[Editors note: We are republishing an article by Peter Houston that explores the possibilities of first-party data. This piece was originally published on What’s New in Publishing.]
When third-party cookies finally go away in 2022, marketers will be looking longingly at the audience data collected directly by publishers to help them define and target their messaging.
Unless you’re a data guy or girl, the conversation around data can seem a little… I was going to say boring, but let’s go with daunting. But you absolutely need to know that in the brave, new, privacy aware world that we are heading for, the data you collect from your audiences is potentially gold dust.
Data is the single biggest driver in modern marketing. Past efforts have centred on targeting the individual at scale, the magic trick delivered by third-party cookies. But with regulators and big-tech shutting down advertisers’ right to stalk potential customers indiscriminately, accurate directly acquired first-party data is going to have real currency.
The beauty for you as a publisher is that if you have an audience, you have the capacity to capture first-party data.
Giving publishers an in-the-moment view of everyone on their site
Permutive, a London-based data platform provider, raised $18.5 million in series funding in 2020. Clients include Buzzfeed, Immediate Media, Dennis Publishing and The Economist.
A global people-based identity solution for the open web
Lotame operates from a global network of offices, from New York to Mumbai, Singapore to Sydney. Clients include McClatchy, Haymarket and JPI Media.
High-quality & custom audience segments and data enrichment
OnAudience is one of the world’s largest data suppliers, but also provides a data management platform to enable publishers to collect and analyze their own first-party data.
More from The Fix: How publishers can become more audience-focused?
In January this year, Daniel Gilbert wrote in Campaign, one of the UK’s leading marketing magazines, that he is ‘baffled’ that more marketers aren’t talking about what the cookieless era means, and what they should be doing about it. The headline on his article is a stark, Take control of your first-party data, or quit marketing.
Gilbert thinks a solid first-party data strategy shouldn’t just be a long-term goal for the sector: “It’s about to become imperative for digital marketing”. He says, because big-tech will no longer track users around the internet on behalf of marketers, they must take responsibility for their own first-party data collection.
Reading between the lines, marketers don’t yet see developing their own first-party data capabilities as a priority. That’s a major opportunity for publishers to build on their audience relationships and put first-party data at the heart of their businesses.