Programmatic: How to boost investments in advertisers' First-Party Data?

Some time ago, a media trader shared with me: « 𝘍𝘰𝘳 𝘰𝘯𝘦 𝘰𝘧 𝘮𝘺 𝘍𝘔𝘊𝘎 𝘢𝘥𝘷𝘦𝘳𝘵𝘪𝘴𝘦𝘳𝘴, 𝘐 𝘩𝘢𝘷𝘦 𝘪𝘯𝘷𝘦𝘴𝘵𝘮𝘦𝘯𝘵 𝘨𝘰𝘢𝘭𝘴 𝘰𝘯 𝘵𝘩𝘦𝘪𝘳 𝘍𝘪𝘳𝘴𝘵-𝘗𝘢𝘳𝘵𝘺 𝘋𝘢𝘵𝘢, 𝘣𝘶𝘵 𝘵𝘩𝘦 𝘱𝘳𝘰𝘣𝘭𝘦𝘮 𝘪𝘴 𝘵𝘩𝘢𝘵 𝘵𝘩𝘦𝘪𝘳 𝘸𝘦𝘣𝘴𝘪𝘵𝘦 𝘷𝘪𝘴𝘪𝘵𝘰𝘳 𝘷𝘰𝘭𝘶𝘮𝘦𝘴 𝘢𝘳𝘦 𝘵𝘰𝘰 𝘭𝘰𝘸... ». Ah, advertisers' 1st Party data… quite a topic 😉

For the advertiser, it’s highly strategic to engage all these audiences who made the effort to visit their sites, and who are at an advanced stage of the conversion funnel ✨

But the problem that comes up (too) often is audience volume (especially for brands that don't sell online) 🤏

Even by targeting the audience across all environments and via a maximum number of formats, the saturation level is reached pretty quickly...

Under these conditions, it’s complicated for Media Traders to hit the 1st party investment goals set by advertisers...🤯

However, there is another type of 1st Party data, halfway between 1st Party (advertiser) and 2nd Party (publishers), that could boost volumes: “𝟏.𝟓 𝐏𝐚𝐫𝐭𝐲 𝐃𝐚𝐭𝐚” = This refers to all audiences who consume specific brand-related content, but outside of the brand's own websites.

Examples:

• Visitors of Procter & Gamble product pages on retailer websites like Auchan Retail, Carrefour, E.Leclerc, Lidl France, etc.
• Visitors of Samsung Electronics smartphone "product review" pages on tech websites like 01net, Frandroid, Les Numériques, etc.

These audiences are just as strategic for brands as 1st Party audiences.

FMCG advertisers should complement their 1st Party audience saturation strategies by including 𝟏.𝟓 𝐏𝐚𝐫𝐭𝐲 data, in order to:
💍 engage these audiences as much as possible toward a purchase
🛡️ defend their share of voice against competitors who might be tempted to target these same audiences themselves

The advantage is that today, thanks to curator seats, publishers/retailers (e.g., Unlimitail, Valiuz, etc.) can make these ultra-qualitative audiences accessible to all DSPs, so they can be leveraged across top Open Web sites!

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At GreyFox Ads, we believe the quality OpenWeb brings real efficiency to advertisers.

We help Media Traders outside of France to address the French market with all our deep market knowledge focused in one "Master Curated Deal".

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