As Facebook’s iOS 14 policies are starting to come into effect along with Google’s recent announcement on privacy updates, advertisers are realizing that the way we used to target and market users is going to change if it has not already. The details about what is changing can be found in the links above, and the ultimate impact is a bit of a wait-and-see game, but one thing we do know is that we will lose targeting options and third-party data points we have been using for several years.
While the changes will not impact every industry equally, there are still tactics we can start implementing to try and cushion any major effects from the channels updating their policies—the first of which being to collect more first-party data. In this post, I am going to cover just a few tactics to consider to start shifting your strategy to collecting more of this type of data on your own.
What is first-party data?
Before we dive into the strategies, let’s do a refresher on first, second, and third-party data. First-party data is the data you collect on your audience based on their behaviors directly on your website and/or app. While this data is most valuable with minimal privacy challenges, it can be hard to scale since it’s only coming from your efforts. Second-party data is basically someone else’s first-party data. You can feel good about accuracy and privacy since it’s coming from one source, but you do have to pay or partner up for it. Third-party data is a collection of multiple first-party data sources aggregated across websites and applications by independent researchers and companies, and is also purchased. With the new iOS 14 feature of being able to opt out of being tracked by apps, and with Google removing third-party cookies in 2022, first-party data is going to be crucial.
4 ways to collect more first-party data
First-party data can be collected from your website, apps, social media platforms, advertising analytics, and the information that aggregates into your CRM. In this guide, we’re going to cover four PPC-focused strategies to obtain this data:
>Utilize lead gen campaignsUse custom questionsTest out other ad platformsSpend more time focusing on brand-building
1. Use lead gen forms (even if you’re not a lead gen—focused account)
One of the easiest ways for paid media
By: Joe Martinez
Title: 4 Ways to Collect Valuable First-Party Data in a Cookieless World
Sourced From: www.wordstream.com/blog/ws/2021/04/12/first-party-data
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