2024 seems to be the year of privacy and trust. This comes as no surprise, due to the ever-growing global data regulation enforcement, combined with the ongoing push from leading browsers to lockdown on privacy-centric initiatives aimed at protecting the consumer. Governments all across the world are making the right kind of noise around stricter legislation, urging marketers to let go of their deeply rooted habits of third-party data usage for behavioural targeting.
And, it is in this pursuit for a better future, that advertisers are returning their efforts to the holy grail of advertising and marketing – first-party data – the gold dust of the AdTech landscape, where information about consumers is used to enable relevant, empathetic and personalized advertising. For those unsure, first-party data presents some of the most valuable insights a client will gain on its ‘known audiences’. For years first-party data has been used to tailor brand messages to recent, loyal and lapsed consumers, acting as an extremely powerful data set to build brand trust and long-lasting relationships.
Up until recently, first-party data has long been used in combination with the not-so-sought-after third-party data set, and with third-party cookies decreasing in popularity, businesses are seeking new data sets that can enrich their first-party data, adding needed scale and a deeper understanding of the environments in which consumers spend time.
The answer? Contextual data. Privacy-safe by its very nature, contextual data can enhance first-party data to align brand messaging in appropriate and meaningful contexts, tapping into new audiences to bridge the gap between ‘known’ and ‘unknown’...
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