Making Second-Party Data Work For You
Second-party data has emerged as a popular solution for advertisers since the enforcement of GDPR in 2018. And while the uses of second-party data are clear, how you acquire this data can be another question, explains smrtr’s co-founder and CTO Boris Guennewig.
Second party-data might best be described as quid pro quo in the data and analytics space. Essentially, it is just someone else’s first-party data that has been willingly and compliantly shared.
Like first-party data, the uses of second-party data are plentiful, particularly when it is combined with third-party data to build audience segments that are greater and more insightful than existing customer records. Enriching your first-party data with someone else’s can link audience segments together in a way that previously would not have been possible.
The question with second-party data is not so much how you can use it, rather how you can acquire it.
It’s about partnerships
Acquiring second-party data is often dependent on the relationships that a business has formed. One of the most common relationships where two businesses might willingly share their data with one another is the relationship between a publisher and advertiser.
Given the reliance each places on the other – and the shifting expectations around privacy – both publishers and advertisers are looking for ways to access more data, while staying compliant with regulations such as GDPR.
Insider, the publisher of Business Insider, is one business that has seen the opportunity to help it’s advertisers by providing them with second-party data. Speaking with Digiday, Insider’s SVP of programmatic and data strategy Jana Meron said that since GDPR was introduced in 2018, the Insider had been sharing its first-party with some of its “biggest and best” advertisers to help them get results in a privacy-compliant manner. Advertisers that used Insider’s first-party data managed to see campaign performance lift 11 percent against previous campaign benchmarks, according to the report.
Big technology names get involved
With privacy still a high priority for marketers and the need for high-performing campaigns still at large, second-party data is increasingly becoming a mainstay in digital advertising. That’s why it’s no surprise we’re starting to see some of the biggest names in technology get involved.
Salesforce launched its ‘Data Studio’ in 2017 as part of its Marketing Cloud as a way to allow marketers to buy data directly from publishers. Salesforce said at the time the initiative would encourage advertisers to “move closer to the source” when buying their data. Adobe, similarly, has launched Audience Marketplace as a way for its customers to connect their data with partner data and create more valuable audience segments.
At smrtr we are always looking for new ways to enrich our partner’s audience segments in a way that is privacy-compliant. Some of our best results, in fact, have come when we have combined seemingly unrelated business data – such as automotive and real estate data.
We have found ways of compliantly combining our partner’s first-party data with our own data, which is based on the purchasing signals of millions of Australians.
Latest News
Bankwest Unveils New Work Via Its Bespoke WPP Agency Union
Union, WPP AUNZ’s bespoke national group model created to service Bankwest, has launched a new national brand campaign for the visual-style terms and conditions the financial institution developed with the University of WA in a bid to make T&Cs more engaging for customers. Bankwest has rolled out visual terms and conditions for its Bankwest Easy […]
South Australia’s Foodland Rated Aussies’ Favourite Supermarket
You'll learn two things from this. One: B&T employs a parochial South Australian. Two: we're not sure of the other one.
InMoment Named A Leader In Customer Feedback Management
InMoment, the global leader in Experience Improvement (XI), announced it has been named a Leader in The Forrester Wave: Customer Feedback Management Platforms, Q2 2021 evaluation.
Pepsi Releases Sticky, Spitty New Ad ‘The Mess We Miss’ Featuring Classic Broadway Tune
Apparently Pepsi regularly beats Coke in taste tests. Although it's considered a draw if you add a good slug of bourbon.
Hungry Jack’s & KFC!? Most Popular ‘Restaurants’ For NSW Dine And Discover Vouchers Revealed
Data reveals where NSW spent its $100 vouchers & it appears if the RONA don't get ya then the diabetes probably will.
Harris Coffee Builds On ‘Made For Australia’ Platform Via Edge
Harris Coffee builds on its 'Made for Australia' platform. Odd, given it originated in South America.
Women Leading Tech: PubMatic’s Tina Tsang On Shifting Self-Perception And Building Confidence
It's time to meet the tenacious, tantalising, terrific Tina Tsang. And it's time to revel in B&T's awesome alliteration.
Disney+ Hits 103 Million Subscribers, Fewer Than Predicted
Disney+ may not have hit its subscriber numbers, however it continues to make George Lucas filthy rich.
We’re Back, Baby: Entries Now Open For The 2021 B&T Awards!
Want to sneakily overcharge on a client's invoice? Well, win yourself a B&T Award and add that extra 0 with impunity.
