#first-party data

[pebblegalaxy]

The Impact of the Phase-Out of Third-Party Cookies by Google: Exploring Alternative Solutions for Digital Advertising

The recent announcement by Google about phasing out third-party cookies from its Chrome browser has sent shockwaves through the digital marketing industry. As the extended deadline (2024) for the phase-out approaches, marketers are scrambling to find alternative solutions to target and track users. In this article, we’ll explore the impact of the phase-out of third-party cookies from all angles…

[peterbordes]

The Trade desk onboard and activate first-party data seamlessly

[in-app-messages]

How to Create User Segments

User segments are groups of users. Each group or segment may be divided by various identifying data, including age, user habits, user fluency with a particular technology, and so on.

In the world of programming, user segments are very important as they allow programmers to create different software functionality for different types of users without altering a piece of software entirely and without having to create different versions of a piece of software. Knowing your user segments can be vital when marketing products and services effectively and efficiently, as segments allow for targeted marketing campaigns.

Segmenting Users

The segmentation process starts by determining the parameters of each segment. As stated, segments are like groups that split users based on certain characteristics. Your organization will have its reasons and criteria for segmentation, so determining how and why you plan to segment users is the first step.

Use an API

The use of an application programming interface (API) can come in handy when segmenting users. An API allows the software to interface with other software with little manipulation from the user. Programming professionals often use APIs to set up certain things that can be changed in the way software behaves according to user specifications.

For example, an API for SMS segmentation can allow a company to specify user groups that will receive different SMS messages for different reasons. Likewise, an API for SMS can segment users according to interest level in a particular SMS marketing campaign, meaning only users most likely to engage will be sent specific SMS messages.

Segments Can Change

When segmenting users, remember to create avenues for change. Users may move from one segment to another over time, so you will need a system in place to handle this transition.

For instance, a user may start as a prospect who signed up for general SMS message notifications. The user may then transition into a lead by expressing interest in learning more about a specific product. Your API will need to have a way to make alterations to the software responsible for sending out the appropriate messages to the appropriate users to ensure that the user is served the right targeted SMS messages.

Read a similar article about user segmentation software here at this page.

[gouthamveerabathini]

Read the comprehensive blog on What is first-party data and how to collect it.

[giantkillerjack]

I think sometimes about that time the subject came up of what my grandparents would leave my parents when they died (no grandparents were in the room).

And while there was some speculation over my father's parents, my mother's mother had lived on a widow's pension for most of her life. So none of her seven children were expecting a fat inheritance.

And my dad was like, "Ah, yes! The Gaertner family fortune, split seven ways, should be enough to take us allllll to Eat'n Park!"

This got some laughter and heckling from the rest of the family, my mother included (Dad knows his audience). He went on to say, "And not just one course either! We can get whatever we want!"

"So we can get dessert?" my mom asked.

"Oh yeah! We can get dessert, we can get appetizers, a box of cookies to go....."

And then years later, when my grandmother died at age 94, her will allocated most of her savings for a funeral and a small wake. The rest was to be split equally among her kids.

It takes a while for these kinds of financial things to process, so my mother received her inheritance a few months later.

Each sibling received $200.

Which, as it happens, was exactly enough to take my immediate family and a couple of cousins out to a really nice dinner at Eat'n Park.

[vydumaj]

I think I personally could get rid of ulf kristersson just by walking up to him in completely flat shoes and standing straight in front of him and staring down at him . he’d be crying in just a few short minutes if not less

[cubera2024]

Identity Graph Solution Company in Bangalore | Zero and First Party Data - CUBERA

Revolutionizing AdTech and Big Data: Cubera transforms the AdTech and Big Data landscape by utilizing the most robust zero and first-party data sources to enhance campaign efficiency for brands. Through innovative services such as Omni-Channel Targeting, Identity Graph, AI Cohort, and Ad Service, brands can achieve better audience engagement. Powered by advanced platforms like Cube, Cubera Identity Graph, and Vertex & Edge, Cubera delivers cutting-edge solutions for the future of marketing.

[sniperct]

NOAA “should be dismantled and many of its functions eliminated, sent to other agencies, privatized, or placed under the control of states and territories,” Project 2025 reads. The proposals roughly amount to two main avenues of attack. First, it suggests that the NWS should eliminate its public-facing forecasts, focus on data gathering, and otherwise “fully commercialize its forecasting operations,” which the authors of the plan imply will improve, not limit, forecasts for all Americans. Then, NOAA’s scientific-research arm, which studies things such as Arctic-ice dynamics and how greenhouse gases behave (and which the document calls “the source of much of NOAA’s climate alarmism”), should be aggressively shrunk. “The preponderance of its climate-change research should be disbanded,” the document says. It further notes that scientific agencies such as NOAA are “vulnerable to obstructionism of an Administration’s aims,” so appointees should be screened to ensure that their views are “wholly in sync” with the president’s.

Climate change is the single most important issue in the entirety of human history. One party wants to fight it. The other party wants to let the earth burn; in fact, they want to accelerate the fire.

[madhukumarc]

Where can businesses find reliable data for audience segmentation?

Sources Businesses Find Reliable Data for Audience Segmentation:

Businesses can find reliable data for audience segmentation from various sources, ensuring accuracy and relevance for targeted marketing efforts.

