How Is Commerce Media Data Considered First-Party? Isn’t It Owned By The Retailer Not The Brand?

So the definition of first party ends up being that whoever is um using that data has a direct relationship with the consumer right so it’s a first party so yes for in in retail media the first party is the retailer because the consumer has given them permission to use the data now the permission is to use the data for promotional purposes and marketing and so on so forth so a cpg brand that wants to Market to that consumer even though they haven’t been given the permission to use the data directly the retailer has the retailer can say okay I’m going to deliver an ad to you promoting a product that I sell right so that makes it you know a valid use of consented data right so the the cpg brand doesn’t get the data in fact uh that’s one of the controls that all retailers have you can’t say give me your data data and I’ll use it for my marketing but you can say I want to run an ad to these types of people and as long as those people have consented to the use of their data for the retailer to Market to them uh that that that’s definitely uh okay