together. Advertisers can tap into data-rich, high intent audiences, and businesses can turn their untapped data into a revenue stream.
How Brands Are Using Flows’ First-Party Data Marketplace
We’ve simplified the process, making it easy for advertisers and brands to use valuable first-party data.
Flows Data Marketplace is an audience targeting platform that connects brands and advertisers with multiple data partners, unlocking exclusive access to highly valuable audiences that catapults their targeting strategy right into 2025.
How you can reach the right person, with the right message, in the right place
- Access to high-intent audiences
Through Flow’s Data Marketplace, brands can connect with audiences that have shown clear intent through direct interactions, making their targeting more precise and effective. - Creating hyper-personalised campaigns
Flow allows brands to target specific segments based on detailed customer data, enabling them to craft more relevant and personalised ads that resonate with potential customers. - Improving cross-channel targeting
By integrating first-party data with off-site ads, brands can ensure their messaging reaches the right audience where they’re most active, on social media, leading to better engagement and results.
What Results Some Brands Are Achieving Flow’s First-Party Data Marketplace
The brands using Flows’ first-party data marketplace have achieved significant results.
- @home boosted ROAS to 9.78 and achieved a 3x higher conversion rate during peak shopping season.
- Johnnie Walker’s agency, Diageo achieved a 2.94x higher CTR for the brand by using Flow’s custom audiences, with over 52.8% of clicks coming from high-intent users all while maintaining CPM benchmarks.
- TrafficBrand drove a massive 1 420% ROAS, a +5.4% conversion rate, and R2.5 million in additional revenue for a prominent South African retailer with Flow-powered audiences.
- USN saw a 3.6x increase in conversions, a 25% higher click-through rate, and lower CPC and cost-per-sale.
By tapping into Flow’s first-party data marketplace, brands gain a long-term tool for smarter audience targeting, improving advertising efficiency, enhancing their digital marketing strategy, and gaining a deeper understanding of their target market.
Why First-Party Data is the Future of Audience Targeting
First-party data is taking over audience targeting because it’s more accurate, delivers higher-intent audiences, and is future-proof, providing brands with a reliable, long-term solution over fading third-party cookies and device IDs.
This shift isn’t temporary or a trend, it’s the new standard of digital advertising.
In a recent interview regarding industry shifts to retail and commerce media, our Co-CEO and Co-Founder Gil Sperling said, “Commerce media isn’t a future opportunity, it’s already here.”
The question is, are you making the most of it?
