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What a first-party data strategy actually costs

Building owned audience data is cheaper than replacing lost targeting, but it takes longer than most plans allow.

Entrepreneur and igaming journalist, founder of gamblermedia

LinkedIn · 1 min read

Every operator marketing plan now contains a first-party data workstream. Rather fewer contain a realistic timeline for it.

## The honest sequence

Collecting consented data, building the profiles, and getting to the point where campaigns perform against them is an eighteen-month sequence, not a quarter. Plans that assume otherwise tend to fail in month four, when the data exists but is not yet useful.

## The cheaper alternative nobody likes

The fastest route to usable first-party data is usually to ask players for it directly, in exchange for something concrete. That means giving something away, which is why it rarely survives a budget review — and why the teams that do it end up ahead.

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