3 Things To Look For in a Data Onboarding Solution
Imagine a Cookieless World. You Don’t Have To. It’s Here Now.
With rapid-fire changes in the AdTech world, it would be easy to be complacent about the slow death of third-party cookies. 2022 is a long way off, so why worry about it now? The thing is, you’re already living the reality of third-party cookies being less than ubiquitous: Firefox and Safari both block them and, though they have a combined market share of around 12% and eMarketer estimates that 95% of mobile time is spent in-app where there are no cookies.
It’s not just cookies adding to the chaos--there’s the uncertainty of privacy regulations and not wanting to rely on walled-gardens for data reliability.
There are numerous small reasons to focus on your first-party data. Smart marketers know that using it improves targeting and personalization. Here’s why:
Why is Data Onboarding the Road Forward?
- The typical American household contains five connected devices, and according to Gartner, uses an average of 2.8 touchpoints before making a purchase. This means marketers have to link offline data points to cross-channel (online) devices for each individual. This requires identity management through a robust person-graph, not only to accurately identify individuals, but to connect their profiles to pseudonymous/anonymous IDs, and target them across their lifecycle with a brand.
- Companies are matching offline consumers with their online personas through IP addresses and cookies on digital properties by ad servers, but cookies are becoming less relevant.
- The combination of privacy legislation and third-party cookies encroaching obsolescence is causing brands to shift their focus to using first-party data. This improves targeting accuracy, so the need for individualized identity is becoming increasingly important.
- Another recent Gartner article discussed how worldwide privacy concerns are impacting and disrupting digital advertising targeting and measurement. It recommends that the best way to determine emerging opportunities is to partner with an innovative provider and pilot next-generation identity solutions. With the imminent loss of third-party cookie-based targeting and measurement, it’s important to emphasize the distinction and benefits of pseudonymous IDs as alternatives.
- Management of PII is risky, so AdTech providers are looking for safe havens to help manage the translation of sensitive data. Identity resolution and management must enable marketers to honor privacy commitments and expectations.
To succeed in the changing digital landscape, you’ll need a data onboarding solution that helps you leverage first-party data, connect with real people while amplifying your message, and keep your hands off of risky PII.
What Do You Need in a Data Onboarding Partner?
Below are the three umbrella items to look for in your data onboarding partner, and what each requires to be successful.
- Media Amplification + Data Append for Messaging
- Data at the person-level
- Ability to link to multiple digital IDs connected to a person
- Recency of IDs for accuracy
- Enrichment which can be used to strengthen segmentation and personalization
- PII Safe Haven
- A secure transfer method which protects the customer information
- SOC2 Type II compliant
- Rapid Translation
- Solutions should be fast enough to match your customers’ needs. Accept nothing longer than a 24-hour turnaround
Interested in a Data Onboarding solution? Discover how FullContact can help you and talk with an expert today!