wtf is first-party vs. third-party data? (digiday wtf programmatic for publishers - 4/30/15)

1ST AND 3RD PARTY DATA FOR PUBLISHERS

AGENDA

•  WTF Is 1st And 3rd Party Data?

•  Benefits Of 1st Party Data

•  Best Practices

WTF IS 1ST AND 3RD PARTY

TARGETING?

THE KEY TO SUCCESSFUL AUDIENCE SEGMENTS

Age (3rd party)

Visitation Frequency (1st party)

Section Affinities (1st party)

Segment

CHARACTERISTICS OF 1ST AND 3RD PARTY DATA

•  Registered Users

•  Any Action:

•  Purchase

•  Share

•  Search

•  Read

1st Party 3rd Party

•  Demographics

•  Offsite Characteristics:

•  Behaviors

•  Interest

•  Intent

•  Search History

VS

FEATURES AND BENEFITS: 1ST PARTY DATA

Online data that is created and owned by the publisher

No additional cost to target

Highly valuable and underleveraged

Exclusive/unique

FEATURES AND BENEFITS: 3RD PARTY DATA

Data that is owned, collected, and stored by another 3rd party

vendor

Non-transparent

Variable CPM usage costs

Universally available and undifferentiated

1ST PARTY DATA ON…

Technographic & Geographic

Ad Exposure & Interaction

Contextual Targeting

On Site Searching

User Content Affinity, Interests, And Intent

Traffic Source Exposing Where

Users Came From

Registration Data

10

BENEFITS OF 1ST PARTY DATA

LEVERAGE YOUR UNIQUE 1ST PARTY AUDIENCE

TRANSPARENT

FLEXIBLE  

UNIQUE  

SALES: BEFORE AND AFTER DATA

Pre-Audience Selling

Post-Audience Selling

EDUCATION

IMPLEMENTATION

OPTIMIZATION

Advertiser facing audience segment

descriptions and one-sheets

Include audience targeting in your

current proposals and recommendations

Allocate 15-20% of the overall proposal budget

to audience targeting

Fluid and flexible budget expectations

Regular segment update and update for

core segments

Leverage yield analytics data to optimize

performance

Because it works.

Why?

Pure 1st party segments saw a 50% lift in

performance vs. those containing 3rd party data

KEY TAKEAWAYS

1st party data is extremely valuable

Increases performance, inventory, and CPMs

Ability to sell audiences via private marketplace and

audience extension

Questions?