Die Relevanz von bereinigten First Party-Daten

What does that mean for advertisers?

Both the new privacy laws and the end of third-party cookies present advertisers with a new set of challenges:

1. Avoid adverse effects on advertising efficiency and thus on the ROI of advertising
2. Create a balance between precise targeting and impact measurement and consumer privacy.

Adaption of advertising strategies

As tough as the current times may be, companies need to revise their advertising strategies by responding positively to the situation and thereby gaining a competitive advantage. Below are a few ideas on how your company can make the transition.

1. Establishing partnerships for the use of second-party data
   Data sharing allows you to maximize the value of your own data. Advertisers can partner with other companies that have complementary interests. One option for secure data exchange is the concept of the data clean room. It is comparable to the trust account of a notary. Here, the shared data is stored in the cloud by a neutral third party, with neither party having to disclose their data to the partner.
2. Use customer touchpoints to capture first-party and zero-party data
   Make sure you build and maintain strong customer relationships. At the same time, the protection of user privacy must be respected. This also means that you increase transparency about data processing and use. Another very important aspect is the transparency of value exchange, building consumer trust and providing value in exchange for data. Explain to your users what they will receive in exchange for their data. This applies for the cookie consent to be able to deliver personalized ads, as well as for the use of existing customer data via technologies like CDPs. Using CRM data for online channels requires the user to give an additional permission (besides the cookie consent) e.g., for the connection of browsing behavior and CRM data or the push to walled gardens like Google or Meta. But why should users give their permission? Be transparent and try to explain the benefits for them in order to obtain their permission.
3. Contextual and interest-based advertising
   Contextual targeting is about identifying a user’s interests based on the context of the ad, such as the user’s location or the website they are on, and serving interest-based ads based on that. The contextual advertising is based only on the general interest of the user. As users increasingly distrust tracking and tech giants limit person-level targeting online and in apps, contextual advertising is emerging as a promising way for brands to reach their audiences. Especially since new contextual targeting tools are rapidly evolving technologically and state-of-the-art algorithms ensure speed, accuracy, and reliability of advertising.

The panacea: investing in first-party data and zero-party data

First-Party Data

First-party data is the foundation of the new marketing landscape. First-party data is collected directly from customers and passively captured – without the user’s direct involvement, but with their consent. This includes information such as browsing behavior, content consumption, location, device, and time of day.

Zero-Party Data

Zero-party data is data that users provide voluntarily and on their own initiative, in particular because they hope to gain an advantage or have products tailored to them. Zero-party data is data such as the user’s clothing size, intentions, preferences, and lifestyle. To truly understand the user, advertisers need more than just technical behavioral data. One way to convince users to open up and share personal information is to offer them something valuable in return. For example, personalized product recommendations or exclusive and early access to new products tailored to the user’s interests.

Review your data!

If you’ve gotten this far, you should take one more step to make sure your efforts were worthwhile. Check your received first-party and zero-party data for accuracy and authenticity. Because remember: 57% of all internet traffic is invalid or fake!

If you need help with the verification: In our article “How to detect IVT using your own analytics” we show you how to detect fake traffic in your own analytics tools.