• Insights
    • Exclusive Insights
    • Podcast
    • Articles
      • Advertising & Sales
      • Audience Development
      • Content Strategy
      • Digital Analytics
      • Digital Publishing
      • Monetization
      • SEO
      • Social Media
      • Technology
    • Top Tools & Reviews
    • Features
  • Education
    • Publisher SEO Course
  • Solutions
    • SEO for Publishers
    • Content Strategy Services
    • Brand Partner Solutions
  • Community
    • Slack Channel
    • Office Hours
    • Newsletter
  • About
    • About Us
    • Contact Us
    • Editorial Policy
sodp logo
Search
Close this search box.
    SODP logo
    Login
    • Insights
      • Exclusive Insights
      • Podcast
      • Articles
        • Advertising & Sales
        • Audience Development
        • Content Strategy
        • Digital Analytics
        • Digital Publishing
        • Monetization
        • SEO
        • Social Media
        • Technology
      • Top Tools & Reviews
      • Features
        • Podcasts
        • Articles
        • Top Tools & Reviews
        • Features
        • Opinion
        • Advertising & Sales
        • Audience Development
        • Content Strategy
        • Digital Analytics
        • Digital Publishing
        • Insights
        • Monetization
        • SEO
        • Social Media
        • Technology
    • Education
      • Publisher SEO Course
        • Publisher SEO Course New
    • Solutions
      • SEO for Publishers
      • Content Strategy Services
      • Brand Partner Solutions
        • SEO For Publishers
        • Content Strategy Support
        • Brand Partner Solutions
    • Community
      • Slack Channel
      • Office Hours
      • Newsletter
        • Slack Channel
        • Office Hours
        • Newsletter
    • About
      • About Us
      • Contact Us
      • Editorial Policy
        • About Us
        • Contact Us
        • Editorial Policy
    placeholder
    State of Digital Publishing Logo
    Home ▸ Opinion ▸ Publishers Will Benefit From Synergizing First-Party Data Across All Channels

    Publishers Will Benefit From Synergizing First-Party Data Across All Channels

    • Tim Geenen Tim Geenen
    March 29, 2022
    Fact checked by Vahe Arabian
    Vahe Arabian

    Founder and Editor in Chief of State of Digital Publishing. My vision is to provide digital publishing and media professionals a platform to collaborate and promote their efforts, my passion is to uncover talent and… Read more

    Edited by Andrew Kemp
    Andrew Kemp

    Andrew joined the State of Digital Publishing team in 2021, bringing with him more than a decade and a half of editorial experience in B2B publishing. His career has spanned the technology, natural resources, financ…Read more

    Bookmark (0)

    Please login to bookmark

    Publishers Will Benefit From Synergizing First-Party Data Across All Channels
    Tim Geenen

    Tim Geenen is the Managing Director, Platforms BD Europe at LiveRamp, the global leader in data connectivity. Previously he was the founder of Faktor, a...Read more

    Tim Geenen, Managing Director, Addressability Europe, LiveRamp 

    Regulators are tightening privacy rules, consumers have lost trust in how brands use their data and browsers are blocking the very data that once fuelled personalised and targeted marketing. 

    These privacy-based shifts have disrupted the digital marketing landscape, leaving publishers and advertisers in search of ways to responsibly engage with audiences and restore their trust.

    The demise of third-party cookies, however, does not mark the end of publishers being able to connect their inventory with marketer data. Instead, it has actually given advertisers the opportunity to both more effectively reach and engage target audiences while also developing authenticated first-party relationships that publishers crave.

    First-party relationships allow publishers to take back control of their content to optimise yield and drive increased revenue. This should be welcome news for an industry that has seen its margins squeezed by the technology providers’ “ad tech tax” over the past decade.

    Cookie Shift

    Central to the successful shift away from cookies has been increased publisher-side transparency and the creation of strong value exchanges. In a privacy-first environment, people have regained control of what happens with their data, exchanging it for a better experience or unique content.

    A person might log-in to access exclusive content, site personalisation, premium services or even an email subscription. These authentication strategies have been key to publishers developing a fuller understanding of their audience. This, in turn, adds a huge amount of insight and value for brands and marketers.

    As publishers continue to strengthen their authenticated first-party data, being able to collect and manage this information across multiple platforms is increasingly important. Readers have grown accustomed to casually switching between apps, social media platforms, websites multiple times a day. This means that not only does the user experience need to be seamless — something many publishers are already focused on — but that publishers also need to seamlessly connect audience data across all of these touchpoints.

    With the privacy landscape changing so quickly, however, delivering safe and transparent application-first solutions that create addressability across multiple platforms can be challenging. This is only further complicated by having to work across different regulations and guidance — such as Apple’s iOS 14.5 and Google’s Privacy Sandbox, which are helping to shape industry standards for privacy-focused, multi-channel addressable solutions. 

