Use search to gather first-party data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 31, 2021, 1:12 AM UTC

Over 40% of marketers’ organisations do not have plans to collect first-party data actively, according to WARC.

Businesses face a challenge of gathering first-party data without cookies, as third-party cookies are phased out by Google. While few companies are prepared for a cookieless web, only a third of marketers reported their companies to have plans for a post-cookie future.

Ebay’s general manager of UK advertising, Harmony Murphy, states using the first-party data can offer marketers “a lot more relevance.” To gather first-party data, UK’s publishers and advertisers like Guardian Media Group, Telegraph Media Group and Bauer Media are collaborating in the Ozone Project.

However, some of the companies do not have the right infrastructure in place to collate detailed information directly from consumers. Matt Dailey, chief performance officer, Havas Media, suggests brands use search and implement core marketing principles like storytelling to gather first-party data.

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