Personal information gathered directly from consumers has become more valuable for marketers as privacy regulations and technological changes hamper data sharing. They can harness first-party to improve their ad targeting and to measure which media platforms perform best.
“We’re managing a bit of a transition in terms of how we think about first-party data,” Jared Lake, senior vice president and head of media investments at agency Ocean Media, said in this interview with Beet.TV. “We are working with brands to leverage first-party data in a more direct basis, i.e., using various customer data platforms.”
With Google planning to end support for tracking cookies in its popular Chrome browser and Apple’s recent changes to its privacy policies, pixel-based targeting of digital customer segments is undergoing a significant upheaval. First-party data can help marketers to determine how they are reaching the growing audience for connected TV.
“The way that we guide brands from a media investment perspective is to think about the relationship that CTV plays from a reach perspective,” Lake said. As for platform-based attribution, first-party data involves “utilizing, particularly in the CTV space, programmatic platforms like Roku to understand the attribution or relationship between someone who saw an ad on a Roku device and someone converted via desktop or mobile.”
Younger generations of cord-cutters and “cord-never” consumers have been among the earliest adopters of CTV platforms for streamed content. As a result, those audiences are harder to reach through traditional linear channels.
“It’s typically a younger audience that is spending less time on linear TV,” Lake said. “From a classic planning perspective, we spend a lot of time working with brands on increasing their CTV budgets relative to consumer consumption trends.”
Content and Context
Marketers in the past few years have become more aware of brand suitability issues, making sure to avoid placing ads next to objectionable content. Contextual advertising is regaining prominence as marketers focus less on programmatic targeting methods to reach digital audiences wherever they spend time online. Lake said he expects to see more media dollars shift into CTV.
“One of the challenges that we’ve been very focused on in addressing in the CTV marketplace as a whole is having a high degree of transparency and visibility in terms of placement and delivery when it comes to content,” Lake said. “That is one of the distinct challenges with the ecosystem today.”
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