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What is First Party Data and why should we be paying attention?

We talk all through understanding your audience and how brands should be utilising interactive content to better understand their audiences preferences. Why first party data is so vital with the end of cookies and how marketing strategies need to be utilising this.

Image: Verdict

First-party data is collected by a say the website owner through interactive content like videos, surveys, and polls placed on their site. This data encompasses a website visitor’s interactions with the content and provides valuable insights into their preferences and interests.

First-party data is considered to be the most accurate and reliable type of data since it’s coming directly from the source (the website visitors themselves). It’s also more valuable to businesses because it can be used to create targeted and personalised content, offers, and experiences that will appeal directly to their audience.

So why should we be paying attention to first-party data?

First-party data is more important than ever before because of the recent changes to online privacy laws (such as GDPR in the EU) and the end of third-party cookies. These changes have made it more difficult for businesses to collect and use data about their customers, which has in turn made first-party data even more valuable.

If you’re not already using first-party data to inform your marketing strategy, now is the time to start. interactive video is a great way to collect first-party data while also engaging and entertaining your audience.

What makes First party data different to cookies?

First-party data is collected directly by the website owner, while third-party data is collected by a third party (such as an advertising network) that has access to the website. First-party data is generally considered to be more accurate and reliable than third-party data because it’s coming directly from the source.

The end of third-party cookies also means that businesses will have to find other ways to collect data about their customers. First-party data is one way to do this, and it’s likely that we’ll see more businesses using interactive content to collect first-party data in the future.

Interactive video is a powerful way to collect first-party data. By requiring viewers to answer questions or take actions in order to progress through the video, you can learn valuable information about your audience's preferences, interests, and even demographics. This data can then be used to create more targeted and effective marketing campaigns in the future.

While interactive video may in some cases (not all) require more effort to produce than traditional linear videos, the benefits are clear.

If you're not already using interactive video as part of your marketing strategy, now is the time to start!

So what are you waiting for? Start using first-party data to create better, more targeted content that will resonate with your audience and help you achieve your business goals.

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