The power of first-party data collaboration in driving advertising effectiveness

Brands are expected to drive strong advertising performance and reach key audiences on an increasing number of channels, but today’s fragmented data landscape leaves many marketers without the full audience insights they need to effectively engage customers. As consumers play a more active role in customizing how their information is collected and used, companies need new ways to understand their audiences so they can deliver personalized experiences that are tailored to their preferences and behaviors. Enter data collaboration, a crucial strategy that brands should embrace to enhance their advertising effectiveness. With data collaboration, advertisers and publishers can partner and leverage their first-party data for deeper insights, helping them better understand, engage and convert high-value audiences that might otherwise be out of reach. Important benefits include smarter targeting and comprehensive performance insights, both key ingredients to drive impactful campaigns. Smarter audience targeting across touchpoints Marketers have traditionally relied on third-party signals for audience insights to run targeted campaigns. As the viability of legacy identifiers declines, marketers are shifting to first-party data strategies. According to Adobe research, nearly 50% of companies looking to decrease spending on cookie-based activations plan to activate first-party data campaigns. Data collaboration allows brands to augment their proprietary first-party data and gain richer insights that provide a more holistic view of key audiences, all in a privacy-centric manner. Advertisers can use these insights, along with the expertise and reach of their publisher partners, to design highly personalized campaigns that reach desired audiences across various touchpoints, including new and emerging audience-addressable channels like connected TV, commerce media and digital audio. For example, a sports apparel brand looking to reach their high-value audience of “millennial men who buy long-distance running shoes” could team up with a sports streaming service to learn about the viewing habits of similar subscribers. Using these insights, the brand could then show targeted ads for running shoes to the right audience on the right channels through the streaming service. Comprehensive performance insights to optimize campaigns Data collaboration offers organizations comprehensive performance insights—sourced from both advertisers and publishers—so they can prove campaign effectiveness and optimize future engagement strategies. For example, advertisers could glean cross-funnel performance insights from publishers, with metrics such as impressions, reach, cost-per-click and frequency. These can be combined with their own audience and conversion data for more detailed, outcomes-based measurement. This also allows publishers to demonstrate the value of their media and proprietary insights to advertisers for new or incremental partnership opportunities. How to unlock the full value of data collaboration Connecting brands and publishers today typically requires complex systems that have limited ability to securely integrate with data warehouses, identity partners or other platforms of choice. But brands need simplified workflows and embedded solutions for collaboration that don’t require heavy technical support or resources. That’s why we introduced Adobe Real-Time CDP Collaboration, a new solution within the Real-Time CDP portfolio that helps organizations simplify and scale data partnerships with privacy at the core. According to Adobe research, 71% of companies say when it comes to selecting a customer data platform, first-party data collaboration workflows are “very important.” Purpose-built for advertisers and publishers, both parties can easily connect through a visual catalog and instantly compare audience insights and see how they overlap. Advertisers can then use those insights to inform and activate campaigns, with on-demand dashboards and engagement metrics that show full advertising performance and demonstrate ROI. NBCUniversal was the first publisher partner for Adobe Real-Time CDP Collaboration, where through the beta, advertisers experienced 2X more efficient conversion, 10X better match rates and 90% lift compared to standard audience onboarding. Real-Time CDP Collaboration offers a flexible, interoperable approach, where brands can securely leverage data and already-built audiences from their preferred sources without moving any underlying customer data. They can also integrate their own audience and conversion data for deeper measurement insights. By embracing data collaboration, brands and publishers can scale the value of their first-party data through strategic partnerships, drive continuous and sustainable revenue growth and strengthen customer relationships. Learn more about Adobe Real-Time CDP Collaboration here.

The power of first-party data collaboration in driving advertising effectiveness

Featured Stories