In the ever-evolving digital landscape, one thing is becoming increasingly clear: cookies are on their way out. As privacy concerns continue to grow, many browsers and devices are taking steps to phase out the use of cookies. This means that the traditional way of targeting audiences for advertising campaigns no longer be a reliable option. However, there are alternatives that can help agencies effectively reach their desired audience: Zero-Party Data providers.

Zero-Party Data providers allow companies to access their ideal audiences without doing the heavy lifting of collecting information, scaling it, and placing the different segments on DSPs and SSPs. This will give agencies a more accurate and realistic quantity of the number of people that are willing to perform a certain action on a brand or campaign.

A key benefit of zero-party data is that the user always gives the authorization to collect information and often gets incentivized to do so. Incentives come in many forms ranging from a gift card, a discount, or even the opportunity to become part of a private group through a sign-up form.

In this blog post, we’ll take a closer look at why cookies are on their way out and how Zero-Party Data providers can help agencies to stay ahead of the curve. We will discuss the benefits of using Zero-Party Data, as well as the best providers for this type of Audience.

What is Zero-Party Data?

Zero-Party Data refers to any information that is gathered with authorization from the customer or user. This type of data is obtained through different methods such as forms, surveys, and newsletter sign-up, among others.

This method came in place more than 10 years ago and the main reason is that people are tired of the invasive advertising that we are getting on our browsers, our social media accounts, and even our email inbox which often is saturated with generic ads.

The acceptance rate between a campaign that’s displayed on the DSPs using a Zero-Party Data Audience and a Third-Party one is more than evident because what would you prefer? Option A: Ads of products that you would actually buy or consider using or Option B: Ads of something you might have said on a call, or someone sent to you on Instagram, and all of a sudden, they are everywhere you look.

It’s all about the experience you as an agency can create both for the owner of the campaign and the audience that you are trying to reach!

Zero-Party Data Audiences vs Third-Party Data Providers

There are several benefits to using a Zero-Party Data audience in programmatic advertising as opposed to Third-Party Data audiences:

Increased accuracy: Zero-Party Data is collected directly from the customer and is, therefore, more accurate than Third-Party Data, which is often based on inferred or modeled information and tends to give a more generic outcome.

Enhanced privacy: With Zero-Party Data, companies only collect what the user allows them to collect, respecting their privacy and all times.

Better compliance: Using Zero-Party Data can help companies to comply with data privacy laws and regulations, such as GDPR and CCPA, as they are often not reliant on third-party data providers that might get the information with invasive methods.

Long-term value: Zero-Party Data can be used to build long-term relationships with customers and improve the customer journey.

Overall, using Zero-Party Data in programmatic advertising can provide companies with a more accurate and relevant picture of their customers, while also protecting the privacy and ensuring compliance with data privacy laws and regulations.

So, to wrap things up!

Zero-Party Data Audiences are the future of programmatic advertising. By collecting data directly from customers, companies can create highly targeted and personalized advertising campaigns that are both effective and compliant with data privacy laws and regulations.

When compared to Third-Party Data providers, Zero-Party Data Audiences provide several benefits including increased accuracy, enhanced privacy, and a self-reported audience that has a purchase intention toward what you want to advertise, among many others.

If you are interested in learning more about how Zero-Party Data Audiences can benefit your programmatic advertising efforts, we recommend checking out ThinkNow Audiences. They are the number 1 provider of Zero-Party Data Audiences and Market Research for multicultural and diverse communities throughout the US and, their segments are available already in the major DSPs and SSPs.

They can help you to understand the advantages of using Zero-Party Data Audiences, how to implement them in your programmatic advertising strategy, and guide you in a step-by-step tutorial so you can find them in the platform that your company is currently using. Don’t hesitate to contact ThinkNow today and discover how you can benefit from Zero-Party Data Audiences before the post-cookie world comes knocking on your door.

Author:

Emmily Maduro (Emmily@thinknow.com)

Marketing Specialist / Account Executive at ThinkNow Audiences