Question · Q3 2026
Yun Kim asked about Braze's thoughts on expanding its product portfolio beyond first-party data to address customer acquisition and advertising using third-party data, especially as personalization data may shift to chatbot vendors in agentic commerce.
Answer
Bill Magnuson (CEO, Braze) stated Braze already plays a role in acquisition and reactivation, coordinating strategies and driving first-party data into acquisition use cases, with identity resolution partnerships. He acknowledged that for commodity purchases, agents might disintermediate brands, but for valued relationships, brands must build strong direct connections. He emphasized that Braze will continue to build into third-party ecosystems and leverage integration points, but the most valuable customer always invests in a connection with the brand, which Braze helps cement.
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