A Publisher’s Dilemma: How To Collect First-Party Data Without Compromising User Experience
With so much focus on the demise of third-party cookies and the importance of first-party data, publishers now face a unique challenge – how can they gather as much of this information as possible without negatively impacting user experience.
In theory, a publisher could gate all of its content and require users to share this information whenever they visited the website. Such an approach, however, could risk sending users away and as a result, could spell a decrease in traffic.
And this seems to be something these publishers are aware of. A recent study from Teads found that of 419 publishers around the world, 65.3 per cent are not planning on increasing the use of logins, with the majority pointing to a disruption of user experience as the reason behind the decision.
For PubMatic’s regional director, ANZ & Head of Audience, APAC Peter Barry, it’s time to rethink the way in which these logins are framed.
“I don’t think asking for an email in exchange for content is risking user experience,” he told B&T.
“When you go to the cinema you have to pay for a ticket, which then needs to be scanned before you can sit down. Is this a poor experience? No, it’s not.
“Any time I use public transport I have to scan my Opal Card. When I rent a car I need to fill out paperwork. The first time I sign up for an Uber account I need to input my details.
“I don’t see how doing this to access content is such a big ask. If a user is not paying for that content via a subscription, then the content is paid for by advertisers. In order to ensure the best ad experience, a user is generally asked to give their email address. To me, this is a fair value exchange.”
Think value exchange
Much like how a value exchange occurs when a user scans their Opal Card or purchases a ticket to the cinema, publishers are offering users a value exchange when they access their content.
However, this value exchange is not always made clear – creating issues for the wider industry.
“A few years ago we had the ad blocking apocalypse – as an industry we’d done a bad job at explaining that the internet was free because advertisers pay for it, and consumers rushed to deploy ad blocking technology,” said Barry.
“Now that message has been lost again – publishers need to be clear with consumers that quality content has to be paid for and it can be paid for by subscriptions or advertising. Digital advertising needs addressability – so if they want to keep quality content free, and have a more relevant ad experience, they need to log in.”
Collecting data in a frictionless way
Regardless of concerns around user experience, publishers still need to be thinking about how they can collect first-party data for a post-cookies world.
For Interplay Media managing director James Spinks, there is no best way to collect this first-party data. Rather, it is most effective to take a ‘horses for courses’ approach.
“Every publisher and their audience is different and what works for one publisher may not work for another. The user has to see value in giving their data and the challenge for publishers is to come up with data capture strategies that offer their users value,” he told B&T.
“For a sports publisher, it might be collecting an email at the end of a sports quiz in order to reveal the quiz answers. For a publisher producing family health content the value could be in collecting an address to send samples to the user.”
Barry, on the other hand, advocates for a specific approach.
“Here is what publishers should be doing right now: Build first-party audience connections to authenticated IDs through registration or sign-in; build customer connections with email newsletters, and provide a level of meaningful and applicable customer insight with contextual data,” he said.
“If only a portion of the website experience can provide valuable contextual targeting, put that portion into play, even if it’s as little as 10 percent. Publishers should also consider letting their users know why they are looking for their email. In order to keep producing the content they love, they need to ensure that monetisation via advertising continues. This should all be done whilst respecting the users’ privacy boundaries.”
Image: iStock/fizkes
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.