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In today’s advertising ecosystem, one of the most powerful yet often overlooked assets for TV publishers is their first-party data. It has become increasingly important for publishers to better collect, secure, and leverage first-party data to prepare for the next phase of digital evolution. However, not all data is created equal – especially when it comes to the first-party data that publishers possess. From publisher to publisher, there are huge discrepancies between what first-party data they collect. Ultimately, Cadent has found that understanding and leveraging this data can be a game changer for publishers.  

An Evolving First-Party Data Landscape 

The data privacy regulation landscape continues to evolve, making the direct relationship between publishers and their audiences even more valuable. While much attention is rightfully paid to the value of brand and agency data, the significance of publisher first-party data cannot be overstated. It offers a unique opportunity for publishers to deepen their understanding of their audience, enhance the effectiveness of their advertising, and drive consumer engagement and loyalty. 

The landscape of publisher first-party data is diverse and dynamic. Some publishers have already embraced robust strategies, where consumers willingly opt in, data is meticulously collected, stored, and analyzed, and privacy regulations are strictly adhered to. These publishers leverage sophisticated analytics tools to derive actionable insights, construct comprehensive audience profiles, and enhance the effectiveness of ad targeting and measurement efforts. Furthermore, they employ audience extension techniques to broaden their reach and create highly personalized experiences, fostering stronger connections with consumers. 

The Missed Opportunity 

Still, not all publishers have tapped into this potential. Many miss out on the opportunity to monetize their audiences effectively due to inadequate data strategies and technological limitations. They face challenges ranging from inflexible ad tech stacks to data loss and inadequate consumer notification procedures. Despite recognizing the value of first-party data, these publishers struggle to realize their full potential, hindered by resource constraints and technical barriers.  

For most publishers, the reality lies somewhere in between. They acknowledge the importance of first-party data but grapple with implementation complexities and operational constraints. This is particularly evident for CTV publishers, which encounter unique challenges that are distinct from those faced by traditional TV networks or vMVPDs.  

Nevertheless, the direct relationship between publishers and consumers remains an invaluable asset in an era marked by evolving privacy regulations and heightened expectations for personalized experiences. As third-party data faces increasing scrutiny and limitations, publishers must seize the opportunity to leverage their first-party data to its fullest extent. 

A Path Forward  

To maximize the value of publisher first-party data, publishers should seek out tech stack partners offering flexible solutions tailored to their specific needs. These solutions should facilitate seamless data collection, analysis, and activation while ensuring compliance with privacy regulations and consumer preferences. By investing in the right tools and strategies, publishers can unlock the full potential of their first-party data, driving greater monetization opportunities and enhancing audience engagement and loyalty. 

Aperture Viewer Graph, Cadent’s AI-driven identity graph, achieves outstanding match rates across diverse identifiers such as home addresses, emails, CTV IDs, and IP addresses. It connects TV ad exposure on any device to the household, eliminating waste and enabling closed-loop measurement, with over 125M households reached.  

Publishers can upload their first-party data in minutes, match it with Viewer Graph, and precisely target high-value audiences in a privacy-safe manner – all without relying on cookies. The always-on, always-learning proprietary model ensures devices are correctly mapped and provides a reliable foundation for data-driven activation.  

Viewer Graph allows you to connect with your target audiences, turning data-driven strategy into data-driven activation. As a publisher, Viewer Graph allows you to better support your advertiser customers by optimizing ad campaigns and increasing your monetization potential.    

Next Steps 

The value of publisher first-party data cannot be overstated in today’s digital landscape. By harnessing the power of this valuable asset, publishers can not only better serve advertisers but also cultivate deeper connections with their audiences, driving sustained growth and competitiveness in an increasingly digital world. By prioritizing data privacy compliance, investing in robust data infrastructure, and forging strategic partnerships with companies like Cadent, publishers can unlock the full potential of their first-party data and thrive in an increasingly competitive market. 

Find out how Aperture Viewer Graph can help you increase audience engagement and maximize monetization.