Big data, deterministic data, probabilistic data, publisher first-party data, advertiser first-party data, second- and third-party data, data, data, data… today the industry is consumed with the promise of data, but all these different types of data can be overwhelming. Over the next couple weeks, SpotX will be breaking down the data monster, defining each type and exploring their roles in ad tech. Today, we’ll be defining publisher first-party data and its benefits.
What is publisher first-party data?
Publisher first-party data refers to the information collected by publishers about their sites’ visitors. This data can include behaviors, actions or interests demonstrated across their sites. First-party data is usually much more accurate than third-party data. If a user is logged in, first-party data may contain names, addresses, and phone numbers, leaving no room for doubt as to who the user is. If the user is not logged in, anonymized, but equally powerful site-interaction and behavioral data is available. Because of its inherent quality and lack of cost, this data is generally considered the most valuable. By leveraging the power of their first-party data, publishers can identify and target valuable audiences with accuracy and precision. This improves the monetization of the impressions these audiences generate by selling valuable segments in an anonymized fashion to advertisers.
How does it work?
Say Angie has a subscription to lifestylewebsite.com and regularly navigates to the Fashion & Lifestyle section. She usually clicks on articles related to fashion that lifestylewebsite.com shares on social media. This information about her content interests could be as granular as knowing she is more drawn to content about shoes. These interests are valuable to advertisers. With this knowledge, lifestylewebsite.com might approach an online retailer to sell a campaign targeted to shoe fans like Angie and thousands of others who visit.
Next week, we’ll continue our audience series by discussing how advertisers utilize their own first party data. We’ll explore What is Advertiser First-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