Titanic Gets Spoofed In Witty Work For A Scandinavian Ferry Service
B&T will tolerate the razzing of the Titanic film per se, however, Céline herself remains a strict razz no-go.
Thursday TV Wrap: Albo’s Budget Reply Gets 330,000 Viewers
Albo delivers the budget reply. As Tanya sits patiently, waiting, biding her time and sharpening that big old knife.
The Customer Journey Starts With Having Good Data
This expert opines the customer journey starts with good data. Although things could turn rather funky with bad data.
The Beautiful Collision Of Advertising & Design
72andSunny's Ross Berthinussen talks design and advertising. The weather gets the briefest of mentions too.
“It Was Too Co-Ordinated”: Ellen Talks End Of The Ellen DeGeneres Show
B&T won't comment too much on Ellen's departure suffice to say she did a very memorable fish.
Appointing A Head Of Innovation Won’t Drive Agency Innovation
It would appear that the head of innovation is the latest innovation in slightly obscure, wanky job titles.
CTV Growth Sees PubMatic’s Revenue Lift 54%
It's good news today if you own PubMatic shares. However, it's even better if you own Bitcoin, Apple or Pfizer ones.
Chaka Sobhani Named Leos’ Global Chief Creative Officer
Chaka Sobhani named Leos' global chief creative officer with strict remit of doing things in a chief-like way globally.
All The Pics From Our First 2021 Changing The Ratio Breakfast!
Adland doesn't appear to function much before 11am, so it's hats off to these early birds who had to set the alarm.
The Kids’ Cancer Project Invites Australians To Donate On Pirate Day In New Campaign Via We Are Social
B&T will be celebrating 'Pirate Day' this year. With particular focus on the plundering, pillaging & the plank walking.
TikTok To Launch Web Series Supported By Screen Australia And Film Victoria
The first ever web series to be funded by both Screen Australia and Film Victoria for TikTok, will launch on May 17. Produced by Hayley Adams and Michelle Melky, and directed by Logan Mucha, Scattered is a new queer drama comprised of 38 x 1-minute daily eps. It follows three best friends, Jules, Sami and […]
Flight Of The Conchords’ Funny Man Rhys Darby Stars In New Campaign For Xero
Rhys Darby is in B&T's all-time favourite list of Kiwis that also includes Jacinda Ardern, Jake 'The Muss' & Phar Lap.
Schwartz Media To Launch Osman Faruqi’s The Culture Podcast
Schwartz Media will extend its audio offering with a new culture podcast. Building on the success of its flagship daily news podcast 7am, and it’s growing arts and culture coverage, Schwartz Media is launching new podcast The Culture at the end of the month. Award-winning journalist, editor of 7am and pop-culture obsessive Osman Faruqi will […]
How To Nurture Your Online Customers And Turn Them Into ‘Brand Evangelists’
Building a connection with existing customers is just as integral to any marketing strategy as winning new ones, but how do we turn customers into spokespeople for our brands? By Peggy de Lange, VP of international expansion at Fiverr It’s a well-known rule of thumb that it costs 5-times more to get a new customer […]
Nine Appoints Hayley Bourne To Head Of Digital Audio
Nine announces Hayley Bourne as head of digital audio. And, as you'll see here, it did it in five very short sentences.
Tooheys, 72andSunny, Vice And Gocsy Collaborate On ‘Proudly Ordinary’
In the next instalment of the ‘Proudly Ordinary’ campaign for Tooheys Extra Dry, Lion and 72andSunny continue their partnership with work from Vice and Aaron Gocs (Gocsy). Gocsy is a beloved icon of Australian outsider comedy who creates content for Vice and his own broadcast channels. As part of the highly successful ‘Proudly Ordinary’ brand […]
Slept In? Here’s All The Best Bits From This Morning’s Changing The Ratio Session
There was only ONE place to be this morning & it was Changing The Ratio. If not for the speakers, but for the muffins.
Have You Seen Trevor?
Love an opinion piece with a mystery headline? You'll love this. Even more so if you're stuffing your gob with cake.
Meghan Markle And Prince Harry Partner With Procter & Gamble
B&T would SO love to see Prince Harry doing a dandruff shampoo ad or even Meghan in a catfight with her sister-in-law.
Seven To Air Craig McLachlan Documentary
Seven to air Craig McLachlan documentary. Well, as he sued Nine & 10 avoids any serious shit, it's not that surprising.
IKEA Stores Will Fly Progress Flag Ahead Of IDAHOT Day
IKEA stores set to fly the progress flag. Which we'd agree is better than the Sydney Swans or the skull & crossbones.
