In his article last month Tom Zawacki built the case for brands accelerating their 1st party data capabilities in the face of challenges across consumer privacy, customer engagement and marketing effectiveness. Zawacki anchors his viewpoint on the evolution on consumer relationships with brands, shifting from 'buyer beware' in the 1800s to a more trust-based relationship in present day. He directly connects the role of 1st party data with the ability to create, grow and sustain an 'audience'.
Consistent with wider industry commentators, Zawacki see "the coming deprecation of third-party cookies will have negative implications for marketers, making first-party data more important than ever for marketing success". These changes act as a further strong justification for action to build and activate 1st party data.
AUDIENCES provides clear guidance for how the technological eco-system has changed over the past years and continues to evolve. With Google making changes across the Chrome browser and Apple/Webkit teams across Safari & mobile significant shifts have already occurred. The writing is clearly on the wall for those relying on 3rd part cookies and data sets.
Looking to activation, "first-party data is essential for connectivity with and the effectiveness of walled gardens and new channel IDs in CTV, retail media networks and open-web platforms". Further, and in line with AUDIENCES proposition, the priority for marketers needs to be "connecting the offline and online world through onboarding to new IDs or walled gardens, impacting reach and targeting effectiveness".
And Zawacki sees plenty of cause for optimism, "While the new cookieless ecosystem may be disruptive at first, it will create opportunities for marketers to reach audiences in new preferred ways through accelerated first-party data".
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