First-party targeting, also known as 1P targeting, has long been affected by the never ending transformation and evolution of digital/online tracking signals, including cookies. These signals—including cookies (albeit in a reduced capacity), device IDs, IP addresses, opt-in accounts (email addresses), and other opt-in data (think permission-granted location tracking data)—remainrrobust and effective as of now.
As we move forward 1p audience matching will transform largely away from cookies sooner and even from other current signals later.”
However, as we move forward, 1p target audience matching will begin to move away from cookies in the near-term, as well as signals later on. It’s unlikely that 1p targeting audience matching will go away; rather the signals will transition to more privacy protected technology like the Unified ID 2.0 and data clean rooms which are being implemented more and more.
This progress, on transforming 1p audience matching combined with other non-1p demographic/interest targeting, will allow us to keep our precisely targeted upper and mid-funnel strategies in place. However, the change to cookies and tracking does affect conversion attribution more acutely.
The currently available lower funnel platform ad attribution products, that companies like Facebook have polished to near perfection, are fading and will soon be dead. However, these companies are highly incentivized to create newer attribution technologies and they are doing just that.
As an advertiser, it is important to keep abreast of these developments—though implementation of them might happen by default as they are implemented on these platforms. Ask your media buyer or buying partners how they are tracking these developments today!
Jeff King is Vice President of Ad Placement Partners LLC and for the last 8 years has managed over $100 Million in digital ad spending. He is a seasoned digital advertising strategist and tactician with a deep understanding of first party targeting and experience in every level of digital ad placement.
