Google has announced that it will stop using third-party cookies in Chrome by the end of 2024, joining a growing list of browsers ditching the notorious tracking technology. At Reach, we were among the first to develop digital tools to solve problems facing advertisers and publishers. Being ahead of the curve on first-party data has given us a great opportunity to continue to experiment and innovate. It also means we are expertly placed to support your business through this change.
In this blog, we will help you understand what first-party data is and how you can leverage it to increase the effectiveness of targeted advertising strategies. Change doesn’t have to be daunting – we see it as an opportunity and we’ll tell you why…
What is first-party data?
First-party data refers to the information that businesses collect directly from their customers and audience. This data is obtained through various interactions, such as website visits, purchases, newsletter sign-ups, and engagement with social media channels. First-party data is owned and controlled by the business itself, unlike third-party data, which comes from external sources.
Why first-party data?
Whilst much has been made of the loss of third-party cookies, it isn’t as scary as it sounds. Whilst relying on third-party data for targeting has been convenient, there are many reasons why first-party data provides opportunities to elevate your campaigns.
Accuracy and reliability
First-party data is inherently more accurate and reliable than third-party alternatives. Since businesses collect this information directly from their audience, it reflects real interactions and preferences.
Enhanced targeting
Leveraging first-party data allows businesses to create highly targeted and personalised advertising campaigns. This level of precision can significantly improve engagement and conversion rates.
Customer trust and loyalty
By transparently collecting and using their own data, businesses can build trust with their audience. Customers are more likely to appreciate personalised experiences when they understand how their data is being used.
2024 Marketing Planner
A twelve month calendar to help you keep on top of key events and plan your marketing activity for the year.
Our handy planner provides all of the key dates and events you need to plan your 2024 marketing. We also reveal how to plan a successful advertising campaign, outlining the steps you should follow and the decisions you need to make.
How can I collect first-party data?
To harness the power of first-party data, businesses should focus on:
Optimised website engagement
Encourage visitors to your website to sign up for newsletters, create accounts, or participate in surveys. This direct engagement provides valuable data and insights.
Incentivised data collection
Offer incentives such as discounts, exclusive content, or early access to products in exchange for users providing their information. This can motivate users to willingly share their data.
Transparent data policies
Clearly communicate how you collect, store, and use customer data. Transparent data practices not only comply with regulations but also foster trust among your audience. People are more likely to trust you with their data if you’re clear about how you intend to use it.
Leverage our first-party data
We are the largest national and regional news publisher in the UK. Our online network attracts millions of users every month and we understand them very well. By observing the browsing behaviour of our most loyal users we have collected a wealth of valuable proprietary data that we can use to provide bespoke, highly-targeted advertising solutions for our clients.
We use our first-party data to power our Plus+ products. Audience+ is our enhanced audience targeting tool that takes a multi-layered approach to build up user segments that we can track and target. Geo+ meanwhile employs user data and IP addresses to target geographical areas within the UK.
In addition to our Audience+ and Geo+ products, we’ve also developed a new content widget – providing you with an opportunity to feature your brand and message within relevant articles, enhanced by the power of our first-party data. You can use it to associate your business with content that represents your values, in a 100% brand-safe environment.
Your marketing partner
Are you ready to join the many businesses that are already using Plusᐩ to enhance the efficiency of their online advertising?
We’ve helped them achieve real results, using first-party data. Now it’s your turn!
To find out more about Plusᐩ and how it can help your business, or to book a demonstration of its advanced targeting options, simply complete the form below and one of our team will be in touch.
