Advertisers are pushing to address the challenges of a changing digital eco-system. With addressability compromised by the depreciation of 3rd party cookies and wider industry change brands and their media agencies increasingly look to the role of 1st party data in driving performance.
Relative data maturity is regularly sighted as a consideration for whether an organisation is ready to leverage 1st party data in media, often expressed as 'data ready or readiness'. Let's be frank, most initiatives in data & technology are fraught with difficulty and timelines extended. Marketers are understandably reticent to suggestion of further data work, the expectation being that there will delay and cost associated.
The schemas and tables already in place for email marketing are typically highly suitable for use in 1st party fuelled paid media
At AUDIENCES we have the unique perspective of having guided some of the biggest brands to leverage 1st party data. To understand an organisation's data maturity and readiness for 1st party data we strongly advise looking at the data sets and capabilities already in use to enable email marketing. The schemas and tables already in place for email marketing are typically highly suitable for use in 1st party fuelled paid media, think paid search, social & programmatic. This fact is a huge relief for many marketers, suddenly able to progress their plans regarding 1st party data and addressable audiences.
The identifiers used to power most 1st party audiences are simply email addresses and/or mobile number, these are the prized match keys which unlock addressability across DSPs and unlock powerful use case driven by exclusion, inclusion & look-a-like activities. Beyond these identifiers a few other attributes such as product holding, tenure or value may be excellent additions and make up a highly effective initial 1st party data schema ready for use in media.
As with all data use, it is important to ensure the correct governance is in place regarding the use of data. Often it is important to review consent statements and terms so that transparency and compliance are fully adhered to regarding the use of customer data for the various uses and the appropriate DPIAs are in place.
Data schemas can be incrementally extended and refined over time, providing plenty of opportunity for further sophistication
Overall brands find that they are far closer to 1st party data use in media than they might have imagined. Data schemas can be incrementally extended and refined over time, providing plenty of opportunity for further sophistication to build. However, the major gains from applying exclusion, inclusion and look-a-like are readily available from day one. By implementing AUDIENCES and leveraging data assets at the early stage advertisers are maximising the opportunities afforded to themselves.
Leading advertisers are already using AUDIENCES to accelerate activation of 1st party data across advertising with zero compromise to privacy or security.
Contact AUDIENCES to discuss how to accelerate activation of your 1st party data