Unlocking the potential of first-party data
Building an unbreakable data supply chain in a cookieless world
The entire ad tech ecosystem—brands, agencies, publishers, demand-side platforms (DSPs) and supply-side platforms (SSPs)—has identified audience targeting as the most important area of focus in the next six to 12 months. Audience targeting will outpace retail media, sustainability and attention metrics, according to TripleLift’s 2023 NPS Study. The key to achieving that goal of enabling the most effective targeting is a clean data supply chain.
present
For publishers to monetize their first-party data, they often lean on data management platforms (DMPs) to provide segmentation, among other valuable features like audience insights and reporting capabilities. DMPs and the insights they provide can further drive direct ad sales opportunities for these publishers.
Instead of facilitating third-party data that ultimately reduces spend on media, publishers can drive revenue by unleashing their first-party data across programmatic channels.
Publishers can unleash this data by asking themselves the following questions:
Is the solution “plug and play,” or do I need to schedule material engineering resources for implementation?
Do I have any control over what data is shared with DSPs and other buyers?
Can I match my first-party data with advertisers’ first-party data to bring the combined power of both sets of data—and if so, can I do that without actually giving my data away?
Advertisers, meanwhile, may want to ask themselves the following:
Can I match and leverage my data with partners without having others—notably my competitors—benefit from my data?
Can I accurately find my customers via quality publishers without using third-party cookies?
As for privacy and identity protection, nearly 7 in 10 marketers have not implemented solutions to solve for these issues in non-third-party-cookie environments, according to a TripleLift/Ad Age survey. That is largely due to a lack of understanding about available industry solutions and a belief that other entities—SSPs, DSPs, publishers, etc.—are responsible for providing privacy and identity solutions.
Integrating with the right ID solution partners for my buyers and publishers?
Helping publishers unleash high-quality first-party data?
Keeping publishers’ and buyers’ data secure?
Maintaining transparency on segment creation, audience verification and performance?
It’s abundantly clear that a strong first-party data strategy, and the right partner to help implement that strategy, is essential to build an unbreakable data supply chain in the post-third-party cookie environment. When pursuing that strategy and looking for the right partner, keep these ideas top of mind:
It’s been almost four years since Google first announced it would deprecate third-party cookies in its Chrome browser, and more than two years since the collective industry freakout forced the company to delay those plans until 2024. For those who are still figuring out their data strategies to address the cookiepocalypse, the future is now. The good news is building an unbreakable data supply chain will help get you there.
AdAge.com
Triplelift.com
TripleLift is an advertising platform on a mission to elevate digital advertising through beautiful creative, quality publishers, actionable data and smart targeting. Through over 1 trillion monthly ad transactions, TripleLift helps publishers and platforms monetize their businesses with technology that enables the world's leading brands to find audiences across online video, connected television, display and native ads. Brand and enterprise customers turn to TripleLift because of its innovative solutions, premium formats, and supportive experts dedicated to maximizing performance. As part of the Vista Equity Partners portfolio, TripleLift is NMSDC certified, qualifies for diverse spending goals and is committed to economic inclusion. Learn more about how TripleLift raises up the programmatic ecosystem at triplelift.com.
1. Maximize the power of first-party data
All of this impacts overall performance for the advertiser which, along with the cost, is key.
The need for a clean data supply chain
Key takeaways
First-party data: the publishers’ and advertisers’ advantage
2. Make addressability a priority
3. Leverage trustworthy and transparent data
Not only that, but investing in a first-party data strategy provides publishers with data ownership over a valuable asset that belongs exclusively to the publisher. Publishers can dictate how their data is used and with whom they share it, enhancing data security and maintaining data integrity.
Advertisers also reap the rewards of embracing first-party data. A first-party data strategy empowers advertisers to regain control, ensure data quality, enhance privacy compliance and build more meaningful relationships with users.
Because first-party data is scalable, advertisers are empowered to tap into previously untargetable audiences across browsers like Safari and Firefox. This also has the potential to allow advertisers to reach lookalike audiences, especially if advertisers work with supply partners that can provide this capability.
In a world where data reigns supreme, understanding the power of first-party data is just the beginning. The key is to take action and harness this largely untapped resource. It’s imperative that both advertisers and publishers work with supply partners that make it possible to tap into both advertiser and publisher first-party data—and complement existing identity solutions and industry initiatives that are being rolled out now in advance of total third-party
cookie deprecation.
of marketers haven’t implemented solutions to solve for privacy & identity
69%
Less
Individual
addressability
More
Individual
addressability
70%
30%
-
+
Due to the fact that MFA sites don't have high-quality content to attract audiences, this creates significant waste for advertisers and turns into campaigns that under-perform against key KPIs.
Programmatic advertising benefits from creating an ecosystem where publisher first-party data and premium publisher content drives advertiser spend, leaving MFA inventory behind. Clients should opt for a premium marketplace that trades in premium inventory and compliant data.
Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with our audience. To partner with Ad Age Studio 30, email James Palma at jpalma@adage.com.
