Jack Simpson says, “First-party data could prove to be the future of online display advertising, according to our new report Digital Publishing: Increasing Advertiser Value Through Data and Identity.

Published in partnership with Signal, the report reveals the opportunities for publishers in the troubled digital advertising world.

It is based on a survey of client-side marketers, managers and executives working within publishers that have an online presence.

In this post I’m going to discuss three of the most important opportunities for digital publishers when it comes to using first-party and real time data.

Creating custom segments

Scenario: If you were able to onboard first-party data from advertisers or partners to instantly build out custom segments of known customers and then distribute tailored advertising to DSP, SSP, ad exchanges or other media endpoints, would that be valuable?“.

Three ways first-party data could help increase online advertiser value

‘Econsultancy’ Blog

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