A connected digital advertising ecosystem is now becoming the need of the hour. Every other growth-oriented media company and publishers are vying to be a part of it and embrace data, be it first, second or third party data. Marketers and publishers give more value to first-party data. You can call it a superman who seldom needs help. The first-party data is from the consumers that are freely given by them through online sites and social media platforms. First-party data will give you an idea about what your user wants and are they happy with what you are providing them. An expert in Canadian Dental SEO company quoted saying, “The first-party data has its scale and the marketers need to optimize the advertising spend.” You can find out more about the top benefits of digital advertising. Digital advertising can be really tough when you have cookie blocking, ad-blocking web browsers in the market.
A connected ecosystem will give marketers the ability to include third-party audiences. To continue growth and have a reliable and quality data source to reach a more appropriate target audience. Digital ad spending is critical for continued growth in the future. Different channels of digital advertising will provide the company with more data points, connections, signals to effectively understand the changing behaviour, interests and habits of the customer. Third-party data is the connecting tissue everyone requires to fill the gaps. Third-party behaviour and attributes will help enrich first-party data. With the right tools, you can package and pass these behaviours and attributes to the marketers.
Audiences are data-driven which makes the market draw new customers. It brings in a situation where consumers will discover services and products they never knew existed or needed before. Third-party data is not aggregated and sourced equally. An ideal scenario is when the quality of the data provider is verified and vetted. Browsers have taken steps to block cookies which will also block marketers from reaching their customers. Publishers also are losing out on monetization. Publishers and marketers are not part of the conversation, ecosystem and economy. It is the consumer who pays for the vast and free content and online.
Third-party data and third-party cookies are not the same. Cookie blocking is more challenging for publishers and marketers to connect data on the web. It is an important factor that requires finding the consumers across many channels and platforms will help grow your business or help your marketing partners to succeed. Connections can be near and far. But it will help keep sane, healthy and a fulfilled relationship. You need to grow with your first second and third-party data and increase customer engagement to find new customers. A slight disconnect will hamper the whole process. In today’s cookie challenged world of the web you need to have a well-connected ecosystem of digital advertising that will help you gather all the data required even during this pandemic.
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