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Moving to A First-Party Ad Economy | ExchangeWire.com

Moving to A First-Party Ad Economy | ExchangeWire.com | The CYDigital Blog | Scoop.it
At a recent function at DMEXCO, over a number of frothy pilsners, a European publisher exec told me that since 2017, they had abandoned passerby traffic arbitrage to focus on logged-in users.

The strategy resulted in a significant drop in traffic, but had increased their first-party data. While revenue took a hit initially, it did recover as overall eCPMs rose in line with supply constraints.

This strategy looks like genius foresight now. The publisher in question is in a strong position now as we move into the first-party era.

All publishers are going to have to follow a similar line to survive. First-party data is now table stakes for digital media. Whether or not publishers can do this at scale is a critical question. Scale is likely to be stitched together via data co-ops, ID initiatives and data joining tech.
CYDigital/marteq.io's insight:

First party data pales in comparison to zero party data (which is what CYDigital supports). Curated by CYDigital: enabling Marketers to discover extraordinary opportunities from their data https://cyd.digital

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Dear brands, I think we need to talk about data

Dear brands, I think we need to talk about data | The CYDigital Blog | Scoop.it
I need you to forget everything you thought you knew about me. Stop trying to consolidate conflicting data you have on me and wipe the slate clean. From now on it has to be zero-party data, directly from me.

If you let me in and give me control of what I’m willing to share, imagine how close it could make us. Imagine how relevant you would become if the data you have is clean and up to date.
CYDigital/marteq.io's insight:

The fastest path to a profitable relationship with the Consumer: zero party data.

 

Curated by CYDigital: enabling Consumers to capture, control and profit from their data. https://cyd.digital. Follow this blog: https://www.scoop.it/t/the-cydigital-blog.

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Forget Third-Party Data. You're Already Missing Out on Most of Your First-Party Data

Forget Third-Party Data. You're Already Missing Out on Most of Your First-Party Data | The CYDigital Blog | Scoop.it
For companies looking to to take their marketing efforts to the next level through the use of data and sophisticated AI technologies, it’s time to let go of questionable third-party data practices and instead rely on first-party data. Making this shift now will prevent any future upheavals in your company's marketing activities that may occur as regulations controlling third-party data grow tighter and consumer tolerance for its use diminishes.
CYDigital/marteq.io's insight:

Marketers need to shift from 3rd party to ZERO party, not first party.

 

Curated by CYDigital: enabling Consumers to capture, control and profit from their data. https://cyd.digital. Follow this blog: https://www.scoop.it/t/the-cydigital-blog.

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