STORY:
Believe it or not, there is some confusion regarding first-party data within the B2B publishing and media landscape.
NetLine defines first-party data as data that has been explicitly provided by the user. In almost all circumstances, it is provided by a user making a deliberate decision to share their personal information in return for something. Usually, that something is controlled behind a form/gate that prompts the user to provide some information about themselves.
HubSpot would define first-party data as…
Lotame has a similar definition…
Regardless of the definition, first-party data is always rooted in your audience deciding to share their data. The exchange of data is most commonly rooted in what your audience would consider to be the equitable exchange of professional data in return for gaining access to content with high perceived value.
In the case of NetLine’s publisher platform, first-party data is actively being captured, filtered, fulfilled, and optionally monetized as users directly engage with content presented within your owned and operated websites. Whether your content or your client’s content, the Platform has been designed to help B2B publishers turn their existing audience and content into accelerated engagement and revenue growth.
As a media company, you know the value of first-party data more than most. First-party data was the genesis of your legacy business. It now represents the epicenter of your existence moving forward.
Perhaps best of all, first-party data is future-proofed from privacy compliance measures at the government and browser level. Unlike models rooted in cross-domain tracking, third-party data, and company-level audience sniffing, first-party data allows you to let go of your fears regarding what industry or governing body is going to impact your business today.
Make no mistake though, first-party data is hard. Collecting first-party data requires you to conduct business methodically, creating real value props for your audience users so that they want to willingly share their data with you.
Compelling your audience to share their first-party data is half the battle. Giving them a great and highly efficient experience is an entirely different animal.
- Are you asking your audience to provide their first-party data even though you already have it? #FAIL
- Are you currently asking your audience to engage with different types of content through different registration experiences? Inconsistent registration experiences equate to confusion by the audience, decline in conversions, and loss of confidence towards your brand. #FAIL
- Do you accept all values being entered by audiences as accurate and viable first-party data entries? #FAIL
- Do you currently allow audiences to provide arbitrary and unstructured data in responses to questions? #FAIL
- Are you ignoring the fact that bots and malicious scripts consistently attempt to submit bogus data into your forms? #FAIL
- Do you currently have employees manually revenue leads for data quality/integrity? #FAIL
- Do lack a consolidated data dictionary for audiences to self-select from? #FAIL
- Have you made concessions because your current form technology is stodgy and requires developer support? #FAIL
- Do you know if your audience is suspicious of sharing their data due to lack of SSL certification, compliance, and/or appropriate disclosures? #FAIL
STOP THAT. THERE IS A BETTER WAY.
As you have come to learn, the NetLine Publisher Platform allows you to accelerate the onboarding of first-party data directly from your audiences. Yes, your existing audience and your existing content. Only faster engagement, cleaner data, more efficient conversions, and content monetization revenue growth to boot!
If there was any doubt, first-party data is the only party moving forward.