Some key sources include:

1. Zero-Party Data: 

Data that is intentionally and proactively shared by customers with businesses, enables them to personalize their marketing strategies more effectively. Also, refer to email marketing data.

2. First-Party Data: 

Data obtained directly from customer interactions on websites and sales channels. Provides authentic insights into customer behavior and preferences.

Refer also to Google Analytics, Google Search Console, and other marketing analytics platforms.

3. Surveys and Interviews: 

Gather accurate, basic information about audience interests and behaviors. Offers insights directly from the audience, helping to understand their needs and motivations.

4. Behavioral Data: 

This presents the behavior of the audience, including their actions on websites. Provides valuable insights into audience engagement and preferences. Heat maps can come to the rescue.

5. Social Media Platforms: 

This delivers information about audience interactions, such as likes, shares, saves, and comments.

Offers insights into the social engagement patterns of the audience and the type of content that is most engaging.

6. Salespeople Interactions: 

This provides firsthand insights into customer preferences, objections, behaviors, and needs, which can be valuable for refining audience segmentation strategies.

7. Customer Service Calls and Feedback: 

This offers direct feedback and firsthand information about customer preferences, needs, concerns, and behaviors.

This helps in understanding customer segments and tailoring marketing strategies to better meet their needs.

Image Content Source - LinkedIn Ads Privacy Playbook

In summary, by leveraging these diverse sources, businesses can gather comprehensive and reliable data for audience segmentation, enabling them to tailor their marketing strategies effectively.

Here's related information that you may also find helpful – Marketing Automation Statistics [Accelerate Efficiency and Sales].

[rosyblooom]

could you please do lando and a stem girl who goes to uni but has a private life please

they don't know about us | ln4 smau

pairing: lando norris x private fem computer science major!reader a/n: this took me forever but hope u still like :) also, if you've got requests could u add if you want it to be smau or fic pls <3

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landonorris posted to his story!

[ caption: Mind you, I just woke up... ]

[ tagged: yourusername ]

Twitter

Instagram

landonorris posted to his story!

[ caption 1: 🕒✈️ ] [ caption 2: miami 👋 ]

[ tagged: yourusername ]

yourusername posted to her story!

[ caption 1: shoutout to the inventor of coffee i owe u big time🙏 ] [ caption 2: uhm i was just going to rest my eyes for 2 minutes?? good morning i guess💀 ]

f1gossip

liked by username, username, username and 12,057 others

f1gossip Y/N L/N, current girlfriend of Lando Norris, has been photographed arriving at the paddock for today's Miami GP.

Y/N's presence comes as a bit of a surprise, considering she was absent during practice and qualifying sessions, and rarely attends races. Speculation about a potential breakup has been rampant, but her appearance suggests that there might not be trouble in paradise after all... 👀

view all 793 comments

username she always looks so classy and put-together, i'm obsessed <33

username no bc am i the only who has no problem with her only attending a few races a year? some ppl don't have time to jet off across the globe 24/7 like

username it's the fact that they literally travelled to miami together and she still didn't go to quali or practice😐 the other wags do it, why can't she?

username i just know lando had to beg her to come smh

username why are y'all so rude omg?? some ppl are introverts...

username when you're in the public eye, you don't get to be "introverted"🙃 username that's an insane take wtf?

username GUYS i think she's a uni student cause peep lando's story a few days ago🧐 that explains why she's never at gps

username so? i'm a senior and i went to the aus gp this year username okay... do you want a cookie ?

username if a wag is at all races she's fame-hungry, and if she doesn't she's unsupportive like make up y'all's minds pls 🙄

Twitter

Instagram

yourusername posted to her story!

[ caption: YOU DID IT!!! HE DID IT!!! MY BABY IS AN F1 WINNER OMFGGG🥹🥳👏 you deserved this so so much, i'm sooo proud of you ❤️❤️❤️ ]

[ tagged: landonorris ]

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landonorris

liked by yourusername, _aarava, martingarrix and 2,005,872 others

landonorris Memories for life ❤️

view all 5,947 comments

username aw the 5th pic🥹

username do you think number six is y/n??👀 username 100%

username 🧡🧡🧡🧡🧡

username LANDO NOW WINS IKTRRRRR‼️🤩

username ofc y/n couldn't even be bothered to comment... and the most unsupportive wag award goes to y/n l/n!! congrats hun x

username y'all are weird YOU DON'T KNOW THESE PPL!! username it's the 'be kind' in ur bio for me miss gurl 🤡

username best day ever 🤧

lewishamilton 👏👏👏

(liked by author)

riabish sooo happy!!!

(liked by author)

username not ria being more of a gf then y/n oop username thanks for being such a good friend to lando, we love you💖

username next goal: beome world champion 👀👀

username yessirrrr

yourusername posted to her story!

[ caption 1: back to reality 💔 ] [ caption 2: jkjk it's not that bad, i don't cry nearly as much as i did in first year 🙂‍↕️☝️ ]

[ tagged: yourbestfriend, yourfriend + more ]

harvard

liked by yourusername, username, username and 29,063 others

harvard Final projects, theses, dissertations, and more! Check out what these soon-to-be graduates explored in some of their last assignements on campus.

Y/N's thesis navigated the intricate relationship between privacy and secure multi-party computation, enhancing data analysis while safeguarding sensitive information.

