“The Sell Sider” is a column composed by the sell side of the digital media neighborhood.
Todays column is written by Rich Calkins, Director of Product Management, OpenX.
For ad tech wonks who spend countless hours in industry working groups, getting deep in the weeds to fix issues is all however needed. However when it comes time to interact options to the neighborhood at large, we rarely rise to the level needed to describe them plainly..
I was advised of this while moderating a virtual conversation amongst publishers about Prebid, when the topic of first-party information came up. Numerous individuals expressed disappointment at the reality that they cant create first-party information because they have no realistic path to collecting user emails.
There is no doubt email-based IDs are going to be a critical element to the future, and publishers need to test strategies to collect and activate them. Nevertheless, first-party data is far more than emails..

I was reminded of this while moderating a virtual discussion amongst publishers about Prebid, when the subject of first-party information came up. Several individuals revealed aggravation at the truth that they cant create first-party data due to the fact that they have no realistic course to gathering user e-mails. While marketers have actually long relied primarily on their own first-party data combined with third-party data, for programmatic buying, publisher first-party data was thrust back into the spotlight with the approaching deprecation of third-party cookies in Chrome. Together with the currently released Prebid.js First Party Data Module, they provide a well-defined course for standardizing an effective, privacy-forward and scalable method to assisting publishers generate income from first-party information, even outside of private markets.
First-party information is already a crucial source of revenue for numerous publishers, and advertiser interest is only increasing.

Behavioral information is produced as users search your properties, take actions and engage with material. When users develop a profile and declare info about their name, location and/or choices, CRM information is created. Contextual data surpasses the category of the page or app and broadens to the actual content and metadata on-page. Purchase and intent data can be produced from affiliate links. Every publisher attracts visitors for a distinct factor, and each interaction on your site develops more data that can be very important to a marketer.
While advertisers have actually long relied mostly by themselves first-party data integrated with third-party data, for programmatic buying, publisher first-party information was thrust back into the spotlight with the impending deprecation of third-party cookies in Chrome. Not just does it use an alternative targeting system, but it is also more precise, privacy safe and browser agnostic. And for publishers, it is special to you! No one else called much about your users as you, and that provides you leverage.
The primary challenge with first-party information in programmatic remains scale. Together with the currently launched Prebid.js First Party Data Module, they provide a well-defined path for standardizing an effective, privacy-forward and scalable method to assisting publishers monetize first-party information, even outside of personal markets.
Provided all this, what is a publisher to do? I would suggest taking these actions immediately:.
Brochure existing first-party data properties: Based on the expanded definition above, what first-party information might you currently have available?
Strategize strategies for producing brand-new first-party data: How might you collect and expand the first-party information on your site?
Make that data actionable: Talk with a publisher-first DMP or develop your own solution to figure out a strategy for first-party data segmentation, activation, collection and storage.
Update Prebid: Add assistance for the first-party data module and SharedID in your next Prebid update.
Talk with your suppliers: Discuss the options you already have for first-party information activation and inform them about the challenges you face, so they will help build options for you.
Involve your legal team: Ensure that all data collection and activation techniques follow your pertinent user personal privacy regulations.
Awaiting completion of 2023 is not an alternative. Developing or enhancing your first-party information strategy will require time. First-party information is currently an important source of profits for numerous publishers, and marketer interest is only increasing. As a self-proclaimed ATW (advertisement tech wonk), Im extremely positive the financial investments made now will pay dividends sooner than you believe.
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