First Party Data

Why it matters: eCPM for logged-in or on apps is much higher than anonymous users on the browser.

• However, most digital publishers lack First Party Data because they have not invested in getting audiences to login or install their app. Hence, they cannot prove who is coming their platform.

How: You can collect information by converting Anonymous Audience to Identified Audience, running Progressive Disclosure campaigns or simply by asking a post purchase questionnaire. Examples:

• Google knew this and hence gave away Gmail, etc. so people login. Amazon knows this and hence Amazon Prime Video, Audio, etc.
• Media publishers lack Identified Audience and hence systems like Lotame reverse engineer who is the audience statistically from the kind of content they consume