This custom interactive report from Ad Age Studio 30 and TripleLift will outline the major challenges facing the ad tech community as third-party cookie deprecation becomes a reality, and detail the top three ways to optimize a truly unbreakable data supply chain.
Deal-based buying is becoming increasingly essential in the realm of programmatic advertising, especially when leveraging first-party data. It offers advertisers a direct channel to premium publisher inventory, ensuring greater data quality and campaign effectiveness. By forging partnerships and deals with trusted publishers, advertisers gain access to high-quality first-party data sources—at scale. This not only enhances the accuracy and reliability of audience targeting but also facilitates more transparent and brand-safe ad placements. Deal-based buying, when integrated with first-party data, empowers advertisers to create tailored, privacy-forward campaigns that resonate with users.
Another major challenge is slow adoption and testing of post-third-party cookie solutions by advertisers, though they recognize the increasing urgency over the next six to 12 months. That said, many buyers have not really moved to make the necessary changes, thanks to decision paralysis.
Essentially, assuming that advertisers learned the lessons of iOS14 and GDPR, they need to build out a strategy as soon as possible while they have the luxury of exploring the various options.
In other words, the time to rebuild the data ecosystem is now.
How advertisers and publishers can employ a portfolio of solutions to solve for targeting gaps in non-cookied environments:
“MFA is the biggest problem we’re facing on the web right now,” said Chris Kane, founder of Jounce Media. “The current third-party cookie-based data supply chain has enabled MFAs to flourish and inventory from quality publishers has become undervalued.”
To help advertisers and publishers build an unbreakable data supply chain, the right supply partner should check the following boxes. Are they:
Here are the top three ways the ad tech community can repair the broken data supply chain:
Cohort
Preparing for Google’s Privacy Sandbox by incorporating cohort targeting into your strategy.
1P
identified
Working with a vetted identity partner while also understanding the limited reach/scale they may have.
Cross-domain
identified
Currently unavailable audiences
% of addressable web today
Targetable audiences today
47%
53%
results at scale
boost CPMs
advertisers
publishers
future is now.
An essential data match is only accurate
51% of the time.
Made for Advertising sites, which the Association of National Advertisers has labeled “spammy, clickbait or low-quality sites,” are largely facilitated by the ubiquity of poor quality third-party data linked to third-party cookies. Users are tracked on premium publisher sites, their data is captured by data providers and, via third-party targeting, those users are then targeted on MFA sites.
Many advertisers still allocate a substantial amount of budget to third-party data. However, it's clear that third-party data lacks transparency and does not deliver value—for both consumers and advertisers—and has led to the emergence of bad actors.
A central problem programmatic buyers have faced since the beginning is using the right data to find their desired audience and aligning with content that is relevant and high quality.
One of the overriding challenges in the digital marketing landscape is the prevalence of poor quality and inaccurate third-party data.A Truthset study spanning 15 data brokers finds email and postal address matches that underpin ad targeting and audience measurement are right only 51% of the time. In addition to the quality shortcomings of third-party data, its use can raise privacy law compliance challenges since it's often old, of questionable provenance, may have been collected with little or no user transparency and is available to anyone with a checkbook.Another major challenge is slow adoption and testing of post-third-party cookie solutions by advertisers, though they recognize the increasing urgency over the next six to 12 months. That said, many buyers have not really moved to make the necessary changes, thanks to decision paralysis.
Essentially, assuming that advertisers learned the lessons of iOS14 and GDPR, they need to build out a strategy as soon as possible while they have the luxury of exploring the various options.
In other words, the time to rebuild the data ecosystem is now.
Source: Advertiser results from a recent TripleLift study
Not only that, but investing in a first-party data strategy provides publishers with data ownership over a valuable asset that belongs exclusively to the publisher. Publishers can dictate how their data is used and with whom they share it, enhancing data security and maintaining data integrity.
Advertisers also reap the rewards of embracing first-party data. A first-party data strategy empowers advertisers to regain control, ensure data quality, enhance privacy compliance and build more meaningful relationships with users.
Because first-party data is scalable, advertisers are empowered to tap into previously untargetable audiences across browsers like Safari and Firefox. This also has the potential to allow advertisers to reach lookalike audiences, especially if advertisers work with supply partners that can provide this capability.
In a world where data reigns supreme, understanding the power of first-party data is just the beginning. The key is to take action and harness this largely untapped resource. It’s imperative that both advertisers and publishers work with supply partners that make it possible to tap into both advertiser andpublisher first-party data—and complement existing identity solutions and industry initiatives that are being rolled out now in advance of total third-party cookie deprecation.
Focusing on a first-party identified strategy, which may include contextual, behavioral and other publisher first-party data types.
Focusing on a first-party identified strategy, which may include contextual, behavioral and other publisher first-party data types.
First-Party Data Solutions
Privacy-First
The Time is Now
Proven Performance
Privacy-First
The Time is Now
Proven Performance
TripleLift Audiences is solving addressability needs for publishers and advertisers. Learn more from our experts below:
TripleLift Audiences is solving addressability needs for publishers and advertisers. Learn more from our experts below:
unless 1PD is activated