The demise of third-party cookies, the expanding data privacy statutes, and the growing superiority of walled gardens are all putting immense pressure on the long-entrenched relationships between advertisers, digital publishers, and consumers. Numerous studies now indicate that changes in the digital landscape and the COVID-19 outbreak will fundamentally alter how publishers and advertisers operate in the coming years in terms of growing revenue streams and optimizing yields. Currently, about 40 percent of browser inventory is cookieless, a trend that signals how publishers relying solely on third-party cookies are substantially reducing their yields for high-value audiences. This foundational change, however, provides publishers, advertisers, and their technology partners with an opportunity to create a new and better digital ecosystem through authenticated user data.
Why Authenticated User Data is Important
The end of third-party cookies should not be considered a loss but rather a wake up call for both publishers and their audiences. It gives you the opportunity to take full control of your user first-party data, enabling you to know your audience better, giving your audience control over privacy and access to personalized content, and improves the management of your own data.
Your ultimate goal is to build a new, sustainable means of engagement that is rooted in consumer trust. Authenticated user data makes it easier for publishers to build a deeper relationship with readers by delivering better quality content and experiences. Here are a few ways authenticated user data can benefit you as a publisher:
1. Improved Inventory Value
With the end of 3rd party cookies, developing a 1st party data strategy is more important now than ever. Through authenticated user 1st party data, you can develop a strategy around user log-ins and explain the value exchange of your content to consumers. As a result, you will significantly increase the value of your ad inventory since you’ll have more control of your audience and be able to recognize known audiences, thereby creating audience-specific, data-driven ads that target high-value yields. By recognizing a known audience on a site, you will also unlock new revenue streams through direct, private marketplace (PMP) pacts.
2. Enhanced User Privacy & Security
When securing authenticated data, privacy and anonymity should be a top priority. Using secure hashed email encryption which makes an email ID completely anonymized along with all personally identifiable information (PII) will go a long way in ensuring user privacy and security.
When crafting a user authentication strategy, publishers need to steer clear of harmful and unsustainable solutions. Your authentication strategy must put consumer privacy and security ahead of everything else.
The persistent user IDs of the future will be built on first-party cookies in combination with declared authenticated first-party data. It may take months for each ID to take shape, so the time to begin is now to realize tomorrow’s data monetization strategies today.
3. Better Control Over Consumer Data
Publishers can use authenticated user data to address audience consent and preference strategy. By sharing consent across owned and operated websites, you can deliver seamless reader experiences and further unlock audit trails of consumer consent to ensure full transparency.
Beyond achieving compliance with CCPA and GDPR, authenticated user data also reduces data leakage and allows publishers to have full control of audience relationships. A qualified reader base also brings better deterministic and actionable data. This creates an opportunity to establish new business models like publisher alliances and data co-ops, content payment, loyalty and incentive programs, customized audiences, and subscriptions.
How to Get More Authenticated User Data
To get more authenticated user data, publishers will need to create avenues for user sign in & registrations by communicating exchange of value statements, e-commerce, paywall (this might not work for every publisher or be the easiest – some publishers can do this depending on their audience), and privacy control for the audience. According to statistics from Harvard Business, the effects of paywalls varied significantly from company to company, ranging from a 24 percent increase in total sales to a 12 percent decrease. However, the research showed that a strong company reputation and uniqueness of content were the driving factors in the likelihood of sales success post-paywall.
Publishers will generally experiment with different engagement models to understand which one works best and appeals to their audiences. More importantly, you must create compelling content that drives engagement and delivers on the promised value exchange with your consumers. You should also continually improve your authentication rates and make your ad inventory much more valuable.
Although registration walls are the first step to building identity without creating a paywall, publishers seeking enhanced first-party data can explore paywalls. Other less restrictive configurations include a freemium or metered models, where audiences can access a predetermined quota of content per month. Once the threshold is met, users will have to subscribe to read further.
Whichever option you select, offering readers engaging and valuable content will always be the main focus. You must strive to demonstrate the value the consumer will receive by sharing their identity with you. Users typically want to understand how their data is used and have the freedom to opt out whenever they need to.
Adzapier Can Help! Adzapier can help you monetize your authenticated first-party audience data by seamlessly bringing your data to the market with match partners in a privacy, safe, and compliant environment. Whether it is onboarding audience data or remarketing to your audience, you can choose to work with a DSP of your choice. We understand that the publishers’ landscape is constantly changing, and new challenges and requirements are arising by the day. Stay ahead of the competition by monetizing your data with Adzapier. Our aim is to empower publishers with tools to confidently manage their first-party data and value privacy both now and in the post-cookie world.
Some of the benefits of data monetization with Adzapier include:
- Improved revenue channels without compromising your existing data monetization strategies.
- Seamlessly data monetization and invisibility in the background without impacting end-user experiences.
- Maintaining 100% privacy compliance without additional data security efforts.
- Email Monetization to open up new revenue channels and improve data transparency.
- Mobile App Monetization that matches user data with mobile location data to enable advertisers to hyper-target and improve marketing campaign performance.
- Identity Resolution to maintain deeper insights by matching hashed emails with age, gender, and geographic data.
- Cross-device Targeting to intelligently target and remarket audiences across desktop and mobile devices.
- Onboarding Solutions for 1st party authenticated data and customized audiences.
Ultimately, companies that monetize their data will see magnificent benefits beyond extra revenue streams, including new products, services, or business models, and increased product engagement and customer loyalty. Schedule a meeting with our Adzapier team to find out what your data is worth.