The Holy Trinity Of First-Party Data Collection: Transparency, Compliance And Consent

Malcolm Treanor is the COO of Aussie media technology company WINR. In this piece, he shares his top tips on first-party data collection.
The death of the third-party cookie model will crumble online advertising as we know it.
For many years these trackable identifiers have underpinned programmatic advertising, helping brands determine which readers, on which sites, will see which ads, when and how frequently.
With no alternative identifiers on offer, the impact of a cookie-free world is expected to be sudden and dramatic.
We’ve already started getting a glimpse at what that world could look like.
In Germany, publishers have experienced a 45 per cent decrease in revenue and a 23 per cent drop in CPM on Firefox traffic where cookies are now automatically blocked. Similarly, a Google report in Australia showed impression-based revenue has decreased 52 per cent for publishers without third-party cookies.
First-party data has emerged as the best alternative and mission-critical to publishers’ survival. This model is based on data collected directly from readers including inferred data from their behaviours, actions or interests alongside declared data such as age, gender, self-reported preferences and intent.
The general advice given to publishers is to start collecting, analysing and activating their owned data from reader interactions with content and the like. But there is very little guidance on where to begin without compromising the trust of audiences.
The key to implementing a successful and long-lasting first-party data model is a holy trinity of transparency, compliance and consent.
Transparency, compliance and consent
Consumers and regulators are increasingly concerned over the collection and use of data by big technology companies. In Europe we’ve seen GDPR, in the US CCPA, and in Australia the ACCC’s Digital Advertising Services Inquiry and the impending Privacy Act review.
Publishers must future-proof their first-party data collection programs to ensure they create value for both brands and consumers, while meeting rising regulatory compliance requirements.
It starts with three guiding principles:
- Transparency – making it easy for readers to understand what information is being collected, how it will be used, and who it will be shared with
- Compliance – depending on geographic location, developing an easy-to-read privacy policy that addresses the requirements of current privacy legislation and where possible plan ahead for what is likely to come
- Consent – making sure readers understand what they’re getting into when they share their data as well as how to withdraw consent at any time
But the journey doesn’t stop there.
Maximising the value of consent
With more scrutiny from the public about how their data is being used, publishers are poised to provide custom audiences to advertisers with a price tag to match. This represents a big opportunity for publishers to increase yield and revert to an age of hand-sold deals.
Pseudonymous identifiers, also known as Publisher Provided Identifiers (PPIDs), will allow publishers to start maximising the value of their audiences.
With PPIDs in place, publishers can segment their readers into custom audience lists based on declared first-party data like age, gender, along with inferred data attributes based on their interactions with particular content.
These custom audiences of PPIDs can be ingested into ad management platforms to control frequency capping, audience segmentation and targeting. Publishers can include the PPID value in an ad request sent to an ad server or SSP to match ad calls to specific audience segments.
Scaling data-driven revenue with lookalike audiences
Custom audiences are the first step for publishers to successfully meet the demands of advertisers. To then go onto actually winning budgets from advertisers, the next step is achieving scale.
Lookalike modelling allows publishers to find readers who are similar to the members of a particular audience and extend the reach and scale of deals. These audiences are built via algorithms that finds similar people based on anything from age to intent. Lookalike models are used to build larger audiences from smaller segments to create scale for advertisers. The larger audience reflects the benchmark characteristics of the original audience.
For the modelling techniques to be effective it requires that a database has breadth and depth of data across common variables, starting with gender, age and postcode. The more information a publisher has about its readers, the bigger and more effective the lookalike segments that can be built. Once publishers have this type of data they can look to append privacy compliant third-party data attributes like WINR’s Kaptiv Audience Segments (KAS) to provide descriptive personas to readers and feed their data hungry lookalike models.
Getting started with data collection
The clock is running out for Australian publishers trying to figure out their first-party data strategies. To be in with a chance of surviving the next 12 – 24 months, publishers must prioritise first-party data collection. Starting with basic information – like gender, age and postcode – is a simple and effective way to build the foundations for success.
Smart publishers have already started to build out their first-party data strategies. Those that will thrive in the next digital advertising age will incorporate transparency compliance and consent into their processes from the beginning. Success will lie in creating an owned system of identifiers and implementing a cookie consent management system to match the needs of advertisers today, and tomorrow.
Image: iStock/MirasWonderland
Latest News

Dynata’s Latest Economic Crossroads Report Shows Consumer Trends From Around The Globe
Across the world, rising costs are causing anxiety and financial struggles for consumers. The worldwide impact of inflation is affecting their outlook and behaviour. More than half of consumers globally are struggling financially because of inflation and the increasing price of fuel, housing and everyday goods. Russia’s war on Ukraine intensifies their concerns around supply-chain […]

InMoment Bring Major Updates To Their XI Platform For Greater Customer Experiences
Making people's lives easier one update at a time. Because nowadays it's all about accessibility, right?

US FCC Commissioner Wants Apple And Google To Take Down TikTok From Their Stores
Anyone who wants to ban TikTok clearly doesn't understand how cool Anna Paul is.

Fullbright Scholar Teams Up With CQUniversity For New Opportunities In Queensland
It's nice to know the Sunshine State might finally be using said sunshine for something productive.

“Talk About Soft!” Mark Levy Blasts The Project Over Interview With Climate Change Activist
The world is actually burning, but sure let's be mad at the protestors.

Best Of The Best Judge, Ben Pellow Nabs Group Sales Director Role At Forbes Australia
Here at B&T, we love to remind you about all the fancy friends we have. Mainly because they never cop to it in public.

