This week, ID5’s Mythbusting Series will challenge the notion that first-party data is all brands need to overcome signal loss. To answer this question Mathieu sits down with Michelle Dooley, Founder of Catalyst Media. Together they’ll let viewers know if first-party data owners are immune to signal loss.

Who is Catalyst Media? 

Catalyst Media Consulting, founded by Michelle Dooley, is a powerhouse in the retail media and data strategy space. With a team of former Retail Media and AdTech executives, Catalyst Media leverages industry expertise to help clients across the Retail, Retail Media, and AdTech. Michelle Dooley is a seasoned advertising executive with a deep understanding of the business and technology sectors. Notable Michelle was a member of the founding leadership team that made Roundel, Target’s Retail Network a half a billion dollar business in 3 years. Her background in data-driven marketing, personalization and data strategy, informs her unique perspective on both the brand and media sides. 

Does a shot of first-party data guarantee immunity?

A common misconception in advertising is that having access to first-party data guarantees immunity from signal loss. While first-party data is valuable, it does not entirely shield advertisers from the broader challenges of signal loss caused by privacy regulations, the decline of third-party cookies, or changes in technology. First-party data is limited to what a company collects directly from its users, often lacking the depth and scale. Michelle and Mathieu speak about the potential gaps that can arise from relying on first-party data alone. 

Watch the Full Interview 

To hear the full story check out the full interview where Michelle explains how retail leverages first party data, what retail media is, and how alt IDs and other technologies can support first-party data usage. Stay tuned for next week’s episode to learn more about ID bridging!

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