What is first-party data?
First-party data is the user data that businesses collect directly from their users by themselves. This data can be collected when the users browse through the website or app, interact with social media accounts, fill out surveys or lead forms, sign up for subscriptions, download ebooks, or interact with your business in any other way.
First-party data in programmatic advertising
The potential death of third-party cookies will require companies to use first-party data in digital advertising predominantly. Companies can collect first-party data when users browse through their websites, fill out forms, and perform other actions associated with the touchpoints. This data may be limited in breadth but is more accurate. The transition from third to first-party data may be challenging in many ways.
Transitioning from third to first-party data
Since first-party data is new to the industry, some initial challenges are natural.
- Unifying data: Collecting and unifying data across multiple platforms like websites, apps, in-store POS, social media, etc., to create a single user profile can be challenging. Identifying a user across all the platforms as the same and delivering a perfectly personalized experience will be a little tough in the beginning.
- Technical expertise: Implementation of first-party data in a programmatic advertising ecosystem involves technical dependencies and requires technical expertise.
Benefits of first-party data
First-party data is more accurate as businesses collect it directly, and therefore, they have more control over it. It also eliminates dependencies on third-party platforms to collect user data. Additionally, it enables brands to know more about their customers and deliver more personalized and unique experiences.