Visit Victoria And Endemol Shine Australia Announce New Partnership
The new series will allow Sydneysiders to appreciate Melbourne from their couches, just the way we like it.

Sydney Set To Host South By Southwest Festival For 2023
This comes as part of a wider plan to steal Texan culture, with Sydney set to take on plentiful Cowboy boots and rodeos.

Nine’s Big Dog Mike Sneesby Announces EOFY2022 Bonuses For Permanent Staff
Bonuses were decided after staff declined MAFS merch as a thank you.

Tony Armstrong Reveals The ABC’s Reaction To His OnlyFans Account
Armstrong proving that even a Logie can't save you from boring meetings with your bosses.

Wednesday TV Wrap: MasterChef Owns Demos But Nine Dines Out On The Night
Thank you MasterChef for normalising cooking while crying.

FutureBrand Australia Grows, Makes Two Senior Appointments
Bringing the "future" to Australia's business industry.

Sedona Lands Cinnamon Darvall As Executive Producer
If Sedona can acquire some Milk, Eggs and Flour as well, they'd be on their way to a nice crepe recipe in the C suite.

Jaywing And Frank Digital Nab Rai Campbell For Commercial Director Role
Campbell will be called to drive the Jaywing to success. That's not a phrase out of a sci-fi series by the way.

Are Media Launch Body Positivity Initiative ‘BODFest’ With OGX Haircare
Cause there's nothing that will make you feel better about yourself than seeing Em Rata on stage.

Quantcast Launches New Advertising Solutions For Marketers
With the rate at which Quantcast is attempting to solve problems, Ariana Grande and Iggy Azalea may need to get in touch

Nielsen To Publish Global Annual Environmental, Social And Governance Report
Nielsen is releasing its global annual environmental, social and governance (ESG) report to share information in six key ESG topic areas including diversity, equity and inclusion, human capital, governance, data privacy and security, environment, and communities. The report is designed to demonstrate how Nielsen does what it does with responsibly and with integrity—and how that […]

ARIA And PPCA Welcome Newest Paper From ACMA
Having the word Phonographic in your company name is a sure-fire way to jerk the B&T editor awake first thing.

AO Metaverse And Run It Wild Set New Standards For The Industry At Cannes Lions
Pretty soon tennis games will be played between virtual avatars. Because that doesn't sound creepy at all.

“Always Look For Ways To Challenge Yourself And Grow”: 10 Of The Best With Mindshare’s Chris Solomon
Chris Solomon opens up to B&T, but declines to tell us what washing detergent he uses to keep his t-shirts glistening.

What Businesses Are Looking For When They Hire An Agency
Tips include: wearing a black t-shirt and oversized glasses won't make you standout. A beret on the other hand..

Telstra Names IAG’s Brent Smart As Its Chief Marketing Officer
Brent Smart has landed a very cool new gig, we are talking ripped jeans and complicated coffee order cool.

Introducing Postmatch, A New Sports-Focused Creative Agency
Who better to promote sport than the people who live, breathe and speak about it on a daily basis!

Pinterest Appoints Former Google Executive Bill Ready As CEO
Bet you're not "Ready" for all the changes coming to Pinterest (pun completely intended!)

Facebook And Instagram Remove All Posts Attempting To Sell Abortion Pills
The world of social media is having its own reaction to the many "interesting" things going on lately.

Lighthouse Foundation Partners With Aussie Artists To Bring Awareness To Youth Homelessness
With the art available for just $2, it makes the series affordable even for those bankrupted by the fall of crypto.

Welcome To Microsoft Advertising Where The Key To Results Is Collaboration With Care
Communication is key, people! That's how Microsoft Advertising produces the work that it does.

Gerety Awards Celebrate Shortlist Announcement With BBQ
Awards nights and big outdoor parties go together like greasy burgers and far too much beer.

Lendi Group Expands Media Relationship Appointing Initiative As Media Agency Across Brand Portfolio
One of Australia’s fastest growing fintech, The Lendi Group has appointed media agency Initiative with its media strategy, planning and buying services across its powerhouse property brands and networks Lendi and Aussie. Initiative was previously appointed by Aussie in February 2020, before the brand merged with Lendi becoming Lendi Group.

Azerion Integrates With Inskin Media For Australian Launch
Azerion enters the JAPAC region. Everyone's confused over whether that's a FIFA World Cup thing or not.

Veridooh Launches Independent Verification For Programmatic DOOH Advertising
Simpsons fans across the world can sit down, this particular DOOH article isn't about you lot.

“Speaking From The Heart!” Scott Cam Doubles Down On The Block Influencer Saga
After calling Elle Ferguson and her husband Joel Patfull "a bit unAustralian" Cam offers a heartfelt... clarification.

oOh!media Expands Brisbane Locations, Secures Queensland Rail Portfolio Assets
The digitisation of Brisbane is great for everyone, except those trying to sleep across the road from a billboard.

Kantar Study Shows Native Video Ads Boost Brand Awareness By 26% As Part Of Larger Media Mixes
Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the results of an independent Multichannel Brand Impact study from Kantar, the world’s leading data, insights and consulting company. eMarketer forecasts show digital ad spending in the U.S. will reach $270B in the U.S. by […]

Next&Co Win SEO Strategy Rights For New Aim
Because if you want to "aim" for success, you need to have the right people beside you.

Triple M Celebrates 90 Years On The Wagga Wagga Airwaves
To this day, no-one in radio will answer our questions on what happened to Triple L and Triple Q.