For many years, third-party cookies have been an essential tool for digital marketers to gather data on consumer behaviour and personalize their advertising activities. However, with the rise of data privacy concerns and the phasing out of third-party cookies by major tech companies, marketers are scrambling for alternatives. In this new era when third-party cookies will no longer be a viable option, first-party data has become crucial for creating personalized advertising and gaining a competitive edge.

Dominate the Post-Third-Party Cookie Era: Leverage First-Party Data to Gain Competitive Edge - iPROM - Expert opinions - Miloš Suša

In this blog post, I’ll explore in detail the value of first-party data for creating more targeted and effective ad campaigns and staying ahead of the competition.

Why is the value of third-party data declining?

Third-party data is data that is collected from a source that is not directly affiliated with the original data source. The issue with this data is that it is typically aggregated, sold, and purchased by brands or other entities. The primary drawback of utilizing third-party data is the potential lack of transparency about its origin, which may give rise to concerns about data quality and accuracy. Additionally, purchasing third-party data may not provide a competitive advantage, as other companies or brands can also purchase the same data. When designing your brand’s advertising strategy, you need to consider these factors.

Given these factors, it is critical for marketers to start prioritizing the use of first-party data in their advertising efforts. This type of data is valuable because it is collected directly from the original source and ensures improved transparency and accuracy. This allows marketers to improve the effectiveness of advertising campaigns through personalized messaging and gain a competitive advantage. First-party data provides valuable insights into consumer behaviour and preferences, empowering marketers to make informed decisions and optimize their marketing strategies accordingly.

Your first-party data is your core asset - iPROM - Expert opinions - Miloš Suša

Your first-party data is your core asset

We’ve come a long way since personalization meant adding a customer’s first name to an email greeting. These days, data-driven marketing makes it possible to plan end-to-end, omnichannel, personalized experience journeys that deliver the right message at the right moment and the right context at each step along the way. In fact, the kind of in-the-moment relevance that customers have come to expect can’t be orchestrated without a unified and comprehensive data foundation that you control. First-party data is now the most valuable and vital asset for brands that want to compete on experience. And outsourcing core assets is never a good idea.

First-party data offers brands a deeper understanding of their audience and allows them to tailor their advertising efforts in response. It provides a more complete view of user behaviour, including their preferences, interests, and buying habits and these insights allow a greater degree of customization and personalization in ad messaging, resulting in more relevant and engaging experiences for users across multiple touchpoints. Building on this, brands can design a more cohesive and personalized customer journey that delivers improved engagement, conversions, and ROI.

However, the use of first-party data is not limited to advertising efforts. Brands can also use this type of data to optimize their products and services and improve the online as well as offline customer experience. For example, first-party data can be used to improve product and creative design, develop more targeted promotions, and personalize customer support. Brands can leverage first-party data throughout the entire customer journey to create a more seamless and enjoyable experience for their customers. This helps build trust and loyalty, resulting in more repeat business and positive word-of-mouth.

The shift towards use of the first-party data also opens up new opportunities for data-driven innovation. With access to a wealth of first-party data, brands can uncover new insights and spot emerging trends, leading to new product and service offerings. Additionally, first-party data can be used to power advanced analytics and machine learning models, resulting in more accurate predictions and better decision-making. It is valuable fuel for quick customer insight analysis and customer sentiment discovery for advertisers as well as analytical and research teams and should be viewed as extremely precious and properly secured.

Keep your core asset away from competition - iPROM - Expert opinions - Miloš Suša

Keep your core asset away from competition

As the industry shifts away from third-party data and companies continue to navigate the evolving landscape of data privacy regulations, the significance of first-party data has become increasingly apparent. While tech giants have introduced some solutions as a way for brands to continue targeting users while preserving their privacy, relying solely on those may not be the best approach for brands looking to stay competitive and maximize their advertising efforts. Even now with widely accessible AI-powered tools and third-party data that can be bought from different providers, first-party data will deliver extra value and differentiation to the marketing and advertising activities for your brand.

Therefore, leveraging first-party data in conjunction with private data management platforms like iPROM Private DMP can provide brands with a variety of benefits. Data collected directly from a brand’s own website or other owned channels, allows for more personalized and targeted advertising campaigns. Brands can collect and store first-party data to tailor their ad campaigns to better suit the individual preferences of their buyers/customers and gain exclusive access to valuable insights about their own traffic and customers. Companies can then use this information to test out new initiatives and uncover opportunities for growth within their business that they may not have otherwise discovered.

The shift from third-party data towards first-party data represents a significant opportunity for brands to create more personalized and engaging experiences for their customers. By emphasizing first-party data, companies can build more authentic relationships with their customers, improve product and service offerings, and find new opportunities for innovation. As the marketing landscape continues to evolve, brands that prioritize first-party data are likely to be the most successful in the long run.

Keep your bearings as you transition from third-party to first-party data. Let us guide you! We specialize in finding effective strategies for some of the world’s most successful brands, so let our expertise help your business move ahead with confidence.


About author

Milos Suša has worked full-time for iPROM since 2011. Currently, he coordinates the work of online media specialists and helps them achieve their sales targets. He is a sales professional with invaluable experience in the field of digital solutions. Along with his experience in marketing digital advertising solutions, his expertise in IT and economics help him build business relationships in this rapidly changing industry. In his spare time, Miloš enjoys researching digital marketing and marketing in general. His research interests include the modern transformation of marketing approaches in automotive, banking, tourism, and consumer electronics. With his entrepreneurship mindset, he believes business opportunities can be found in regional and international deals.