Tag Archives: FirstParty

Advertisers Can Own, Optimize First-Party Data To Retarget Incentives Based On Consumer Responses To Promos

Advertisers Can Own, Optimize First-Party Data To Retarget Based On Consumer Response To Promos by Laurie Sullivan @lauriesullivan, July 14, 2022 SKUx wants to change the way promotions are delivered and redeemed, so developers at the company created technology to capture first-party data based on how consumers engage with offers. The platform, Buyer (X)ccelerator, gives … Continue reading Advertisers Can Own, Optimize First-Party Data To Retarget Incentives Based On Consumer Responses To Promos →

Data Shows First-Party IDs Outperform Third-Party Cookies In Programmatic Ad Campaigns

Cookieless Targeting

Data Shows First-Party IDs Outperform Third-Party Cookies In Programmatic Ad Campaigns by Laurie Sullivan @lauriesullivan, June 22, 2022 Adform released research at the Cannes Lions festival showing that first-party IDs deliver significant uplift and scale on programmatic ad campaigns running with its ID Fusion solution. The company commissioned PwC to work with OMD Norway and … Continue reading Data Shows First-Party IDs Outperform Third-Party Cookies In Programmatic Ad Campaigns →

Identity and attribution can give your first-party data strategy a boost

Data Strategy

You can’t improve ROI without accurately measuring campaign performance. For that, you need solid data and identity. Chris Wood on May 12, 2022 Measuring campaign performance can be difficult as digital marketing channels multiply and customers drift across those varied channels. “Identity and data are key to accurately measuring market performance,” said Gloria Ward, director … Continue reading Identity and attribution can give your first-party data strategy a boost →

3 ways to optimize first-party data collection

Data Management

First-party data is more important than ever in a digital-first world. Corey Patterson on May 9, 2022 “Our digital future was happening well before a global pandemic; it just simply accelerated it,” said Mark Bornstein, VP of content marketing at ON24, in his presentation at The MarTech Conference. “But the way in which we engage has … Continue reading 3 ways to optimize first-party data collection →

How B2B marketers can activate first-party data in their CDP

B2B Marketing

CDPs help orgs collect and centralize valuable customer data as more comes in through engagement and testing. Chris Wood on May 3, 2022 Customer data platforms (CDPs) centralize data from customer touchpoints. In B2B buying decision-making is often spread out over many individuals within an organization, marketers can use CDPs used to guide purchasers through … Continue reading How B2B marketers can activate first-party data in their CDP →

Braze for Commerce will deliver personalization powered by first-party data

eCommerce Platforms

Braze has released a set of solutions to help retail and e-commerce brands leverage zero- and first-party data in a no-code environment. Kim Davis on March 28, 2022 Customer engagement platform Braze has announced a new package of products under the name Braze for Commerce. Aimed at retail and e-commerce brands, Braze for Commerce seeks … Continue reading Braze for Commerce will deliver personalization powered by first-party data →

2022 Will Be the Year of First-Party Data

Data Management

Bob Hutchins January 5, 2022 First-party data is information a company collects directly from its customers and owns. In 2022, more and more companies and brands will move toward collecting, segmenting, and storing first-party data. Third-party data has traditionally been the first choice for marketers as it can be used as a proxy for first-party … Continue reading 2022 Will Be the Year of First-Party Data →

Why first-party data collection should be a priority for marketers

Data Platforms

Knowing the value of first-party data collection and activation is the first step toward successful campaigns. Corey Patterson on January 5, 2022 “No matter what your business objectives are, you need to understand your audience and leverage that data to fulfill your objectives,” said Pete Wootton, Chief Product & Data Officer for U.K. and U.S.-based … Continue reading Why first-party data collection should be a priority for marketers →

How Reckitt gained a competitive advantage with first-party data

Competitive Advantages

Using Artefact’s audience engine, Reckitt improves segmentation and ROI. Chris Wood on November 9, 2021 “The audience engine is aimed at building a scalable and AI-driven approach to first party data,” said Tristan Silhol, Senior Manager, Consulting for Artefact US, part of the global data services company, at the recent MarTech conference. He noted that … Continue reading How Reckitt gained a competitive advantage with first-party data →

Ready to Leave Cookies Behind? Steps to Become a First-Party Data Expert

Data Management

Stephanie Shreve August 20, 2021 It’s no secret that third-party cookies are on their way out. Consumers have demanded more control over the data they share, and government regulations and browsers followed suit. According to StatCounter, we can expect an 82% decline in addressable media with the loss of third-party cookies. This equates to a … Continue reading Ready to Leave Cookies Behind? Steps to Become a First-Party Data Expert →