2. Steve's environmental science project examined urban development's impact on local biodiversity, providing insights for sustainable urban planning.

3. Nya's dentistry research poster explored new methods to improve dental implant success, promising better patient outcomes and oral healthcare.

—

We are celebrating the extraordinary members of the Class of #Harvard24 🎓

view all 127 comments

username 👏👏👏

username Awesome!

username Very good! Congrats to all these students!!💪

username wait am i tripping or is this y/n as in lando's gf y/n???😳 btw my biggest dream is to go to harvard in '26 !!!! 💕

username 😍😍

username streets are saying y/n goes to harvard so i had to come check and omg??😩

username no bc wag AND harvard girly?? just looked at myself and sighed fr... username now i feel bad for talking shit🫤

Twitter

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yourusername posted to her story!

[ caption 1: pulling an all-nighterrrr 😁 ] [ caption 2: nevermind, lando just made me promise to get some sleep :( ]

A few months later...

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yourusername posted to her story!

[ caption 1: couldn't ask for better shoulders to cry on srsly 🙂‍↕️ WE DID IT MY LOVESSS 🎓❤️❤️ ] [ caption 2: this us? 😏 (corny, i know...) ]

[ tagged: yourbestfriend, yourfriend + more ]

lando.jpg

liked by daniel3.jpg, yourusername, carlossainz55 and 847,903 others

tagged: yourusername

lando.jpg 🍾🎓❤️

view all 4,037 comments

username a win for women iktr 😌

username wow i'm so happy for her omg 🫶🫶 (jealous too but mostly happy loolol)

username LMAO are we the same person?

carlossainz55 👏👏👏

username now she has no excuse anymore

username if lando's completely happy with it all, why the hell are u upset? 🤡

username 2024 really gave us lando's first ever win and now this?? we love to see it 😍

yourusername ❤️❤️

(liked by author)

username we love you y/n <333 username i hope you'll be able to attend more races from now on!! i love seeing you in the paddock 💕

username the way i still haven't fully processed the fact that harvard gave her a shoutout goddamn🤯

usernmae not you calling that a shoutout bye💀💀

username AAHHHH YAYY CONGRATS Y/N YOU'RE DOING AMAZING SWEETIE 🤍🤍🤍🤍

0:33 ───ㅇ───────── 2:40

[emacrow]

Jazz always wanted a little brother.

Her best friend's mommy having a baby brother in her tummy, but right now they were at gotham, mom was meeting with some important people while she stay safe in the car with dad sleeping in the front passenger seat.

When she asked her mom and dad for a baby brother earlier that same week, mom had to explained that her tummy was broken after she had her because she was a very special miracle baby because they tried so hard to have her.

Jazz understood but at the same time, she wanted- no she need a baby brother, maybe one with dad's hair and mom's eyes, or maybe one with hair like hair and dad's eyes.

And she was determined, as she snuck out of the fentomobile car, sneaking inside beside the scary ninjas guards that were temporarily distracted.

She was very good at sneaking around thanks to mom training her to stay quiet and hide better then a ghost.

There was pools of ectoplasmic but much dirtier and less cleaner then the stuff mom and dad work with. Container and chambers full of them.

She saw doctor walking out of one room and snuck in before the the door close on her. There was another ectoplasmic container that had babies in them..

One sleeping upside down and the other upside up. The one of the bottom was sleeping but the older has his eyes open, revealing pretty blue eyes like dad's eyes.

She chewed on her bottom lip a bit and weigh her short limited choices as nodding.

She close her eyes, focusing as she quickly started to float a bit wobbly, sticking her small hands onto the glass ectoplasmic ball using her secret powers that she had learned without mom and dad noticing.

Her invisible hand grabbed the baby slowly, making it invisible as she pulled it out of the ectoplasmic ball.

The baby was very small and light then a feather while covered in wet ectoplasm goop.. the baby cough a bit, dripping ectoplasm out his mouth, squirming a bit as he was about to male a fuzz but quiet down as she held him close into her warm fuzzy jacket.

She snuck back out of the room and quickly out of the place all the way back into fentonmobile..

Covering the baby with her Einstein beat designed blanket, cleaning the baby up like she would with her baby dolls, and she open the empty toy baby bottle and open her mini almond milk jug, then pour the milk in and close it, after remembering to cut a little open hole on the tip of the hard plastic nibble part.

Scooting over to the baby, and carefully picking him up and helding him close onto her lap like she seen the mommy do on TV as she press the toy baby bottle again the baby's mouth.

It would be 1 hour later before mom came back looking excited then 2 hours later after they left gotham before a soft baby wail woke her dad from the backseat of the fenton car where jazz was.

Jazz was pink in the face as she was trying to hide the baby but she couldn't stop him from crying.

It would 20 minutes of jazz lying straight to her parents's faces on where she found the baby, and it would forever be her only best lie she ever told that convinced them to adopt the baby boy that was now named danny..

Meanwhile back at league of Assassin headquarters. The head scientist has noticed that the first unborn twin baby has been removed early then schedule, probably due to natural condition of death since the first one has a much weaker pulse compared to the second unborn baby which Talia had name Damian later.

The leading scientist check off the existence of the supposed first born who went without a name on the data base...