    Omnichannel Strategies

    We’ve become increasingly aware that as the number of online and offline consumer touchpoints has soared, users are more willing than ever before to walk away from digital experiences that aren’t frictionless. 

    Publishers already understand that the way audiences engage with content is often very different between desktop and mobile devices and that the device experience needs to align with an individual user’s needs. But publishers also need to ensure that this process is aligned to their first-party data strategy.

    Ultimately, publishers need to encourage their audiences to sign up and feel confident in sharing their data. 

    As such, publishers need to work closely with their identity solution providers to ensure that their ad inventory commands the maximum possible engagement across all channels and that individual audience data is as consistent and coherent as possible. It’s also important to understand what techniques are most effective across individual platforms.

    For example, are readers more likely to sign up for newsletters on their mobile devices or are they more likely to sign up for exclusive content? Answering these questions requires publishers to try out different techniques and feed the results back into their omnichannel strategy.   

    Ultimately, a well-planned omnichannel strategy should focus not just on the strengths of each separate channel, but also on creating the maximum possible synergy between them.

    Publishers need to pursue synergy of experience as well as synergy of data across all of their channels. All of the data available at each of the customer journey touchpoints should be synchronised and made available across all channels.

    Comprehensiveness is Key

    Those publishers that are able to build a comprehensive view of their customers across different devices, as well as in online and offline channels, will be able to provide them with a better user experience.

    In 2022, more people are expected to authenticate their data in order to control their preferences as they come to more clearly understand the value exchange. Indeed, 63% of people agree that advertising plays an important role in the open internet. This creates a win-win situation that helps publishers maintain their direct relationships with readers and viewers.

    Tying all of this data together is a key step towards strengthening publishers’ relationships with brands and marketers that are interested in their inventory. In fact, our research shows that 63.4% of advertisers would pay more for access to authenticated traffic data.

    Disclaimer: The views, opinions and ideas expressed in this post belong to the author/s and do not necessarily reflect those held by State of Digital Publishing.

    Publisher SEO - Related Modules

    Ads, Popups and Best Practices

    Experience, Expertise, Authoritativeness and Trust (E-E-A-T)

    CTR analysis and optimizations

    View Publisher SEO Course
    Editor's Picks

    Google News SEO Guide

    Mobile Video Consumption Tech Trends

    What Is A Content Creator?

    Related Posts

    • Mark Z
      How Publishers Can Survive Without Third-Party Data Tracking With Mark Zohar
    • registration w
      Employing a First-Party Data Strategy, With a Registration Wall as The Key Tool for Publishers to Increase ARPU
    • first party pitfalls
      The Common Pitfalls Surrounding First-Party Data
    • first party advertising
      How Publishers’ First-Party Data is Reshaping Advertising

    Subscribe to receive a recap of our top stories in digital media.

    SODP logo

    State of Digital Publishing is creating a new publication and community for digital media and publishing professionals, in new media and technology.

    • About us
    • Contact us
    • Editorial policy
    • Privacy policy
    • Sitemap
    • Newsletter
    • Publisher SEO course
    • Become a member
    • Slack community
    • SEO for publishers
    • Content strategy support
    • Partner with us
    • Podcast
    • SEO Office Hours
    • Editorial Office Hours
    Facebook Twitter Slack Linkedin

    STATE OF DIGITAL PUBLISHING – COPYRIGHT 2023

    PUBLISHERS, THESE 20+ TOOLS WILL SUPERCHARGE YOUR GROWTH

    Subscribe to our newsletter and receive the ultimate list of smart technologies and free resources to boost your publisher SEO and content efforts.

    Join 3,000+ publishers around the world and get exclusive tips and resources delivered to your inbox.

    Being a part of the SODP Community has made a real impact on my problem-solving at work. From bouncing off paywalls solution ideas to thinking about an SEO strategy for my paywall, it’s the most value-adding professional community I’m a part of.

    Yvette Dimiri, Head of Growth, Stears

    PUBLISHERS, THESE 20+ TOOLS WILL SUPERCHARGE YOUR GROWTH

    Subscribe to our newsletter and receive the ultimate list of smart technologies and free resources to boost your publisher SEO and content efforts.

    Join 3,000+ publishers around the world and get exclusive tips and resources delivered to your inbox.

    Being a part of the SODP Community has made a real impact on my problem-solving at work. From bouncing off paywalls solution ideas to thinking about an SEO strategy for my paywall, it’s the most value-adding professional community I’m a part of.

    Yvette Dimiri, Head of Growth, Stears