[chrisguitarguy]

Advertising. Definitely first party data for targeting. An advertiser takes some data from its CRM, sends it to the big social sites and google, and then uses the list to target those folks specifically or create look-a-likes. Actual cross device targeting (because people are logged in), extremely personalized and relevant.

This is coupled with a move away from cookies[0].

0. https://adwords.googleblog.com/2017/01/making-youtube-better...

[dcw303]

If the CRM has your purchase history, does this solve the problem of targeting products on users who have already purchased it?

Because I am really sick of Google serving me ads for stuff I recently searched for and subsequently bought.

[chrisguitarguy]

That's advertisers themselves doing a bad job of retargeting. First-party data is probably not going to change that. In fact, it may mean you'll just get those ads across all your devices.