Unknownly to both parties, Jazz was very happy to have a little brother of her own now, even if his eyes flashes green a bit from time to time.

[gouthamveerabathini]

Think With Google says again!

Use First-party data to attract new customers similar to your existing ones. They will be the most valuable customers you could gain.

AI, Machine learning and Automation all need your first party data to understand your audiences, expand your audience net, and run your ad campaigns effectively.

Check out how Automated Bidding works in using your first-party data and gets you higher audience -

https://www.customerlabs.com/blog/automated-bidding-strategy-in-google-ads/

[semification]

- DIE WITH A SMILE . . . VERITAS RATIO ✧.*

Veritas comes to realize that he loves you, but perhaps he comes to that realization far too late.

content: fem reader, death, penacony quest spoilers, angst with comfort (?), blood & injuries, veritas is a meanie (but he INSTANTLY regrets it!1!), friends to (grins evilly) …lovers

authors note: first fic on this account i hope you guys like it <3 i ran out of motivation while writing this halfway can u tell. anyways go stream die with a smile by bruno mars and lady gaga because i was listening to that song on loop while making this fic and i think its a super fitting song for this hehe

wc: 5.9k (its a quick read i promise)

masterlist

“You’re being ridiculous, Veritas.”

Bickering with Dr. Veritas Ratio was not out of the ordinary. In fact, it was a pastime for the two of you, engaging in various academic debates to see which party presented a better argument. It was seen as a great deal of praise to be able to do such a thing with an esteemed man like Veritas. It made it seem like you two stood on the same ground–the same ground of a man who felt so out of reach.

“Oh, really now? I’m the one being ridiculous? I am ‘ridiculous’ simply because I am looking out for your safety, Y/N?”

This… however, this was not normal. This quarrel felt personal, stemming from your feelings instead of facts and objective data. This felt like an attack on your friendship–but from the amount of vile he’s spitting from his mouth, you wonder if Veritas has ever considered you as a friend in the first place.

The more he speaks, the more you are reminded that you didn’t stand on the same ground as him. You felt terrifyingly inferior, and even though he was right in front of you, you felt like you were miles away from him. 

“No, I’m saying you’re ridiculous for calling me weak and incapable because apparently, I’m not good enough to go on this expedition when it’s my fucking job.”

However, you mostly felt like a fool.

You felt like such a fool for falling in love with a man like him. You fell in love with him because of his neverending thirst for knowledge. You fell in love with him because you were just as much of a bibliophile as he was. You fell in love with him because you wanted to spread your knowledge around the universe as much as he wished to. You fell in love with him because, for a moment, you thought he saw you differently from everyone else, and that he truly enjoyed being in your presence.

You turn away from him, tears forming in your eyes. You stubbornly blink them away, because you think back to what started this argument in the first place.

You had just finished detailing your mission to Veritas, which was your routine every time the Intelligentsia Guild dispatched you on some kind of research expedition. This mission was different, however. You would be gone for three months, longer than usual–and the mission was very combat-oriented and dangerous, which wasn’t like your usual expeditions. Despite the warnings, you still accepted it, thinking of it as something new, but nothing that you couldn’t handle.

Veritas seemed to think otherwise, however, because when you peer over to look at his reaction, he looked very displeased. 

(It wasn’t a very uncommon look to see on his face, but you could tell he seemed more serious–like how the frown lines on his face were deeper than usual.)

You weren’t particularly surprised by the expression on his face. What surprised you the most was the first thing that came out of his mouth after hearing your expedition’s rundown. “Are you sure you’ll be able to go on that mission?”

You look at him incredulously, surprised at the amount of distaste in his voice. His displeasure was directed at… you? “What is that supposed to mean, Veritas?”

“I’m saying that you’re too weak and incapable to go on that expedition, Y/N. I do not know why the Guild would assign you such a difficult mission. They truly are overestimating your power.” The words came out of his mouth so casually, like you had just asked him about the weather. Is this how his students feel when they take his infamous course with a passing rate of a mere three percent? How his students feel whenever they get scolded by him?

You just can’t believe it. He said those words like it were a fact—straight from the myriad of encyclopedias that he’s read. Maybe because it was a fact in his head: he saw you as nothing but “weak” and “incapable”.

A stray tear manages to escape from your eye, and you quickly wipe it away angrily before turning back to Veritas with a sniffle. No. You cannot cry in front of his face. Crying is an expression of weakness–of vulnerability. And what you are trying to prove to Veritas is that you are not “weak”. You are not “incapable” either, and you are going to prove that to him by going on this mission and making him eat his words. 

“I will be leaving in three system hours. Do not bother showing up during my departure.”

You cringe at the way your voice shakes at the end, but you stand firm. Those words were the last thing you said to him before leaving his office with a bitter heart. When you exit his room, you finally let your emotions run free, letting the tears stream down your face without end. You quietly sob as you retreat to your own office, closing the door and letting out a shaky exhale, escaping all the nosy whispers and chatter of the Guild members.

You sob at the heartbreaking realization that just when you think you’ve gotten close to the “untouchable” Veritas Ratio, he pushes you away just like how he does to everyone else… because that’s just simply what you are to him. 

Another person who fades into the background, and nothing more.

