In today’s swiftly evolving digital landscape, the phase-out of third-party cookies and the rise of privacy regulations are reshaping the very foundation of media and advertising. To unlock the next level of business growth, organizations must recognize that data isn’t just a byproduct of their operations—it’s their most valuable asset. Simply maintaining the status quo is a recipe for stagnation.
The new gold rush isn’t about chasing fleeting trends; it’s about making informed decisions rooted in proprietary audience intelligence. This requires a dedicated investment in high-quality first-party data execution, supported by a sophisticated MarTech stack.
Zeroing in on three critical themes will separate market leaders from those left behind: embracing AI, prioritizing first-party data strategy, and safeguarding the future through robust identity solutions.
Three essentials to consider and how ONEcount can help:
Embrace AI & M/L capabilities
Publishers must collaborate with their vendor partners for the latest industry developments such as AI and Machine Learning (M/L). Implementing cutting-edge technologies empowers editorial, marketing, and sales teams the ability to enhance performance, improve efficiency and achieve better outcomes.
Here at ONEcount, AI is utilized to forecast trends and create segment clusters based on demographics, content consumption patterns enabling marketers to personalize user experiences effectively. Discover and activate new audiences with a click of a button. Our ESP partners, including PostUp leverages AI for email campaign deliverability and headline rendering.
Fostering conversations with your trusted partners is crucial for identifying and leveraging best-in-class solutions tailored for your organization’s specific needs.
Prioritize your first-party data strategy
In today’s landscape, the collection of valuable audience information and ensuring product opt-ins are paramount for your media operations. Data is your gold, now mine it. Leveraging first-party data enables you to maximize the value of your direct sold inventory and contextual placement opportunities. By understanding your audience’s preferences and interests, you can optimize ad placements for relevance and effectiveness, driving higher engagement and ROI for advertisers.
As third-party cookies phase out and privacy regulations evolve, reducing reliance on programmatic buys becomes increasingly important. By leveraging first-party data for targeting and personalization, you can mitigate the impact of these changes and maintain the effectiveness of your advertising and marketing campaigns.
Collaborating aggregated insights across all teams and key stakeholders is essential for designing use cases, ensuring comprehensive buy-in and successful outcomes.
Safeguard your future
As the industry moves towards a cookieless environment, the importance of identity graphing will fuel custom targetable audiences across your branded sites and the advertising ecosystem.
ONEcount’s Identity tool suite constructs ID graph for each user, facilitating greater precision for personalized content, advertising, and user experiences across the entire enterprise. ONEcount leverages first-party cookies for audience identifications, ensuring continued effectiveness and compliance. Don’t worry. First-party cookies won’t go away because they’re considered strictly necessary for website’s performance and always active.
Measure, measure, measure! Robust cross-channel measurement and aggregated reporting, facilitated by ONEcount BI, drive product development, optimize campaign performance and unlock new sales opportunities. With 150+ pre-built data visualizations, this enables teams to curate their own dashboards without the help of IT or a data scientist.
Imagine…Providing VIP customer-facing experiences for advertisers and sponsors on the frequency of their choosing. Heck, they pay the bills. Enhance data transparency with timely campaign metrics—proving your value prop. Watch your client retention rate go up!
Equipping your team with user-friendly tools like ONEcount streamlines processes, enhances productivity and empowers informed decisioning.
In conclusion, prioritizing and implementing a first-party data strategy is essential for media operations in today’s landscape. By leveraging tools like ONEcount’s CDP + Activation Tool Suite coupled with integrating with platforms like Google Ad Manager, your ESP, event and webinar registration vendors, you can capitalize on audience insights, drive personalized experiences, and maximize the value of your advertising inventory.
Feel like your revenue is stagnant? We can help! Explore a Proof-of-Value Pilot by contacting Joanne Persico at 203-665-6211, ext. 204 or email joanne@one.count.com. To request a guided tour, click here.
