Malcolm Treanor is the COO of Aussie media technology company WINR. In this piece, he shares his top tips on first-party data collection.
The death of the third-party cookie model will crumble online advertising as we know it.
For many years these trackable identifiers have underpinned programmatic advertising, helping brands determine which readers, on which sites, will see which ads, when and how frequently.
With no alternative identifiers on offer, the impact of a cookie-free world is expected to be sudden and dramatic.
We’ve already started getting a glimpse at what that world could look like.
In Germany, publishers have experienced a 45 per cent decrease in revenue and a 23 per cent drop in CPM on Firefox traffic where cookies are now automatically blocked. Similarly, a Google report in Australia showed impression-based revenue has decreased 52 per cent for publishers without third-party cookies.
First-party data has emerged as the best alternative and mission-critical to publishers’ survival. This model is based on data collected directly from readers including inferred data from their behaviours, actions or interests alongside declared data such as age, gender, self-reported preferences and intent.
The general advice given to publishers is to start collecting, analysing and activating their owned data from reader interactions with content and the like. But there is very little guidance on where to begin without compromising the trust of audiences.
The key to implementing a successful and long-lasting first-party data model is a holy trinity of transparency, compliance and consent.