First Party Data: between challenges and great opportunities
Oct 31, 2024 4:07:56 GMT
Post by nurnobisorker14 on Oct 31, 2024 4:07:56 GMT
Privacy and protection of personal data on the one hand , profiling and personalization of the customer experience on the other : when it comes to personal information, brands, marketers, advertisers and operators in the martech and adtech sector, more generally, often find themselves having to balance two seemingly irreconcilable aspects.
The long-awaited depreciation of third-party cookies also by Google has, in fact, sanctioned the beginning of a historic turning point in the world of advertising and marketing , opening the way to new challenges and great opportunities regarding the possibility of creating strategies targeted at the user.
Farewell to third-party cookies: companies ready to take up the challenge
First-Party Data: The Value That Comes from Trust
Publishers and Advertisers: First-Party Data and Data Collaboration
Farewell to third-party cookies: companies ready to take up the challenge
While for users the end of third-party cookies means greater respect for their privacy, for companies it means greater difficulty in collecting data to create marketing and advertising strategies aimed at personalizing and improving the customer experience.
A survey conducted by Capterra on a sample of 258 marketing professionals in Italy (" The age of cookieless data 2024 "), however, revealed that no less than 67% of companies are not frightened by this change of era , which they instead see as an opportunity to create value.
The data collected also shows that, although 68% of respondents recognise the great usefulness of third-party cookies, especially for purposes related to the personalisation of advertising campaigns, in fact only 5% of the sample declared themselves "very" or "extremely concerned" about their disappearance.
Among the measures, some of which have bulk email campaigns already been adopted, there are solutions that aim to improve the company's properties as a fundamental channel for the collection of first-party data, in full respect of users' privacy.
First-Party Data : The Value That Comes from Trust
Data Profiling Part 1 1Data Profiling Part 1 1
With the term " first-party data ", as we know, we indicate all the data related to users that, collected in the company's properties, are in fact the property of the company.
This category includes, for example, personal data, behavioral data related to browsing and purchasing paths, to name a few.
Historically, digital marketing has made little use of first-party data, but increasingly strict privacy regulations and the gradual depreciation of third-party cookies have highlighted their potential.
Advanced profiling and segmentation of your audience thanks to a deep knowledge of your users, but not only: first-party data is also a strategic resource in the advertising sector .
Obviously, the richer and more detailed it is, the more it allows the creation of winning marketing strategies. With first-party data, it is important to focus on the collection while always keeping clear the objectives for which it is made.
Let's not forget that first-party data, and even more so zero-party data, is linked to valuable user information , which is released by the latter in a context of relationship with the brand : the more value users perceive from the relationship itself with the brand , the higher the probability that they will disclose personal information , provided that the company is transparent and responsible for its use.
Publishers and Advertisers: First-Party Data and Data Collaboration
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While the value of first-party data for marketing activities is easy to understand for brands and businesses, it is less so if we extend the context to publishers and advertisers, the two other main players in the world of madtech.
First-party data , while valuable, does not in itself allow you to implement scalable marketing activities : the reach of campaigns enabled on it will always be lower than what is allowed with the use of third-party cookies.
This is where data collaboration comes in – the ability for the parties involved to increase the value of their data while fully respecting the privacy of the users involved, ensuring anonymity, and allowing each party involved to preserve ownership of the data.
Publishers can thus leverage the enormous amount of data collected in their properties not only to improve the browsing experience and the use of the content of their pages, but also to improve the quality of life of customers, allowing advertisers to connect with other first-party audiences through a protected and secure digital space (data clean room) in which data collaboration takes place without any exchange of data, in full respect of the privacy of the users concerned .
This is why, even in the advertising ecosystem, first-party data takes on significant centrality, opening up great opportunities for those involved, both in terms of data monetization and creative optimization and campaign effectiveness .
The long-awaited depreciation of third-party cookies also by Google has, in fact, sanctioned the beginning of a historic turning point in the world of advertising and marketing , opening the way to new challenges and great opportunities regarding the possibility of creating strategies targeted at the user.
Farewell to third-party cookies: companies ready to take up the challenge
First-Party Data: The Value That Comes from Trust
Publishers and Advertisers: First-Party Data and Data Collaboration
Farewell to third-party cookies: companies ready to take up the challenge
While for users the end of third-party cookies means greater respect for their privacy, for companies it means greater difficulty in collecting data to create marketing and advertising strategies aimed at personalizing and improving the customer experience.
A survey conducted by Capterra on a sample of 258 marketing professionals in Italy (" The age of cookieless data 2024 "), however, revealed that no less than 67% of companies are not frightened by this change of era , which they instead see as an opportunity to create value.
The data collected also shows that, although 68% of respondents recognise the great usefulness of third-party cookies, especially for purposes related to the personalisation of advertising campaigns, in fact only 5% of the sample declared themselves "very" or "extremely concerned" about their disappearance.
Among the measures, some of which have bulk email campaigns already been adopted, there are solutions that aim to improve the company's properties as a fundamental channel for the collection of first-party data, in full respect of users' privacy.
First-Party Data : The Value That Comes from Trust
Data Profiling Part 1 1Data Profiling Part 1 1
With the term " first-party data ", as we know, we indicate all the data related to users that, collected in the company's properties, are in fact the property of the company.
This category includes, for example, personal data, behavioral data related to browsing and purchasing paths, to name a few.
Historically, digital marketing has made little use of first-party data, but increasingly strict privacy regulations and the gradual depreciation of third-party cookies have highlighted their potential.
Advanced profiling and segmentation of your audience thanks to a deep knowledge of your users, but not only: first-party data is also a strategic resource in the advertising sector .
Obviously, the richer and more detailed it is, the more it allows the creation of winning marketing strategies. With first-party data, it is important to focus on the collection while always keeping clear the objectives for which it is made.
Let's not forget that first-party data, and even more so zero-party data, is linked to valuable user information , which is released by the latter in a context of relationship with the brand : the more value users perceive from the relationship itself with the brand , the higher the probability that they will disclose personal information , provided that the company is transparent and responsible for its use.
Publishers and Advertisers: First-Party Data and Data Collaboration
admin ajax 2 1admin ajax 2 1
While the value of first-party data for marketing activities is easy to understand for brands and businesses, it is less so if we extend the context to publishers and advertisers, the two other main players in the world of madtech.
First-party data , while valuable, does not in itself allow you to implement scalable marketing activities : the reach of campaigns enabled on it will always be lower than what is allowed with the use of third-party cookies.
This is where data collaboration comes in – the ability for the parties involved to increase the value of their data while fully respecting the privacy of the users involved, ensuring anonymity, and allowing each party involved to preserve ownership of the data.
Publishers can thus leverage the enormous amount of data collected in their properties not only to improve the browsing experience and the use of the content of their pages, but also to improve the quality of life of customers, allowing advertisers to connect with other first-party audiences through a protected and secure digital space (data clean room) in which data collaboration takes place without any exchange of data, in full respect of the privacy of the users concerned .
This is why, even in the advertising ecosystem, first-party data takes on significant centrality, opening up great opportunities for those involved, both in terms of data monetization and creative optimization and campaign effectiveness .