Your marketing efforts can only be as targeted as the data they rely on.
First-party data is the information you collect directly from your audience or customers. This can be information such as: name, email address, country of origin, etc. It also includes any information that the visitor gives you through behaviours, actions, or interests demonstrated across your website or app, data that you have in your CRM, and subscription data.
This data can help your brand deliver a more personalised experience for your customers and can be obtained cost-effectively through the use of gamification! It is collected directly from the source, which means the results are accurate, qualitative, and relevant to your business.
The digital advertising business is highly competitive, pushing advertisers to increase their efforts to break out of the pack with more accurate and qualitative data. They are often willing to pay the price if the media can offer them effective targeting. Little qualitative data will always be worth more than a lot of imprecise data.
According to a survey conducted by Campaign live, 96% of advertisers say they are ready for a world without third-party cookies. However, most respondents report using less than half the potential of their first-party data.