While transitioning from third party data to first party data will prove challenging for organizations reliant on collecting data from third parties, in the long-term it will significantly increase the quality of the data they gather, and enable decision makers to develop more sophisticated insights. The Coinbase commercial on the Super Bowl demonstrates how the once-dismissed QR code can generate 1P data that bypasses the need for Google and Apple,” Gerstel said. First-party and zero-party data will become even more important. “Clearly there will be a need to find efficient sources of traffic on the open web and elsewhere. There’s no doubt that we are at the cusp of a privacy revolution that will shake the foundations of the digital ecosystem,” said Doron Gerstel, CEO of Perion.
#Google ad wars full#
Even though Google has said they will wait two years for full implementation, that is a very short fuse for tech companies who rely on the ability to track and monetise user behavior. “The profiling of user behavior has long been the fuel of digital advertising. There is a wave of providers like Perion and Tapestri building solutions to consistently gather first party data, with the former offering a platform called Intelligent HUB, which is designed to pull signals from users across all channels, and helped the company generate up to $158.0 million last year. Register Here The answer? First-party dataĪs providers crack down on third-party advertising, it’s becoming increasingly clear that first-party data collection is the only future-proof alternative that enterprises have at their disposal to collect insights on customers without being reliant on another organization.
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