Understanding First-Party Technology
When it comes to display advertising, there are two common ways of serving ads and getting information: Third-Party and First-Party. The party is determined by whether the ad or content is served from the advertiser’s domain or a different entity like an ad network.
View MoreFirst-Party cookies are commonly used for user relationship-type actions and data. Content is owned by the company and the user often has a relationship with them. On the other hand, if the ad is served by a network or intermediary (such as an ad network) then the cookie and the ad are served by an entity that is different than the content owner. This is designated as being served by a Third Party.
First-Party Platform Advantage
Trueffect’s First-Party Ad Serving technology operates within an advertiser’s domain. The ad server is placed behind the firewall and integrates with the CRM database. This implementation builds on existing relationships and data already collected, targeting users on a 1:1 basis in real-time and allowing the ad server to include a customer’s data in the cookies.
Persistent Customer-Based Data
First-Party cookies have a stronger persistence in browsers, which means they reside on customer’s devices for a longer period of time than Third-Party cookies. This significantly boosts the recognition rate of users and provides a customer-based view of real-time activity that’s continually updated.
Results You Can Expect
Sites using First-Party cookies serve laser-targeted ads to a much larger percent of their site visitors. Plus, First-Party cookies are accepted and retained by more browsers and security programs. There’s no duplicate tracking, which leads to better measurement and enables conversion tracking to validate activity. Advertisers can expect increases of up to 7xtheir current conversion rates and 3x more accurate measurement (Neilsen).
Since First-Party cookies are only readable and writable from the domain from which they are initiated, they can contain advertiser-proprietary CRM data and identify existing customer relationships. This data is used to better target website users and improve conversion rates significantly, while the data itself remains private.
Recognition of existing customer relationships dramatically improves performance. For example, campaigns in which actual customers accounted for only 22% of the impressions and 35% of the clicks, they also accounted for 63% of the purchases. With First-Party targeting, decisions are also made on “act-alike” not “look-alike” segments that improve performance.