Google has finally begun the process of third-party cookie depreciation, and with the seismic shift this signifies for advertisers, it’s essential to determine how to maximize the use of their first-party data. While many brands have seen the signals coming, others may find themselves falling behind a rapid curve as the year progresses.
Marketers must strive to understand the where, when and why behind consumers making a purchase decision, utilizing the data collected through their brands’ personal channels. Beyond simply collecting this data, analyzing and applying it will ultimately be the determining factor in its impact on brands. As they continue to build out their first-party databases and define their metrics of success, finding unique insights into their target audience will generate creative and impactful marketing outreach.
However, keeping tabs across channels may seem daunting, particularly for those still primarily operating in a third-party ecosystem. The first step is to consolidate a brand’s first-party data into a single view that can be used for multiple campaigns. An experienced data partner can assist throughout the onboarding process and beyond, to help collect, distill and draw impactful insights from first-party data.
The key to first-party data collection lies in establishing and maintaining consumer trust. Even as marketers attempt to personalize their outreach, they must be cognizant of how they are utilizing consumer’s personal information. Semcasting has extensive experience working with data from sensitive verticals such as healthcare and pharmaceuticals. As a result, its patented AudienceDesigner by Semcasting (ADS) platform has robust data protections in place to ensure compliance with all applicable privacy laws. Onboarded data is not stored within the platform, and is instead assigned an encrypted ID that removes personally-identifiable information— allowing for accurate, personalized outreach, without the risk of noncompliance.
Even with accurate and compliant first-party data, some of the ongoing reliance on third-party cookies has remained because of the increasing complexity of mapping the consumer journey across multiple online and offline channels. Semcasting boasts a proven history of performance and accurate identification using first-party data within a cookieless environment. The ADS platform utilizes core identifying factors such as device IDs, IP addresses and location data with additional first-party information through its identity graph. Using its constellation method, the identity graph is able to define a brand’s unique audience and provide specific insights in real-time to optimize campaign planning and performance.
Increased data accuracy opens the door to a valuable competitive advantage. ADS possesses the capability to target audiences based on location and footfall traffic. For example, the location polygon allows clients to encompass the geographic area surrounding a competitor, and target the device IDs of consumers recently identified in the surrounding area. By directly reaching the consumers of its competitors, ADS can bolster its clients' comparative performance.
As third-party cookies decline, the advertising ecosystem is on the precipice of significant change. Though the move to first-party data may be daunting, it will bring greater control to both brands and consumers and ultimately, more transparent advertising. As brands and marketers wade through this change, having an experienced data partner can give them a significant competitive advantage. By championing first-party data, ensuring privacy compliance, and providing cutting-edge measurement capabilities, Semcasting’s ADS platform positions itself as the essential tool for businesses striving to succeed in the dynamic world of digital advertising.