The dark times led by data privacy updates have forced marketers to find the light to mitigate for losses. High cost per lead (CPL), low performing campaigns, data silos, and failure in personalized ad targeting, were some of the problems. In their scout for saving their dipping ad campaign performance, marketers saw first-party data-led personalization as their ally. Marketers knew they can reduce CPL using first-party data and it was the only way to save themselves from dipping performance. Little did they know about how first-party data would produce massive results.