Will Publisher-Created First-Party Data Platforms Save Ad Tech?
- Sameeha Junejo and Sarah Nasir
- Sep 7, 2020
- 1 min read
Due to changes in third-party cookie policies and privacy regulations, big media is choosing to unite audience data from different digital properties and sell advertising against the unified audience through proprietary ad-targeting platforms. However, unifying first-party data across a set of digital properties presents unique challenges.
If third-party cookies are blocked or not available, the publisher’s first-party data will be associated with domain-locked first-party cookies, with users having a unique identifier in those first-party cookies on each property. This leads to different identifiers for different for first party cookies for different digital properties.
Although merging data across a set of digital properties is valuable, supplemental data is necessary in order to provide a panoramic view of the customer. The supplemental data includes information about customer demographics, affinities, viewing behaviour, purchasing history, and more via high-quality second- and third-party data providers.
Additionally, consequences of privacy legislation include publishers being required to ask users every single time they visit a site whether it’s okay to track their usage and sell their data. Publishers need to ensure privacy compliances and figure out a way to handle customer privacy preferences across properties.
If you have any ideas to help publishers overcome challenges related to unification of data across different digital properties, we would love to collaborate with you.
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