Data privacy laws around the world like the GDPR have shaken up many industries in recent years. From different software to marketing methods, companies need to adapt to the new realities to stay ahead of the competition.
In the age of privacy-centric marketing, advertisers must also rethink their practices. One element that all advertisers will stumble upon is first-party data. With all major browsers ending support for third-party cookies at the end of 2023, the shift to first-party data is already well underway for most companies. But there are also challenges that need to be overcome.
After an efficient and data protection compliant data collection, it is important to check this data. 57% of global internet traffic is invalid and originates from botnets, scrapers or crawlers. If you want to learn more about why and how bots are used, read our article about 7 tools and tactics used for ad fraud.
The high percentage of fake traffic means that much of the first-party data you collect is compromised and can therefore lead to bad marketing and even business decisions. As long as invalid data is not sorted out, you will continue to spend money on marketing activities but will not make any profit. On the contrary, bots on your website can even cause you a lot of trouble and worries, as we have shown in our previous article “The impact of invalid traffic on your marketing”.
In this article, we want to show you how to check your first-party data for purity, how to exclude invalid traffic, and how to use your marketing budget more efficiently.
“Fraudsters easily avoid detection from DV, IAS … that means traffic gets marked as valid even though it’s not from humans.” – Dr. Augustine Fou, World leading ad-fraud researcher
For a long time, cookies have allowed advertisers to track consumers on the Internet and display targeted ads based on a user’s browsing behavior. This is about to change – tracking options are decreasing or becoming more and more complex to implement!
Both Google and Apple have stated that they will not develop or support workarounds such as probabilistic fingerprinting for user profiling in their ecosystems.
Both the new privacy laws and the end of third-party cookies present advertisers with a new set of challenges:
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.
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 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.
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.
Invalid traffic impacts all digital marketing activities and can be broken down into 3 main pillars:
“Accessing data is becoming more challenging, so make efficient use of your data.” – Tilman, Pfeiffer, CEO fraud0
This is where automatic real-time blocking solutions like Fraud0 come into play. By implementing our code into your website, our system automatically detects fake and invalid traffic, as well as low-quality traffic patterns, and excludes them from further viewing of your ads in real time.
You can use our analytics suite to get an in-depth look at your traffic in real-time and to understand where exactly the invalid traffic is coming from. You can also compare which platforms drive invalid traffic, or which channels or keywords are bringing in a lot of fraudulent activities. Furthermore, you can then exclude those keywords or shift your budgets to platforms and campaigns that perform better and drive high-quality traffic.
Not only do you need to think about how your company can manage the transition to first-party data in the future, but you also need to think about how you can verify the purity of your data.
Sign up for a free 7-day trial with Fraud0 today and see the results for yourself – no strings attached and no credit card required.