First-Party Advantage

Because First-Party results in customers being recognized, ads are delivered that are optimized for relevance and impact, based on that individual customer’s information. That is critical because existing relationships account for 63% of purchases from online ads, which makes First-Party the biggest driver of performance.

The challenge with third-party ad serving is simple: third-party data is flawed.

Computers with anti-virus programs such as Norton and McAffee delete third-party cookies approximately every seven days
Apple mobile devices don’t even accept third-party cookies

As a result, measurement accuracy is seriously compromised by a factor of up to 11x, depending on the advertiser and campaign.

First-Party vs. third-party

The impact of third-party cookie deletion

Measurement Impact \| Reach First-Party accurately reports one customer is reached Third-party reports two customers are reached	Business Impact \| Media Chain Single media chain is broken into two smaller chains
Frequency First-Party accurately reports one customer is reached three times Third-party reports two customers are each reached one time	Attribution Attribution given to last impression of second chain can negatively skew cost of performance data that influences future media placement, future pricing decisions, and program scale