During its webinar, Xeerpa by t2ó ONE delved into the possibilities offered by enriching first-party data to generate 360° profiles, create high-value audiences, and optimize advertising investment in a cookieless and privacy-oriented environment.
Madrid, November 6, 2025. At a time when changes in privacy and the progressive disappearance of third-party cookies are transforming how brands relate to their audiences, Xeerpa, a leading company in user profile enrichment based on first-party data and integrated into the t2ó ONE group, offered an informative webinar on the key role of first-party data in advertising activation.
During the session, which featured Stephanie López, Head of Growth at Xeerpa, and Agustin Jacod, COO at Promo Hub—a tool that, together with Xeerpa, manages to personalize and segment campaigns, achieving high-quality data for brands—the main challenges facing brands and agencies in data management within a cookieless ecosystem were analyzed. The session, moderated by Yenthel de la Torre, Head of Marketing at t2ó ONE, also showed how to transform customer information into actionable knowledge through enriched profiles, dynamic segmentation, and direct activation in digital media.
The webinar also explored how in-person events and interactive activations are becoming one of the most powerful channels for capturing first-party data in a consented and strategic manner. The success story with Heineken at one of the most important festivals in Mexico was a clear example of how, through participatory dynamics and gamified experiences, brands can convert every interaction into valuable data, improving personalization and connection with the audience.
The meeting highlighted the opportunity that events represent for transforming physical interaction into digital knowledge.
Among the topics covered were:
- The strategic value of first-party data versus the disappearance of third-party data.
- How to enrich 360° customer profiles from social and declarative data.
- The creation of audience segments activable in media, CRM, or CDP.
- Real cases of increases in reach, CTR, and conversion thanks to the use of enriched first-party data.
- Best practices for privacy, consent, and regulatory compliance (GDPR).
The integration of this technology into the t2ó ONE ecosystem reinforces the group’s value proposition around data, media, and advertising technology, providing brands with a unified view of their consumers and more efficient campaign activation.
«Beyond the digital environment, the future of data-driven marketing also lies in brands’ ability to connect experiences and technology, capturing valuable information at every user touchpoint, especially at events,» they noted during the meeting.
Don’t miss the full webinar here.
About Xeerpa and t2ó ONE
Xeerpa is a first-party data enrichment solution that transforms customer data into 360° profiles, allows for the identification of micro-influencers and brand advocates within the customer base, and activates audiences for marketing and advertising campaigns.
t2ó ONE is a group of marketing companies leading in the world of technology, data, and media, offering cutting-edge solutions through its family of brands: t2ó, FiT, LeadGenios, LPF, Gain, OnTop Media, Xeerpa, Gestión de medios, Fly Me To The Moon, and Rebel & Thorn. With a clear commitment to innovation and sustainability, t2ó ONE empowers brands to achieve exceptional business results, for more than 20 years. It is present in Spain, Italy, Mexico, the USA, Canada, and LATAM.
