The CMO Podcast with Fexingo · 2026-07-09 · 7 min
With third-party cookies crumbling, CMOs are turning to first-party data exchanges - where brands share anonymized customer data with partners in a privacy-compliant way. Lucas and Luna break down how Procter & Gamble and Unilever have built these 'clean rooms' to pool purchase data without exposing individual identities. They explore the numbers: a typical CPG exchange can lift return on ad spend by 15 to 25 percent by enabling better targeting and measurement. They also discuss the challenges - data governance, competitive tension, and the need for a neutral third-party operator. If you're a marketing leader wondering how to adapt to the post-cookie world, this episode gives you one concrete strategy that is already working at scale. Plus, the hosts reflect on why the shift from surveillance marketing to consent-based data sharing may actually be good for brands long-term. #FirstPartyData #DataExchange #CleanRoom #Privacy #CPG #ProcterAndGamble #Unilever #ROAS #Targeting #Measurement #PostCookie #MarketingStrategy #CMO #DataCollaboration #BusinessPodcast #FexingoBusiness #Marketing #DataGovernance Keep every episode free: buymeacoffee.com/fexingo
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
How CMOs Turn Customer Feedback Into Product Roadmaps76 / 100How CMOs Use Zero-Party Data to Fix PersonalizationHow CMOs Measure Marketing ROI Without GuessworkWhy Your Best Customers Leave Without Saying GoodbyeWhy CMOs Are Killing The Brand Fund
