First-party segments enable privacy-respecting targeting by using data collected directly by the publisher. This is increasingly important as third-party tracking becomes limited.
Publishers can use user-provided data, contextual data from the content, and behavioral data such as geographic location, visit history, and inferred interests.
Data can be collected through registrations, subscriptions, surveys, and user interactions on the site.
Contextual data refers to information derived from the content a user is viewing, such as article topics, categories, or keywords.
Examples include user location, frequency of visits, time spent on site, and browsing behavior that helps infer interests.
They create custom audience segments based on this data and offer them to advertisers as part of targeted ad deals.
Yes, when collected and used responsibly, first-party data is typically compliant with privacy laws because it is gathered directly with user interaction or consent.
Absolutely. These segments often offer higher accuracy and relevance, leading to better performance for ad campaigns.