Dr. Veritas Ratio is a man who exhibits prestige and greatness like no other. Throughout his academic career, he obtained eight PhDs and graduated with the First Class Honors Degree, which hadn’t been awarded to anyone for two Amber Eras. He was gifted with knowledge, and now he uses that knowledge and spreads it far across the cosmos to “cure idiocy”, treating it like a disease that needs to be treated.

And yet, for once in his life, he refuses to admit it out loud, but he’s acted like the one thing that he completely loathed. The very thing that he was trying to exterminate.

An idiot. He was an idiot, and it was all because he could not word himself correctly when he spoke to you. He has written hundreds of papers, essays, and dissertations, but time and time again, he could not seem to think—to be able to formulate the proper words to say when it came to you.

And now, Veritas has royally messed up, and for once in life, he has no idea what to do.

He was just genuinely concerned for your safety. It was all he thought about once you had finished detailing your expedition to him. He wanted to convince you—to pick the right words to say so he could persuade you not to go, but it seems that his fear of being seen as vulnerable shone through first. It reminded him of the days when you two weren’t close; the days he spoke to you while wearing his alabaster head.

He only wears that head because he “can’t bear to see idiots,” but given how he just called you “weak” and “incapable” in the argument that just transpired, one could almost laugh at the hypocrisy of it all. Veritas may as well talk to himself while wearing the alabaster head.

Because only idiots would address you with those terms. 

You were an enigma to Veritas from the very beginning. People from the Intelligentsia Guild rarely stood out to him, but you were different—sticking out like a sore thumb the moment he laid his eyes on you. 

That’s because your presence utterly enchanted him—you had similar tastes in literary works, you matched his sarcasm and topped it off with even wittier replies, and you also wanted to use your knowledge for other people to learn.

You were not weak and incapable. He saw you as anything but that, in fact. He was at fault for the argument, but he can’t bring himself to say it out loud, for Aeon’s sake.

He knows that he owes you an apology, it’s the least he could do... He just needs to apologize, then convince you to not go on that expedition. You’re scheduled to leave soon—approximately two and a half system hours—he still has time.

And yet, his mind is being stubborn. He knows that he needs to apologize, but he just can’t bring himself to. He can’t remember the last time he’s genuinely apologized to someone—an apology without a trace of sarcasm at that.

“Trouble in paradise, doctor?”

He could recognize the esteemed gambler’s voice from miles away, and it irks him how he always seemed to show up at the worst times. Aventurine’s got a knowing gaze on him—a stare that can pierce through any poker face so he could see exactly what they’re thinking. “I suggest not meddling in any business that doesn’t concern you, gambler.”

Except he’s already got him. “This is about Y/N, isn’t it?”

Hook, line, and sinker.

Aventurine believes that one’s eyes are the windows to the soul–and he doesn’t miss the way Veritas’ eyes soften when he says your name, smiling at the unintentional answer to his question. He definitely doesn’t have the best poker face in town. For such a stoic man, he surely cannot put himself together when it comes to anything that has to do with you.

Aeons. Just what were you doing to him?

There was no use hiding it from him, so he just silently nodded, with Aventurine clicking his tongue. “Rumors fly fast in the guild, especially when Dr. Ratio’s dear friend Y/N was seen walking out of his office crying. I just had to see what this was really about, you know?” 

You were crying when you left?

He doesn’t voice his concern out loud, of course. Instead, Veritas just sighs heavily. “All I wanted to do was convince her to not go on that mission that she’s currently dispatched on. It just seems… far too dangerous.”

Aventurine’s got an idea of what happened next considering how you ran out of this room crying, but he decides to ask anyway. “Oh? And how did that work out for you?”

Veritas refuses to meet his gaze, his heart sinking when he simply thinks about what happened earlier. “…”

“At least humor me, doctor.”

He turns away from Aventurine completely, a deep shade of red coating his cheeks. Was it out of embarrassment? Shame? Whatever it was, he didn’t need him to see it. “…I called her weak and incapable.”

When Aventurine doesn’t say anything for a few seconds, Veritas speaks to fill the silence. “I admit, I did not know what was going through my head when I addressed her with those words.”

The uncomfortable silence drags on for a little longer until it’s interrupted by the piercing sound of Aventurine’s laughter. His laugh makes the red spread across Veritas’ cheeks even more—uncharacteristically so, especially since he’s normally so put together. He doesn’t even have the heart to tell Aventurine to stop laughing, because a small huge part of him feels that he deserves this.

He deserves to sit through this feeling because he knows you faced the same humiliation when he shut you out.

“Hahaha! I can’t—“ Aventurine’s nearly keeling over in laughter, and the gambler swears he could feel tears build up in his eyes. “Oh, please! You have such a way with words, don’t you?”

Aventurine continues, failing to conceal his hysteria. “Weak and incapable? If anything, that’ll only fuel the fire. She’d want to go on that mission just to prove you wrong.”

“I’m well aware. It is exactly what happened after all.” You’re leaving soon. The thought of you leaving makes Veritas’ stomach churn, and he has no idea why. Out of all the many expeditions you’ve been sent on, this is the first time he’s felt this way–been filled with so much dread.

“Well,” Aventurine pretends to think for a moment, putting his hand on his chin. “It won’t hurt to sacrifice a little bit of your already enormous ego to apologize to her, no? There’s enough of your pride to go around.” 

