In the episode of this week’s episode, podcast, tyler bishop and I dive deep into the changing scenario of digital advertising, especially focus on the depth of the third-party cookies and the increasing importance of the first-sided data.
We find out how this innings is re -shaping the advertising model for publishers, especially to rely on discovery and social media traffic becomes more challenging. Tyler walks through the history of cookies, tells us how the first-sided data is revolutionizing the advertisement, and can take advantage of the data of your own audience to flourish in this new environment, gives valuable insight to this.
Watch the full episode
Third-party cookies decline
The third-party cookies, once considered the standard of gold for digital advertising, are being phased out. Originally, these cookies were designed to track users on the web, enabled advertisers to target specific audiences based on their browsing history.
However, as confidential concerns have increased, technical giants such as Apple and Google have taken steps to block third-party cookies, leading to final collapse of this tracking method.
- Changes in advertising landscape: Third-party cookies are no longer a reliable tool to track user behavior on the web.
- Apple’s decision to block third-party cookies: Apple’s move to block cookies on his equipment was a game-changer, forcing advertisers and publishers to rethink their strategies.
- Impact on industry: As a result, a spatting of reactions and optimization is visible in the market, publishers need to collect data and transfer new ways to use.
First-sided data
As the third-party cookies lose their effectiveness, the first-sided data-user has emerged as an important property for the information-publishers collected directly from the user.
Unlike third-party data, which is shared in platforms and providers, the first-sided data is collected itself by publishers, often through actions such as email sign-up or form submission. This direct connection to the audience makes it a powerful tool for target advertising.
- What is the first-sided data?: First-sided data includes information such as email, phone number and other personal details provided directly by the user.
- How does first-sided data work: By collecting and using this data, publishers can target their audiences without relying on middlemen like Google or Facebook.
- Publisher’s advantage: First-party data allows publishers to maintain control over their audience and potentially earn more than advertisers, which offers high quality, engaged users a more direct line.
Changing advertising models for publishers
With a change in first-sided data from the third-party cookies, the advertising model is developing. In the past, the publishers trusted advertising networks and exchanges, collecting audience’s data and presented ADS programatically.
However, as advertisers have begun to identify the value of first-sided data, publishers now have the opportunity to bypass the mediators and sell advertisers directly to their audience data.
- High bidding prices: Advertisers are ready to pay more for first-sided data as it is seen as high quality and more targeted than third-party data.
- Value value of audience: By maintaining control of your audience, publishers can increase the value of their advertising inventory, increasing the cost of high CPM (per thousand impressions).
- Make a self -sufficient model: Publishers can use their first-sided data to create more durable revenue models by cutting middlemen and working with direct advertisers.
Practical steps for publishers
For publishers, infection may seem difficult for a first-sided data-operated model, but it provides significant long-term benefits. The first step is to start collecting the first-sided data, whether email sign-up, through newspaper membership, or to create member accounts.
While the process of installing the system to manage and sell this data can be complex, equipment and services are available to help streamlinse the process.
- Start collecting first-sided data: Encourage your audience to sign up to the newspaper or create an account on your site to make a list of first-sided data.
- Leverage tool for easy implementation: Platforms such as ezoic’s ezid simplify the process of hashing and stool the first-sided data, making it easier for publishers to engage in programmatic advertising sales.
- Pay attention to the engagement of the audience: By creating a strong relationship with your audience, you can increase their lifetime value and make your site more attractive to advertisers.
Future of advertising and first-sided data
As digital advertisements continue to develop, first-sided data will play an important role in the success of publishers. With the discovery and social media traffic being less predicated, the publishers who focus on the construction and nutrition of their own audiences will be in a better position to flourish.
The key is now to start collecting and using the first-sided data, even if your list is small. Over time, as your audience grows, it will be the value of the data you collected.
- Importance of starting now: Soon the publishers start collecting first-sided data, the better situation they will be for the future.
- A change in mindset: Publishers only need to think beyond traffic and focus on the construction of a loyal, engaged audiences that they can directly mudge.
- Adaptation to change: As advertising scenario changes, people who adapt to these new methods of data collection and mudification will be best equipped to be successful.
final thoughts
The advertisement landscape is moving, and publishers must develop to keep coordination with these changes. As the third-party cookies fade, the first-sided data has emerged as the key to maintain control of the audience and increase advertising revenue.
Although this infection may seem complex, benefits remove challenges. The publishers who now start collecting and using first-sided data will be better deployed to flourish in the future, even traffic from traditional channels such as Google and social media becomes more unpredictable.
- seize the opportunity: Now is the time to start collecting first-sided data, whether to create an email through sign-up or user accounts.
- Adaptation to change: Now embracing these changes will allow publishers to make more durable and profitable business models.
- Future proofing your revenue: As soon as the advertising industry shifts, people who control the data of their own viewers will have a significant benefit on those who rely on third party platforms.
In short, the future of digital advertising lies in the hands of publishers who are ready to customize and take advantage of their own audience’s data. Infection may take time, but with the right strategies and equipment, publishers can turn this challenge into a long -term success opportunity.
