Download - 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?