I don’t know if I can bring myself to.

Veritas doesn’t say those words out loud. Instead, he masks his worries with a scoff. Aventurine doesn’t have to know. “Watch your mouth, gambler.”

“Oh my, I really struck a nerve there, did I?”

“Researcher Y/N? I’m sorry sir, she just departed a few minutes ago.”

You left.

The three system hours hadn’t even passed yet—there were still two hours before your scheduled departure—and you left early.

You left, and he didn’t even get the opportunity to apologize. 

The researcher could only watch as the great Veritas Ratio, normally so composed, looks away from him wide-eyed and mouth slightly agape. He’s utterly dumbfounded, a look that is never seen on his face. What is he supposed to do now?

You’re too late.

For the next several weeks, Veritas could only wait anxiously for your return. Worry follows him like a cloud, and even his students pick up on his weird behavior. It’s all so grueling—waiting for you without so much of an idea of how you’re doing or if your expedition is going well. 

While waiting for your return, he plans out his actions for the next time he sees you. He doesn’t want to apologize over text–Veritas sees it as inappropriate and prefers to show his sincerity in person. Face-to-face is how he is going to do it, and he sends you a message in preparation for that. “I’d like for us to talk when you’re back. Please message me immediately upon your arrival.”

…Except an error message stares at him back when he presses the send button. It’s almost mocking him in a sense, like the universe is doing everything in its power to prevent him from atoning for his mistakes. Of course you weren’t going to have signal when you’re so far away from him. Just what was he expecting?

You were scheduled to return after another few weeks, and Veritas could only prepare for the days to pass by excruciatingly slowly. Until then, he thinks over what he’s going to say for his apology. Maybe he could give you something too. He thinks that finding a way to get your favorite flowers is a nice start.

You’re tired.

Exhaustion envelops you like a blanket, and after trying your hardest to resist, you just can’t anymore.

You’re so tired. 

You finally succumb to the fatigue, falling onto the ground as your sword clatters with a thud. You lay there, lying in a pool of your own blood, accepting that this was the cruel fate that the great Aeons above bestowed upon you in the end. You laugh at the absurdity of it all, but it only comes out as a weak cough, which quickly transitions into a fit of hacking up crimson droplets—lighting your throat on fire.

It was a fragmentum monster ambush. The planet you were exploring contained a lot of them–mainly due to the Stellaron corrosion that it was experiencing. After three weeks of exploring, it was supposed to be just another day of collecting data and extracting information for the guild. You’ve done this countless times already–anything out of the ordinary happening was beyond you.

The ambush had occurred when you least expected it–you barely even had the time to draw out your sword. One thing led to another, and at some point, there were just too many of them that leaving the battle unscathed was out of the question. And at the end of it, you were a mess, standing in a field of bodies with blood sticking to your clothes–a mix of the fragmentum and your own. The worst part was that it was mainly your own, with the source coming from a deep gash in your abdomen. You were losing blood at a terrifying rate.

Panic fills your veins once you fully process the gravity of the situation. Heart thumping, you realize that you’re going to die–and you are going to die alone.

What a pitiful end this was.

You’ve sent a distress call to the guild, but you know that your fate has been sealed already. You’ll be long gone before anyone will be here to help you, and they’d just be here to clean up your remains. You hope that the guild would at least grant you a proper funeral.

It’s truly comical how fate works. People your age are usually too busy thinking about marriage, or deciding how many kids they want to have in the near future. And yet, here you are, on the precipice of reaching death’s door, thinking about your funeral. 

Your vision turns blurry, and you sniffle as hot tears begin to roll down your cheeks. Fuck, you don’t want to die. There are far too many things that you haven’t done. And yet, you can’t find the strength to continue on either. You’re just so, so tired.

In the midst of your cries, you softly mumble out a name. A name that you love, hate, and everything in between with a passion.

“…Veritas.”

You initially wanted to go on this mission with the intent of exploring this planet, but after the argument, you know you went mainly because you wanted to prove him wrong.

You wonder if he truly meant those words. Even if he didn’t, maybe he was right, because look at what your determination had cost you–lying in a pool of your own blood, all because you wanted Veritas to see that you weren’t weak and incapable.

Even though you went on this expedition angry at him, (a part of you still is angry) you’ve never wanted to see him so badly in your life. You were going to die with many regrets–perhaps the biggest one was that you never got to tell Veritas how you truly feel about him.

You just want to see him once last time. Is it selfish to ask for one more day with him? One more hour… or to engage in at least one more heated debate. Hell, you’d even take one more minute with him. And in that minute, maybe you’d slap him in the face for what happened. But maybe you’d tell him you love him and kiss him over and over, apologizing for even thinking about slapping his stupidly perfect face. 

Despite how much of an asshole he can be at times, you love Veritas Ratio. You love his snark and sarcasm and everything about him, and you’re going to die without even knowing if he loves you back. This is your biggest regret.

No, you can’t die like this. You need to tell him. You have to.

As darkness starts to cloud your vision, you use all of your remaining strength to pull your phone out from your pocket despite the wound in your abdomen screaming in protest. Your fingers shakily make their way to Veritas’ contact, and with a pained breath, you begin to type.

“Take me to where she sent the distress call, now.”

