Marketers must be able to differentiate and utilize first- and third-party data to create campaign targets while complying with local and global data privacy regulations. In this video, learn how to apply data management protocols in accordance with local and global requirements.
- [Narrator] Programmatic advertising and first-party data. One of the most critical aspects of Programmatic advertising is the respect of people's data and their preferences. Legislation that protects consumers will continue to be passed, and marketers must be able to respond accordingly. How you handle this data must comply with local and global data privacy regulations. There are three primary types of user data. First-party data is the data collected by your company directly from your audience. This is the result of customer interactions, building customer records, website analytics, and CRM systems. Second-party data is someone else's first-party data, sold or exchanged. An example of this is when a company sponsors a white paper or research report on a publisher's website, or to their list in order to generate leads. They then share the leads gained from the publisher's website. Third-party data is non-identifying data aggregated from multiple sources, such as data collection networks and advertising platforms. In Programmatic marketing, the primary source of third-party data is called the Data Management Platform, or the DMP. Regulations, such as GDPR and California's Consumer Privacy Act define the user's right to manage their personal data and how it is used. According to these regulations, the user must agree to their data being collected, how their data will be used or processed, and the right to request deletion of that data. Because first-party data is owned by a company, using it as the source of data-driven marketing yields the highest return on investment. First-party data is typically more accurate and more in-depth than other sources of data. Because those visitors have been to your website, they carry your cookie on their browser, which enables you to target them. A website visitor, even though they may not have signed up or purchased anything, still has a cookie from visiting your website. This is considered first-party data, and most websites disclose the usage and purpose of cookies. Because of increasing privacy regulations, the emphasis on first-party data will increase. Increasing as well are the usage of ad blockers, browsers that block third-party trackers, and do not track and opt-out mechanisms. Eventually, third-party data will become much more difficult to obtain, less reliable, and more restricted.
- Data and behavioral targeting
- Managing programmatic and third-party data
- Reaching the right audience
- Targeting audiences
- Dealing with ad fraud