{"id":1423,"date":"2021-07-07T08:00:55","date_gmt":"2021-07-07T12:00:55","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/07\/07\/what-is-the-first-party-media-network\/"},"modified":"2021-07-07T08:00:55","modified_gmt":"2021-07-07T12:00:55","slug":"what-is-the-first-party-media-network","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/what-is-the-first-party-media-network\/1423\/","title":{"rendered":"What is the First-Party Media Network?"},"content":{"rendered":"\n
The evolution of media is inextricably linked to the societal and technological shifts that preceded or surround it. Gutenberg\u2019s printing press gave rise to daily newspapers. Post-World War II prosperity fueled the TV explosion. The internet gave birth to the first online banner ad. Today, it\u2019s consumers who are spurring the next evolution of online media.<\/p>\n\n\n\n\n\n\n\n
After too long with little say in how their data is used and what ads they see, consumers have put their collective foot down. They want control, choice, and transparency. Regulations like GDPR and CCPA, Apple requiring users to opt-in to ads, and Google phasing out third-party cookies are responses to that demand for more privacy.<\/p>\n\n\n\n\n\n\n\n
But the appeal for more control doesn\u2019t mean that consumers are no longer interested in relevant experiences. Balancing these needs in a cookie-less world while also continuing to drive revenue is now the chief concern for marketers and media owners. That\u2019s why first-party data has become the key to the future of performance-driven, targeted, and personalized\u00a0advertising.<\/p>\n\n\n\n\n\n\n\n
As the walls of the walled gardens grow ever higher, options that preserve marketers\u2019 access to and control over first-party data are critical. At the same time, media owners need solutions that help them manage first-party data\u00a0collection, rights, and activation.<\/p>\n\n\n\n\n\n\n\n
Now and when\u00a0third-party\u00a0cookies are gone,\u00a0both parties need:<\/p>\n\n\n\n\n
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A high volume of high-quality, first-party (1P) data<\/li>\n \t
To ensure their data is privacy-compliant<\/li>\n \t
Ways to turn their data into impactful advertising<\/li>\n<\/ul>\n
Criteo\u2019s First-Party Media Network is the solution for all of the above.<\/p>\n\n\n\n\n
What is the First-Party Media Network?<\/strong><\/h4>\n
The First-Party Media Network is an integrated system\u00a0of commerce data and AI\u00a0that\u00a0lets marketers\u00a0and\u00a0media\u00a0owners connect, enhance, and activate their first-party data to\u00a0enable\u00a0scalable targeted, personalized advertising and experiences that benefit all, including consumers.<\/p>\n\n\n\n\n\n
To put it in simpler terms, it makes it easy for\u00a0marketers\u00a0and\u00a0media owners\u00a0to:<\/p>\n\n\n\n\n
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Onboard and share their first-party data.<\/strong> This helps marketers maximize the reach and effectiveness of their addressable advertising and media owners increase inventory monetization.<\/li>\n \t
Enhance it with insights from our massive commerce dataset<\/strong>. We see $900B worth of commerce data across our client network, a bigger value than even Amazon generates on its platform. This data provides a better understanding of customer journeys for more relevant ads and on-site experiences.<\/li>\n \t
Activate it to drive commerce outcomes. <\/strong>Build audiences and launch campaigns for a variety of marketer and media owner objectives.<\/li>\n<\/ul>\n
What are the benefits?<\/strong><\/h4>\n
Collect and connect more first-party data<\/strong><\/p>\n\n\n\n\n\n
\u00a0<\/strong>Marketers\u00a0and\u00a0media\u00a0owners can enrich\u00a0and grow their first-party dataset\u00a0access\u200b\u00a0with tools that help them create meaningful dialogues with consumers.<\/p>\n\n\n\n\n\n
Criteo\u2019s Privacy Promise ensures that we never store any directly identifying information for consumers. All data\u00a0in our First-Party Media Network complies with\u00a0the highest\u00a0privacy standards, including GDPR and CCPA.\u200b<\/p>\n\n\n\n\n\n
Have complete control<\/strong><\/p>\n\n\n\n\n\n
Marketers\u00a0and\u00a0media owners\u00a0have full\u202fcontrol to manage their data\u2019s usage within our\u202fnetwork. Consumers have transparency and\u202fcontrol over their data preferences.\u202f\u200b<\/p>\n\n\n\n\n\n
Unify and build<\/strong><\/p>\n\n\n\n\n\n
Marketers\u00a0can\u00a0build audiences\u202fand reach them using a variety of channels and ad formats\u200b. Media owners can monetize their audience data and ad space and create more relevant site experiences.<\/p>\n\n\n\n\n
How does it work?<\/strong><\/h4>\n\n<\/figure>\n\n\n \t
Marketers and media owners onboard their first-party data into our network through a direct or partner integration, or by adding a pixel to their site.<\/li>\n<\/ol>\n\n \t
The data is then unified with our Identity Graph (part of the world’s largest commerce data set) to find matches and build consumer profiles. The data provider can choose how (and with whom) their data is shared within our network.<\/li>\n<\/ol>\n\n \t
Then we enrich the data with $900B worth of our first-party commerce data and the resulting patterns of behaviors and intent signals identified by our AI engine, for a deeper understanding of the total consumer<\/li>\n<\/ol>\n\n \t
Finally, the data is activated by building audiences with options that span a variety of audience types, channels, and advertising formats.<\/li>\n<\/ol>\n
First-Party Media Network Features & Outputs<\/strong><\/strong><\/h4>\n
Our unique combination of unparalleled commerce data and AI and our privileged position on both the demand and supply side make the First-Party Media Network a one-of-kind solution. These are the advantages that only Criteo can offer:<\/p>\n\n\n\n\n\n
Shopper Graph<\/strong>:\u00a0The world\u2019s\u00a0largest commerce data set on the open internet:<\/p>\n\n\n\n\n
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650M daily active users<\/li>\n \t
2B monthly active users<\/li>\n \t
4B product SKUs and thousands of product categories<\/li>\n \t
100+ global markets<\/li>\n<\/ul>\n
Buyer Index:\u00a0<\/strong>The audience planning and activation toolset that turns our Shopper Graph data into simple, easy-to-use audiences and personalization segments, based on any combination of identifiers.<\/p>\n\n\n\n\n\n
Demand and supply-side:<\/strong>\u00a0\u00a0As one of the few platforms with significant assets on both the demand and supply side, we\u2019re able to remove steps in the current process that create data and revenue loss for marketers and media owners.<\/p>\n\n\n\n\n\n
Performance heritage:\u00a0<\/strong>We\u2019ve been in the industry a long time. We know consumers and their journeys better than anyone. And we know how to deliver outcomes for every stage.<\/p>\n\n\n\n\n
Future-proof with the First-Party Media Network<\/strong><\/h4>\n
Advertising is evolving. The First-Party Media Network ensures that marketers and media owners can make good on the promise of a rebalanced system where everyone\u2014including consumers\u2014win.<\/p>\n\n\n\n\n\n
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