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While the value of first-party data for marketing activities is easy to understand for brands and businesses, it is less so if we extend the context to publishers and advertisers, the two other main players in the world of madtech.
First-party data , while valuable, does not in itself allow you to implement scalable marketing activities : the reach of campaigns activated on it will always be lower than what is allowed with the use of third-party cookies.
This is where data collaboration comes in – the ability for the parties involved to increase hong kong mobile database the value of their data while fully respecting the privacy of the users involved, ensuring anonymity, and allowing each party involved to preserve ownership of the data.
Publishers can thus leverage the enormous amount of data collected in their properties not only to improve the browsing experience and the use of the content of their pages, but also to improve the quality of life of customers, allowing advertisers to connect with other first-party audiences through a protected and secure digital space (Data Clean Room) in which data collaboration takes place without any exchange of data, in full respect of the privacy of the users concerned .
This is why, even in the advertising ecosystem, first-party data takes on significant centrality, opening up great opportunities for those involved, both in terms of data monetization and creative optimization and campaign effectiveness .
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