First-party data is any data that comes directly from a consumer interaction and is willingly given over by the consumer, usually for the purpose of access to more information or future content personalization. First-party data can include a long list of data points including name, address, email address, phone number, purchase history and behaviors demonstrated on a website. For advertisers, first-party data is extremely valuable because it can help marketing campaigns to efficiently target and engage audience segments. Most consumers are open to sharing their data if it means more quality interactions with brands.
Here’s the recent digital marketing news we’ve covered about first-party data:
Colorado Privacy Act: Just The Facts. Colorado becomes the latest state to pass a privacy bill, the CPA, which offers consumers an opt out option.
Proposed New York Privacy Act: Just The Facts. Another data privacy bill has been proposed, this time in New York, and it’s more stringent than predecessors.
What Is Digital Identity? Digital identity allows advertisers to target consumers without the use of third-party identifiers and cookies.
TikTok Lead Generation: Just The Facts. TikTok is introducing a new way for digital advertisers to drive customer acquisition and revenue through in-stream ads.
Engaging The Digital Window Shopper. Digital Media Solutions and Jornaya recently partnered to host a webinar on “How To Engage The Digital Window Shopper.”
Virginia Consumer Data Protection Act (VCDPA): Just The Facts. Following California’s lead, Virginia passed the VCDPA, a privacy law that gives users the right to opt out of having their data used for targeted advertising.
4 Marketing & Advertising Lessons Inspired By Dr. Seuss Classics. From the customer journey to optimizing digital strategies, here are four marketing and advertising lessons inspired by classic Dr. Seuss stories.
Nonprofits Shift To Digital To Raise Funds Safely. Just as brands and retailers have embraced ecommerce to meet consumer needs, nonprofits must increasingly optimize multichannel digital strategies.
CPG Brands + Performance Advertising: A Winning Combination. As CPG brands continue to reach out to consumers across digital channels, performance advertising becomes indispensable.
Home Inspection Brands Use Digital Strategies To Generate Consumer Interest. Home inspections are an essential part of many home purchases, and many brands are leaning into digital strategies to attract consumers and share industry knowledge.
Personalization Prioritized As Brands Increase Email Budgets. Email is an essential digital marketing channel, and many brands are budgeting for bigger email spends in 2021.
Pizza Wars 2021: Brands Effectively Leverage Digital Tactics. Pizza brands, including Pizza Hut, Little Caesars and Domino’s ramp up digital solutions and activations, including effective use of first-party data.
4 Lawn & Garden Brands Take Early Action To Engage Consumers Via Digital Strategies Ahead Of 2021 Season. Lawn and garden brands are using digital strategies to engage the millions of new gardeners who entered the market during the pandemic.
How Gift Basket Brands Are Advertising This Valentine’s Day. Digital innovation, including website optimization, multichannel marketing and customization, is helping ecommerce gift basket brands increase conversions and drive sales this Valentine’s Day.
Advertisers Are Prioritizing First-Party Data And Diversity. In 2021, advertisers are looking ahead to a future where first-party data is king, and simultaneously focusing their attention on connected TV and diversified media buys.
Google Won In 2020 Through Consistent Innovation & Positive User Experience. Google leveraged its insights, data and steady stream of innovation to help both digital advertisers and consumers navigate a challenging year.
Digital Advertisers Create Stronger Engagement, Personalization & Transparency By Leveraging First-Party Data. Brands are adjusting their digital advertising strategies to prioritize first-party data in order to connect with and convert audiences.
4 Advertising & Marketing Lessons Inspired By The Grinch. To help advertisers head into 2021 with more than good cheer, four marketing tips from the Grinch are highlighted here.
What Is The Nielsen ID Resolution System? Nielsen has overhauled its measurement methodology and introduced its new ID resolution system to prepare for a cookieless future and offer advertisers optimal reporting.
Shopping By Voice Still Presents A Growing Opportunity For Marketers To Reach Consumers. The number of consumers shopping via voice is expected to slowly increase through 2022, and marketers must prepare for the possible spike in demand.
What Is California Privacy Rights Act (CPRA) & Why Should Businesses Care? CPRA will introduce stronger data privacy rules, consumer control, businesses requirements and an independent enforcement agency.
CPG Brands Are Finding New Audiences With Ecommerce Sales. Today’s consumer is looking online for CPG products typically bought in person, especially as ecommerce continues to grow.
