February 1, 2019
Discovering the power of first-party profiling

Discovering the power of first-party profiling

By Filippo Donida, Senior Product Manager Profiling.

There’s no doubt the key goal for marketers in 2019 will be to effectively tackle existing industry issues: anti-fraud strategies and data protection regulation must coexist under the same roof and contribute to marketers’ ultimate goal – to stand out from the crowd. While budget waste is one of the most feared consequences of ad fraud for the digital industry, many other aspects – such as the ability to accurately measure KPI successes – are also impacted.


On top of solid ad fraud screening, at ADmantX we are convinced that focusing on first-party data and first party profiling is a step in the right direction, allowing marketers to take advantage of a true semantic understanding of web pages, resulting in accurate data from trusted sources.


So let’s discover the real value of first-party data for marketers.


Ensuring compliance

With the introduction of the GDPR last year, first-party data became a hot topic for marketers. Consent is a key factor in compliance with the regulations and the ability to harness their own data sources, rather than relying on third parties who may or may not have consent from the consumer, should be a priority for brands.


First-party data, from sources such as company newsletters and website cookies, ensures peace of mind for brands. And with many first-party data sources being naturally compliant – for example, opted-in data lists such as newsletter subscribers ­– the framework is often already in place for marketers to engage consumers in a compliant way.


Streamlining ad spend

With the right technology, the accurate analysis of first party data at a granular level can streamline ad spend and limit wasted budgets. The evaluated data can both highlight those users most likely to convert and be used to ensure communications are tailored to meet the needs and expectations of these consumers.


Using this information, marketers are able to create accurate and granular audience profiles, and personalise messaging to deliver the best possible customer experience, protect brand reputation, and build loyal relationships with consumers.


ADmantX uses artificial intelligence as the cognitive technology to create “propensity profiles” based on customers’ online interests. This is evaluated while communicating with them and will predict the messages that are most likely to engage them. Combining this with the use of first-party data produces online advertising messages that are more meaningful and effective.


Tackling fraud

A little known benefit of first-party data is its power to tackle ad fraud. As well as empowering audience profiling – which helps to avoid fraud by ensuring only relevant consumers are targeted – the use of cookies (which require user consent) empowers impression analysis that can reveal potentially fraudulent activity.


Using AI technology, brands can monitor impressions to identify where activity is unusual and needs further investigation. For example, whenever a cookie accounts for a large number of impressions in a short time, it is highly probable that this cookie is part of fraudulent activity, requiring further exploration.


First-party data has always been available to brands and has found increased prominence since the introduction of the GDPR last year. But many still aren’t using the data source to its full potential. By understanding how to make the most of first-party data, and choosing the best technology providers to ensure insights are accurate and actionable, brands can be sure 2019 is the year they finally overcome the ongoing challenges they face – tackling fraud and compliance while staying one step ahead of their competitors.