Every internet user has had experience interacting with a brand online, whether that be through viewing or clicking on an ad, browsing a brand’s website, or even logging into that site to make a purchase. What users may not realize is all of these interactions provide advertisers with valuable first-party data. So what does this first-party advertiser data look like?
What is advertiser first-party data?
Advertiser first-party data is generated and owned by the brand and then used for its own ad targeting. This information can be collected from online or offline transactions with the brand, interactions on the brand’s sites or from the brand’s advertising initiatives. Depending on the brand, the brand may have have a rich history of interaction with their audience, including user transaction history. The brand can then utilize this data to offer recommendations for other products within their site or to serve this user targeted ads based on their browsing or purchase history.
How does it work?
When lifestylewebsite.com served Angie an ad for a retailer’s most popular pair of shoes, the shoes caught Angie’s eye and prompted her to click on the ad for more details. Once the retailer discovers Angie has clicked through, they will continue to foster their customer relationship with Angie by serving her more ads. Say the ad actually influenced Angie to purchase the shoes once she arrived at the site, the retailer can recommend a complementary pair of shoes that other customers have purchased within the site. The retailer can also continue to serve her ads for that different pairs of shoes on other websites around the world.
Next week, we’ll be moving on along in our audience series, discussing second party data and its benefits. Stay tuned!
Read previous posts from our audience series:
- What Are Cookies and How Do They Work on Desktop Vs. Mobile?
- What is First-Party Publisher Data?
- What is First-Party Advertiser Data?
- What is Second-Party Data?
- What is Third-Party Data?
- What is Deterministic and Probabilistic Data Modeling?
- The Skinny on Audience Buying and How it Differs from Contextual
Lexie Pike, Product Marketing