Data is the oil of mass personalisation and targeted marketing. In the era of the fading out of third party cookies (Google Chrome phasing out third-party cookies in 2022 while Firefox and Safari have already done), first-party data with proper consent is the new fuel to power the marketing engine.
Marketers, publishers and brands are looking to better use first-party data, because of evolving of global data privacy laws and legislation.
There are new challenges of using first-party data in your digital marketing pipeline: how to collect first party data, how to use, how to manage consent etc. The whole digital marketing ecosystem in the privacy age will be redefined.
Secure data, privacy and compliance by obtaining consent then respecting user’s preferences are the foundation of the new digital marketing system.
First party data is the information about user companies collect directly from audience or customers. The company own the digital marketing data sources such as website, mobile app, CRM, social media etc.
The first party data are used to identifying consumer preferences, including:
First party data are considered more valuable because of the quality of the data, the trust and relationship you have built with the user.
1st party data binding with consent which is collected for free can also be segmented and monetised like third party data by using a first party data management platform PubSurge.
Data are important for a business to make better decisions, better marketing, utilise personalised ads and services to increase the chance of a conversion.
There are reasons why first party data is more important in the future:
First party data are essentially the data generated when a user intact with the assets of your business.
The example of first party data is:
The normal ways of collecting first party data includes Google Analytics, mobile apps, social media, customer surveys, support and customer service email, SMS, CRM, point of purchase, and direct mail. You can also collect more data such as user interactions, gather and manage all the first party data with first party DMP.
While the first party data are the data you own, the second party data and third party data are the data you can buy from another company or exchange the value with another company to benefit both parties.
Second party data and third party data are the data from users you don’t have a direct relationship. So the trust and data quality are lower.
Some companies or people also call the first party data voluntarily given as zero party data.
CCPA and GDPR have redefined how a company can receive, store, and distribute customer data. The general rules are keeping the process of using first party data transparent, collect consent for first-party data and allow users to update the data and opt-out if they want.
Secondly, collect explict consent from users for the first party data with CMP like UniConsent.
Thirdly, provide preference management features to allow users to update and change their data have given.
Due to the privacy laws such as GDPR, CCPA companies need to take the audience’s consent before collecting personal data or allow users to opt out.
The General Data Protection Regulation requires companies to collect “Accept Cookies” consent before writing the cookies to the user’s browser. This applies to all the non-essential persistent cookies including the first party data and cookies for personalisation.
UniConsent consent management platform is a part of Transfon User Experience Platform serve tens of millions of users per day for global marketers and publishers to provide a seamless user experience. Contact us to know more: [email protected]