There was a bunch of commotion in the guild—too much commotion considering how early it was. Veritas could only wonder what all the clamor was about, but he froze once he heard your name leave one of the researcher’s mouths. 

And his biggest nightmare is now a reality once someone finally fills him in on the situation: Your signal had disappeared off the radar, but not after you sent a distress call to the guild. You needed help, yet you were so far from his grasp. “But Doctor, we-“

“I need not repeat myself. Her life is in grave danger, and yet here you are, arguing with me and wasting precious time when this time could be used saving her.” His words surprised both himself and the guild member, who shakily nodded at his request. Veritas was certain that if you were just anybody else, he could have less of a care about your distress signal. But no, this was you—and he needed to make sure that you were okay.

Veritas looked calm and collected on the outside, but on the inside, he was falling apart. Calm yourself, you need to be the strong one in this situation. She’s the one in danger here.

Aeons, all he had to do was convince you to not go on this expedition. Instead, he made everything worse with his poor choice of words, and now he’s paying the price for it. He could only hope that he wasn’t too late.

Wait for me Y/N. Please. That’s all I ask.

In his office, there’s a bouquet of your favorite flowers resting on his desk, and they’ve slowly begun to wither away.

When Veritas finally arrived at where you were last seen on the signal, there were bodies littered everywhere, and he could only hope that none of them were yours. Paired with those bodies was the color red—crimson was scattered all over, and it was practically all he could see. Did you take all of these fragmentum down by yourself?

As Veritas inspected all of the fragmentum bodies, all slain by a single blade, one of the researchers accompanying him pointed out a trail of blood leaving the site. It makes him freeze, because it might be…

“Y/N.”

Shit.

He immediately goes after the trail without an ounce of hesitation. The scene laid before him is something that has only haunted him in his nightmares, yet at this very moment, it lies before him as a terrifying reality. 

His blood runs cold, and for the first time in his life, Veritas Ratio is rendered speechless.

Your limp body lies in front of him, in a pool of so much blood that just seeing it sickens him to his stomach. He can’t feel his own body as he falls to his knees, paying no mind to the other researchers around him. No, right now, it was just you and Veritas. Nobody else.

With trembling hands, he pulls your body close to his own as your blood taints his clothing. Even though he knows you’re too far gone already, he can’t help but try to feel your pulse, because there’s a part of him that just refuses to believe that he’s too late.

There was nothing.

It probably hasn’t been beating for a while, and that thought leaves him utterly empty, with a single stray tear rolling down his cheek.

If he were just a little bit faster, maybe he could’ve saved you. If he could’ve just formulated his words correctly so he could convince you not to go on this expedition. If he could’ve just apologized…

If he could’ve just been… a better friend.

All these could haves, yet Veritas didn’t act on any of them.

Pathetic.

Your phone is beside you, and Veritas gingerly picks it up. The screen was still lit, despite it being shattered to oblivion. It was open to the messaging app—specifically his contact.

It was never sent due to poor signal, but you were messaging him before you died. He was your last thought.

“I’m sorry Veritas. I just don’t want you to think I’m weak and incapable.”

“Still, I want you to remember that”

You were the one apologizing to him, even after everything was said and done. He can’t even fathom that.

And weak and incapable, huh. You were anything but that. If anything, Veritas was the weak and incapable one. He was weak for not being able to swallow his pride even if he was the one in the wrong—and he was incapable of simply apologizing to you.

And the last message… What is it supposed to mean? 

What do you want him to remember?

When Veritas was sent to Penacony and matters with the head of the Oak family, Sunday, had been dealt with, he was finally allowed to leave. It was the first mission the guild had assigned him since you left, and his efforts to prevent Aventurine from going on an all-out suicide mission helped Veritas take his thoughts away from you, even if it was just for a moment.

And yet, you always find your way back to haunt him. Not even the Land of Dreams could prevent that.

Still, he had done his part, sorted out his deals in Penacony as a representative sent by the guild, and it was time to go.

It’s been a few months since your death, and Veritas thinks that living without you is like living without the sun. It’s funny how he’s only realized how much you’ve changed his life only after you’ve gone. You lit up his life, both metaphorically and physically—and now, everything feels so dull, and he constantly longs for your presence in the darkness. 

But now you’re gone, and he feels so terribly lost, even now as he does paperwork in his office. Life became way more monotonous after you had left. The quiet is suffocating, because Veritas can only think about the times that the quiet office was filled with your voice instead. 

Even now, in the rare moments that Veritas picks up a book nowadays, he thinks about how much you would have enjoyed it as well.

Paperwork is one of the few things that he finds solace in anymore, as it helps him drown out his thoughts so they don’t end up drifting back to you.

…You.

His eyes land on your sword before he can even do anything about it, and he swallows thickly. Your blade is displayed on his wall, another way for Veritas to show his honor for you. 

The blade you singlehandedly used to defeat all those monsters, and the blade you’ll never be able to wield again.

He tears his eyes away from it before his thoughts can spiral again. He can feel his vision start to blur, and he blinks the tears away before they escape. He wonders how many tears he’s shed for you since you’ve been gone.

Veritas tries and fails to focus on his paperwork once more until he’s interrupted by a knock at the door.

He thinks a walk will do him good.

