First-Party Data and the Path Forward for Publishers

Trust and addressability matter more than ever

For years publishers and brands have been working to build trust with individuals through digital marketing. This has become even more pressing amid a global pandemic, economic downturn and the end of third-party cookies.

Now more than ever, brands are under immense pressure to ensure that every ad dollar spent is addressable and measurable.

The walled gardens can’t meet that mandate, but publishers that build on first-party data and develop authentication strategies that are grounded in transparency and prioritize addressability can. They can also offer marketers people-based, addressable and 100% measurable inventory across the open internet.

Many publishers are already taking advantage of first-party relationships, offering consumers valued content in exchange for their data. This is not the time to sit back. It is time to take a giant leap towards authentication and addressability as an investment in long-term growth.

First-party authentication is the gateway to growth for publishers. Not only does it enable publishers to connect their inventory to the advertiser’s target audience with incredible precision, but it simultaneously increases CPMs and boosts consumer trust.

Publishers that are quick to adopt these types of authentication strategies will gain a competitive advantage and preserve a trusted relationship with their customers.

Keep in mind that publishers do not need to have 100% authenticated traffic to see meaningful results. Even authentication on 5% to 15% of the user base is enough to boost the bottom line.

Addressable inventory and brands

In recessions, it’s important for brands to focus on buying inventory that drives results. Inventory that can’t be measured—such as cookieless inventory without identity—isn’t a sound strategy. Marketers must prioritize publishers with addressability and inventory that can get results.

For publishers to attract and build stronger relationships with advertisers, they must prioritize people-based, secure solutions that satisfy important criteria. First, they must enable global frequency capping and support cross-platform campaigns. The ability to control inefficiencies like de-duplication is also critical, as is customization for both behavioral and audience segments.

Hygienic first-party data and authentication strategies underpin all of this and ensure a more symbiotic exchange between publishers and brands that ultimately delivers valued-added experiences to individuals.

A win-win situation  

Publishers and brands are both under pressure to utilize their resources as efficiently as possible. Brands need to make sure every impression they buy is measurable and accountable, while publishers need to think strategically about making their inventory as desirable and unique as possible.

This is always true, but especially so during a recession. While third-party cookies may have been able to deliver on some of these things (on display only) in the past, they were fatally flawed.

Today, solutions have emerged that far outpace third-party cookies in innovation and efficacy. The progression to a cookieless world is imminent and may be uncomfortable at first, but it’s necessary if we want to build a trusted ecosystem and keep the internet free.

The good news is that this is an era of tremendous opportunity, a chance to prepare the industry at-large for a world that is fully addressable while simultaneously tackling the challenges associated with economic uncertainty.

Many publishers and brands are already prioritizing addressability and first-party data. First-party data strategies help publishers provide meaningful content to users, draw in campaigns and improve relationships with marketers. This, in turn, allows brands to properly nurture their relationships with consumers, creating value that drives additional investment.

The industry can’t wait any longer to rebuild trust with individuals. Now is the time to prioritize authentication strategies and addressable solutions that empower publishers to connect marketers with individuals like never before.

Jason White joined LiveRamp as SVP and head of publishers in April 2020. He is responsible for accelerating the adoption of LiveRamp’s Authenticated Traffic Solution (ATS) with publishers and scaling the company’s global publisher business overall.