First-party data on Brazilian marketing: how brands are accelerating personalization and ROI in 2025

The end of cookies and the race for personal data.

On the eve of a historic shift in digital advertising, Brazilian marketing is experiencing a period of heavy investment in first-party data. The removal of third-party cookies is no longer a distant threat: it’s a present reality, echoing both in high-performance manuals and in the latest viral campaigns seen on social media in recent days. With consumers increasingly digital – 94% buy online and 75% consume on the internet monthly – Brazilian brands realize: building solid and ethical foundations of their own data is a matter of survival and leadership in the new competitive landscape. The recent disclosure of media investments indicates a digital sector more robust than ever, with R$ 4.7 billion invested in the first quarter alone, surpassing broadcast TV and redefining priorities[1][4].

Ethical foundations: how Brazilian brands extract value from first-party data.

From retailers to pharmacies, Brazilian companies are realizing the potential of first-party data not only by collecting consent, but also by deepening relationships and relevance. Recent cases, such as RaiaDrogasil and Carrefour Brasil, show how purchase history and browsing behavior underpin hyper-personalized paid campaigns, boosting conversion by more than 15% and increasing revenue by up to 20% in real time on key dates[2]. The retail media sector is growing, with 55% of large retailers already operating their own networks – an investment that leads to much more precise segmentation and above-average market performance[6]. This movement follows legal requirements (LGPD) and public reputation: transparent data acquisition strategies, using loyalty programs, interactions, and clear value propositions, dictate the ethics and longevity of the new era[5].

Market trends and discussions: innovation, performance, and challenges on the journey.

In recent days, the Brazilian growth and martech environment has been marked by reports and debates on: the rapid consolidation of TikTok as a testing ground for organic and paid growth (average engagement 20% higher versus competitors); the advancement of AI and automation to map hybrid journeys, measure proprietary data in real time, and precisely adjust campaigns; events and panels focused on hyper-personalization and privacy; and the persistent challenges in generating qualified leads and integrating data between marketing and sales – the main pain point for 74% of companies, which allocate almost their entire budget to performance and growth[1][2][3]. There is also a strong movement by brands towards multichannel experiences, combining paid media, content, and retail media within strategies based on proprietary data, ethics, and innovation, seeking not only performance but also building trust on a sustainable scale.