The Role of First-Party Data in DOOH: Insights from IAB UK Members

1. What is first party data and why is it so valuable?

Jacob Jankel, CTO at i-Media:

"First-party data is insight collected directly from your own audience interactions — which makes it both more relevant and more resilient. Because you control how it’s captured, you can design collection processes that generate the most commercially valuable data for your specific environment, rather than retrofitting third-party datasets to fit your use case. It allows you to identify new, high-impact data points that deepen how your offering is understood and used by advertisers.

"Equally important, it gives you full oversight of compliance. In a world where regulation is tightening and legacy mechanisms like cookies are disappearing, first-party data provides a trusted, transparent foundation for building tools, partnerships, and customer relationships with confidence."

2. How can advertisers leverage it in DOOH? Do you have examples you can share?

Megan Bogatzki, Head of Programmatic at Zoom Media:

“Hyper precision has become a standard expectation for advertisers, and first-party data is an increasingly important element of achieving that across real-world screens, especially as more inventory is traded through programmatic pipes. The ability to harness refined owned insights makes it possible to drive smart targeting that reaches core audiences at the right moments when they’re most likely to be receptive. This is particularly true in high-immersion environments. For instance, say a media company has data that shows an individual regularly does their food shop after visiting a gym class each week, serving an ad for the local supermarket just as they wrap up their workout will maximise the chances of both active attention and conversion.”

3. What challenges do advertisers face when activating first-party data in DOOH, and how can they overcome them?

Jacob Jankel, CTO at i-Media:

"DOOH presents a unique set of challenges when it comes to activating first-party data. Integrations with SSPs and DSPs aren’t always straightforward, governance hurdles can arise without access to explicit consent, and interoperability with digital-first ecosystems can be complex — not to mention the ongoing challenges around measurability and performance.

"The first step is to prove value. Closed-loop campaigns and simplified proof-of-concept activations with trusted partners are powerful ways to demonstrate impact and encourage wider adoption. But it’s equally important to consider how you’ll measure success — whether that’s through third-party research, downstream data integrations with customers, or additional first- and third-party signals that evidence campaign impact.

"Once efficacy is proven, a dynamic dialogue with DSPs, SSPs, and agencies helps identify scalable routes to activation. This is where creative, collaborative alignment between data and sales teams becomes critical.

"Ultimately, the golden ticket in DOOH is tying physical data to the digital world. This is a complex challenge, but one that can unlock transformational value. It’s the loop we at i-Media are actively closing with an exciting new proposition soon to launch."

4. How do you see the role of first-party data in DOOH evolving in light of increasing privacy regulations?

Jacob Jankel, CTO at i-Media:

"Privacy presents a real opportunity for DOOH. As cookies and third-party identifiers disappear, advertisers are actively seeking smarter, privacy-safe ways to run data-led campaigns. This creates space for media owners to bring innovative first-party data products to market.

"First-party data has never been more valuable. Collected directly, with clear purpose and provenance, it gives advertisers and media owners the confidence to innovate responsibly and build long-term tools and partnerships on stable, compliant foundations.

"At i-Media, this shift simply reinforces the path we’ve already taken: developing datasets like ANPR and EPOS that are natively compliant, contextually powerful, and commercially impactful. By embracing the higher bar set by regulation, we’re helping our customers plan smarter, more measurable campaigns — turning privacy into a catalyst for innovation and building enduring, high-value data assets for the future."

Megan Bogatzki, Head of Programmatic at Zoom Media:

“First-party data has already gained significant ground as an inherently privacy-friendly base for ad delivery, management, and measurement. As global regulations continue to place tighter restrictions on traditional tracking approaches, such as third-party cookies, its value and role in DOOH campaigns will only grow. As part of this shift, we can also expect to see an increased focus on carefully controlling how data is used. The absence of cross-market standards has posed challenges for ensuring data handling complies with key legislation. We need industry standards to be put in place by an independent overseeing body which holds media companies accountable in order to build more trust in programmatic, specifically for DOOH.”

What recommendations would you have for advertisers looking to use their first-party data in DOOH?

Megan Bogatzki, Head of Programmatic at Zoom Media:

“Quality matters. When it comes to their own insights, disparate pools of siloed data aren’t going to be easy to activate. Fuelling streamlined ad serving depends on creating well-organised, integrated, consented and up-to-date data sets. Similarly, it’s vital to choose partners with care, prioritising media owners who offer an in-depth view of audiences and are also committed to responsible data use.”