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25 February 2022
First-party data drives up media buyer renewals by a third
Data managementNewspapersData-driven targeting
Data from the Wall Street Journal and Google Ad Manager suggests that advertisers were 37% more likely to work with the WSJ again when a campaign used first-party data, reflecting the importance of high-quality, logged in data for effectiveness as well as compliance.
Why it matters
Identity is shifting rapidly as laws and technical standards change. But research like this suggests it’s more fruitful to adapt for effectiveness rather than seeking compliance
What’s going on
Reported by Adweek, the work is based on the Journal parent Dow Jones’ more than three million subscribers across all of the firm’s properties.
“Attribution-based segments are developed using subscriber information, such as industry or title that’s captured during registration processes. Contextual segments are built by looking at the content that readers view and engage with.”
Seventy-two percent of audience segments are built on or informed by first-party data.
Advertisers could buy media against these segments through Google’s Ad Manager.
“Publishers have no choice but to adapt to the cookieless reality,” says David Minkin, SVP of strategic planning & delivery and GM of The Exchange — WSJ | BG’s dedicated ad tech team. “It’s an existential threat to any business or individual relying on third-party data to drive marketing, advertising, or innovation.”