He stands up from his desk and slowly walks over to his office door, wondering who it could be. He rarely gets visitors nowadays, unless it’s something that’s of utmost importance. Everyone else is afraid to talk to him, as Veritas became… colder after your death.

If anyone were to ask why—it’s because when you died, a part of Veritas did too.

He turns the door’s handle, only to see…

You.

You were standing right in front of him, in the same outfit that you were in the day you left for your mission. Except this time, you were alive, and Veritas has no idea what to think.

You’re the first one to break the silence, whispering his name. “Veritas?”

Hearing you say his name feels like he can finally breathe again. “Y/N? Is it really you?”

Before you can even answer his question, he engulfs you in a tight hug, breathing in your scent. Veritas held you like his life depended on it—because at this moment, it felt like it did. He says the words that hve been on his mind for the past few months. “I’m sorry, I’m so sorry darling. If only I hadn’t-“

You pull back from the hug, putting your pointer finger against his lips as a signal for him to stop talking. Barely even registering the endearing name that he called you, you smile, cupping his cheeks before sighing tenderly. “I’ve forgiven you a long time ago, Veritas.”

He only hugs you tighter, coming to a revelation that only makes the pain in his heart ever worsen. He saw your lifeless body himself, he paid respects to your body at your funeral… and he laid your favorite flowers on top of your gravesite where your body rested, even though those flowers were supposed to be an apology gift. “You’re… not real.”

“I’m still in Penacony, right? This is all a dream.”

You smile, nodding in conformation. “Nothing truly gets past you, does it? You’re dreaming what you desire the most right now.”

“I promise you that we will meet again, Veritas. it will not be today, but the day will eventually come, and I’ll be waiting for you every step of the way.” You breathe in deeply. “But right now, you need to wake up from this dream, before it's too late.”

He’s not sure if he wants to wake up, though.

“But what if… I just want to stay here with you?”

“We both know it’s not what you really want.” You can see right through him. “If you stay with me in this dream, you’ll be living nothing but a simulated life. I may be here with you, but you’ll never truly fill that hole in your heart, because I am not Y/N. I’m just a creation of your deepest desires, and you know that I’ll never be her. That is not a life worth living.”

“I know she would want you to live your life to the fullest, to truly experience things, to teach your students unforgettable lessons… so they become great people like you.” You pause, looking right into his eyes. They’re filled with pain, sorrow, and the desire to cling on to the past. “And when your time comes eventually, she will be waiting for you. You will apologize once again, because you never got to apologize to her before she died, but she has forgiven you long ago, and it’s all because…”

Despite that, you have to teach him that it’s time to let go. “She wants you to remember that she loves you, Veritas Ratio.”

“Still, I want you to remember that… I love you.”

A tear rolls down his cheek at your words, and then another…. and another. “Even if I don’t know how to apologize?”

You let out a watery laugh, nodding your head. “Even if you don’t know how to apologize.”

“Then… I will do as she asks. It is the least I can do to make up for what I’ve done.” He says, and he takes a deep breath before his next words. “Can I… hug you one last time? Even though you aren’t… actually her.”

“Go ahead, Veritas. But I’m afraid that after this, you have to let go.”

You need to let go.

He nods before wrapping his arms around your figure. It was such a vulnerable act, like a man putting the entirety of his heart and soul out for you to take. He breathes in your scent, wanting to take it in once last time before he has to bid you goodbye. You feel a few of his tears staining your clothing, but you pay it no mind. 

How many tears has he shed for you since you’ve been gone? Not enough. He doesn’t feel that it’ll ever be enough.

When he opens his eyes, you’re slowly fading away from him. There’s a melancholic smile on your face, your eyes meeting his—filled with pain, sorrow, a desire to cling onto the past, and yet… a hint of acceptance.

“Still, I want you to remember that… I love you.”

Yes, he remembers. And he’ll remember your words for the rest of his life, until the moment that he leaves this cosmos on his deathbed. He’s just hoping that you’ll wait long enough for him to say it back.

Before you’re about to fade away completely, you lean in one last time and whisper to him…

“It’s time to wake up, Veritas.”

He wakes up from the dream pool with a gasp. The water splashes around him, and a few stray tears roll down his cheeks. 

The rest of his actual Penacony trip went by surprisingly smoothly, and he doesn’t mention the dream that he had to anyone. It was like a secret shared between you and Veritas–and he was going to treasure that secret forever. 

And now, the Charmony Festival has commenced, and the fireworks have begun. As he watches the sparks explode into thousands of dazzling rays of light above, he pulls out his phone to text you. Almost like one final goodbye, because he knows it’s what you would’ve wanted.

“I love you too, Y/N. I will love you my entire lifetime–past beyond the boundaries of eternity, even after all the stars long die out in the cosmos.

I long for the day that we will meet again… because then, I’ll finally be able to tell you this confession in person. For now, I hope you can continue to find the patience to keep waiting for me. 

…Until the stars align, and we’re able to see each other once again.”

He looks up to the endless bursts of blazing rays lighting up the night, mixed with the eternal shine of the cosmos. It was truly a sight to behold. And for a split second, he could feel someone by his side watching the fireworks with him. It warmed his heart, even if it were just for a moment. 

“Aren’t these fireworks beautiful, Veritas?”

“They will never be as enchanting as you, Y/N.”