First-party data has become the currency in today’s digital advertising and marketing economy. It has the ability to connect cross-channel behaviors, using customer data owned by advertisers, marketers, and publishers—a key advantage in an age of mobile users. In the US, mobile represents 65% of digital media time, while desktop is becoming a secondary touch point; similar habits can be seen in Europe. What used to be an ecosystem driven by single tech platforms dominated by marketers, advertisers, and publishers has evolved into a larger ecosystem of cross-screen, data-driven, storytelling experiences. The Advertising and Marketing Technology Council will explore emerging trends and new best practices in the digital advertising and marketing economy.