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