Advertisers are seeking more than just a bright, shiny audience from publishers. With competitors nipping at their heels, today’s brands want access to quality data to create personalized campaigns.
While publishers may consider this news as yet another hurdle, it’s actually an opportunity to offer brands a comprehensive view of the market. Advertisers will pay premium prices for a data-driven approach that delivers engaged audiences.
When it comes to data, they care about two things: audience segments and credibility. Publishers can leverage both to build beneficial partnerships with brands.
Data pinpoints audience segments.
Publisher data is key to targeting the right audience segments. Unlike third-party data, it allows you to identify specific attributes about consumers. For brands, this information translates into precise customer characteristics, like zipcode location, smartphone usage, and shopping frequency.
With publisher data, brands can confirm consumer intent. For example, a brand may know a consumer is seeking a new vehicle, but an auto publisher has the data to confirm which potential buyers are demonstrating the highest levels of intent and can identify additional in-market consumers matching other behaviors.
Kerel Cooper, SVP of customer journey at LiveIntent, explains this data shift. “There’s a trend currently happening where more brands are requesting to use publisher first-party data for targeting,” he says. “Publisher data is usually one of the key points in selling their inventory with the value prop of uniqueness of their audience.”
Publishers can also can create more revenue streams by selling first-party data insights to advertisers and partners as second-party data segments.
Data increases publisher credibility.
Brands want publishers to present reliable data to ensure campaign performance. Without trust, it’s hard for advertisers to know whether they’re getting the best bang for their buck.
As publishers, you’ll want to build a fraud-free environment. For instance, show advertisers the rigorous steps involved in the collection and analysis of the data. Of course, we don’t want you spilling trade secrets, but it’s important to give brands an inside look at your system.
Storytelling is also one of the best ways to showcase your credibility. Persuade advertisers with case studies that highlight the effectiveness of your audiences. Specifically, you can demonstrate how layering in publisher data helps brands achieve their desired outcomes.
Plus, it never hurts to bolster your credibility by providing detailed audience insights, like demographics, content consumption, and website behavior.
A 360-degree view of your data makes your services more attractive to advertisers. Plus, customized reporting makes understanding your campaigns even better.