SlideShare a Scribd company logo
The Digital Media Buyer's Guide
to Zero-Party Data
The premier data source for reaching and activating multicultural and diverse audiences at scale.
Introduction
At this point, we are all sick of the constant reminder that cookies will be sunsetting in
2024, extending the number of think pieces that will be written by another year.
That's OK. This guide is not another think piece about what will happen when cookies
sunset.
This guide will show you how to use zero-party data today to future-proof your digital
media marketing from the inevitable demise of cookies that will happen in 2024.
DataRefresher:
Thedifferencebetweenfirst-partyandthird-partydata
So, what is zero-party data? Let's start with a refresher on the data types used today and
why it matters.
FIRST-PARTYDATA
An advertiser's first-party data is
gathered through direct sources and might
include customers' email addresses,
purchase histories, and behaviors
demonstrated across its own site. Best
Buy, for example, collects data from user
interactions within its ecosystem; items
searched on the site, purchases made,
data collected at the time of sale, and
email collected through either purchases or
by subscribing to Best Buy special promos.
This information can also be used to target
and tailor advertising elsewhere across the
Internet. On the other hand, a publisher's
first-party data usually comprises
behavioral information collected from user
actions related to its properties, which can
then be used to target ads on behalf of
advertisers. For example, a user that
regularly visits BuzzFeed will sign-up to
create an account, provide an email or
mobile phone to receive story alerts, and
customize their news areas of interest,
further providing more precise information
about their interests and behaviors.
THIRD-PARTYDATA
Third-party data is information collected by an
entity that doesn't have a direct relationship
with consumers. It's anything that isn't first-
party data. For example, a third-party data
provider might pay publishers to let it collect
information about their visitors and use it to
piece together detailed profiles about users'
tastes and behaviors as they move around the
Web. This information is then sold to other
advertisers to target their media campaigns.
What makes third-party challenging is that
this data is collected through an indirect
customer relationship and typically without
consent.
Howiszero-partydata
different?
Zero-party data refers to data that is
voluntarily shared with companies and
organizations via surveys, online forms,
online applications, or polls. Respondents
are often incentivized to share their data
through cash incentives, sweepstakes, or
other types of rewards, but often they
share their data for a chance to share their
opinions.
Zero-party data is arguably one of the
most accurate forms, as it comes directly
from customers. When directly asking
consumers their opinions and preferences,
they provide high-value, rich data that
provides deeper insights about them. This
kind of data enables marketers to target
audiences in a highly precise way.
Advertisers aren't making assumptions
based on an unknown data source that may
or may not be relevant to marketers' goals.
ReachingMulticulturaland
DiverseAudiencesWith
Zero-PartyData
The word multicultural can be confusing as it
literally means many cultures. In the context
of marketing, multicultural means non-
Hispanic White consumers. This term is
primarily used in the United States as other
countries look at race and ethnicity differently.
The most common audiences the term
multicultural refers to in the U.S. are Hispanic,
Black, Asian, and increasingly Indigenous, and
Mixed-Race audiences. Multicultural is also
starting to encompass audiences beyond race
and ethnicity to refer to LGBTQIA and
Disabled audiences.
As the U.S. becomes a multicultural majority,
the need to authentically reach multicultural
consumers is a business imperative.
Connecting authentically with multicultural
consumers is difficult with the current
audience targeting tools. But zero-party data
can help. By directly asking multicultural
consumers about their identity, preferences,
and cultural touchstones, digital marketers
can craft culturally sensitive campaigns that
avoid stereotypes. The rise of zero-party data
comes at the perfect time for marketers, as
identity is at the forefront of what is vital for
multicultural consumers.
Zero-party data is
arguably one of the
most accurate forms,
as it comes directly
from customers.
2100 W. Magnolia Blvd. Suite A/B Burbank. CA 91506
1-818-843-0220.
info@thinknow.com
www.thinknow.com
CONTACT US
INTEGRATINGZero-PartyData
AudiencesWithinDSPs
Major advertising platforms such as The
Trade Desk, Google DV360, or Xander have
limited capabilities to filter multicultural
audiences at this granular level. However,
ThinkNow and others are committed to
creating audiences primarily through zero-
party data sources that are easily integrated
with these major platforms. Multicultural
audiences are becoming increasingly
important to marketers and advertising
campaigns. It's essential that you understand
the data used to target multicultural
audiences and how it's gathered, in order to
deliver a successful digital media campaign.
It's essential that you
understand the data used
to target multicultural
audiences and how it's
gathered, in order to
deliver a successful digital
media campaign.
2100 W. Magnolia Blvd. Suite A/B Burbank. CA 91506
1-818-843-0220.
info@thinknow.com
www.thinknow.com

More Related Content

Similar to The Digital Media Buyers Guide

DWA_Intent Driven Marketing
DWA_Intent Driven MarketingDWA_Intent Driven Marketing
DWA_Intent Driven Marketing
Aryeh Sternberg @ DWA Media
?