Consumers’ Shopping Priorities Have Changed Once Again, Shifting Toward Home Goods, Electronics & More. The pandemic has caused several waves of new shopping trends among audiences, with the latest shift showing increased interest in categories like toys, furniture, electronics and more.
Why Are Facebook Advertising Prices Spiking — And What Can Digital Marketers Do About It? A variety of circumstances have led Facebook advertising prices to increase, but advertisers can leverage diversification and data to stay on top.
Big Brands Increase Digital Ad Spend To Drive Results & Transparency. Digital ad spend continues to prove its worth as consumers’ expectations surrounding the media and brands shift during the pandemic.
The Blank Spaces On Packaging Can Offer Brands And Retailers Valuable Real Estate And Connections With Consumers. The blank spaces on packaging are another opportunity for brands to advertise, particularly as ecommerce increases deliveries.
What Is MRC Location Data Accreditation? Foursquare recently became the first company to receive MRC location-data accreditation, but what is it?
Loyalty Programs Evolve During COVID-19. In order to keep up with the growing impact COVID-19 has had on consumers’ spending habits, many brands are launching, updating or expanding their loyalty programs.
Big Brands Shift To DTC Strategies As Consumer Behaviors Evolve. Evolving consumer behaviors during the pandemic and the value of first-party data has driven several big brands to launch DTC ventures.
Google’s New Product, Job & Recipe Activity Cards: Just The Facts. Google’s updated activity cards allow users to retrace previous online shopping, job and recipe-related searches, improving the overall journey for users.
What Is Social Listening? By performing social listening, brands can gather useful data on consumers, industry trends and overall brand perception.
Facebook Allows People To Opt Out Of Political Ads: Just The Facts. Facebook recently announced a major voting information effort that includes the ability to opt out of political ads.
Deleting Consumer Data Under CCPA Compliance Guidelines. IAB Tech Labs has developed a standard method for publishers to delete data for consumers in compliance with CCPA regulations.
App Use Increase Offers Opportunities For Brand Engagement While Consumers Self Isolate. App use is up while people are in self-isolation, which could impact internet usage moving forward.
The Rise Of First-Party Data Facilitates Modern Digital Marketing. As third-party data becomes increasingly unpopular, DMPs, which facilitate targeting with third-party data, may also be on the way out.
Google Chrome To Phase Out Third-Party Cookies: Just The Facts. Google Chrome announced it will replace third-party cookies by 2022.
Data-Driven Marketing Is Boosting Sales At Vail Resorts. Vail Resorts has made data-driven marketing a priority and the approach has increased sales.
L’Oreal’s Data-Driven Marketing & Digital Focus Continues To Boost Sales. L’Oréal is leading the way in e-commerce sales due to investment in its customer data platform.
Amid Political Advertising Shifts, First Party Data Reaches Audiences. Social media platforms and tech companies amend political ad policies to combat veracity issues.
Consumers Have High Expectations For Brands Collecting And Using Data. Consumers are more willing to give over their data if the data collection is transparent and the result is personalized content from trusted brands.
Facebook Launches Automated Lead Generation For Messenger: Just The Facts. Facebook’s new lead generation feature for Messenger could offer marketers another outlet for acquiring valuable first-party data and increasing customer-facing actions.
General Mills New Mobile App Helps Collect Box Tops And First-Party Data. General Mills introduced a new Box Tops for Education mobile app that allows consumers to scan their grocery receipts and earn money to donate to schools of their choice.
P&G Shifts To Propensity Marketing, Leveraging Massive First-Party Database. With a database of more than 1 billion global consumers, P&G has shifted from generic demographic targets to “smart audiences,” and its boosting revenue while bringing marketing spend down.
First-Party Data Can Provide Consistency Amid Social Platform Changes. For brands to maintain control over their messaging, owning first-party data is the best approach.
Walmart’s TV And Video Media Agency, Vudu: Just The Facts. Walmart’s TV and video streaming platform, Vudu, launched new advertising options, backed by Walmart’s first-party retail data.
Facebook First-Party Pixel: What You Need to Know. Facebook will begin offering businesses a first-party cookie option with their pixel. What does this mean for marketers?
First-Party vs. Third-Party Data: Consumer Engagement for the Win. Both first-party and third-party data usage are growing for marketers, despite headlines that may imply otherwise. But no matter what data you’re using or how you’re using it, consumer engagement shou