What is Data Enablement?
For publishers looking to get the most out of targeting the right audience, data enablement and leveraging first- and third-party data are key factors for success. So, what’s the difference between the two, and how can a publisher successfully manage their data? We sat down with SpotX’s SVP of Strategic Partnerships Jeremy Straight to talk through data enablement and what’s on the rise for the ad tech industry.
First-party data is information that the publisher collects through their own site visitors. If a site user is logged in, publishers have access to information such as name, address, phone number, leaving it very clear who the site user is and maximizing the ability the publisher has to target this audience.
Third-party data is data a publisher would be license through a Data Management Platform (DMP). This information is collected on the user through multiple avenues and aggregated into comprehensive audience segments and profiles for the publisher. The benefit of third-party data? The magnitude of the scale that sometimes isn’t achievable with just first-party data.
“One of the things SpotX is doing to help our publishers in data enablement is making sure our tools have the flexibility to onboard their own first-party data,” shared Jeremy. “Our open, extensible platform, is able to with all of the major data partners, making it simple and easy for our publishers to connect any of their data.”