News Round-up: First-Party Data Myths, Q1 Revenue Better Than Expected, & More
MarTech Series covered three myths about first-party data that they feel is preventing more marketers from using it. The myths include:
- Website tags will be disrupted by cookie deprecation
- Third-party data is the most accurate
- Data loss will disrupt reporting and hurt downstream optimization
In response to these myths, MarTech Series states that a “strong tagging infrastructure” will give accurate measurements, that “accuracy is never a concern” with first-party data, and while some data will be lost, marketers have “machine learning tools to preserve measurement and deliver performance.”
Publishers have spoken out against verification vendors using crawlers beyond the scope of agreements already in place, AdExchanger explains. These crawlers are reportedly gathering “contextual signals for ad products” instead of simply verifying inventory, and publishers state that they are “not compensated for this unlicensed use of their intellectual property.” As a result, programmatic revenue is down year-over-year for some publishers, while companies such as Integral Ad Science are seeing their revenues increase.
Digiday reports that, though publisher Q1 revenue was down, it wasn’t as bad as anticipated. Several publishers that Digiday spoke to stated that revenues seemed to flatten out, or was only slightly down, by March. One added that nothing was “catastrophic by any stretch of the imagination.” Last minute ad deals appear to be a large factor in this Q1 result, as well as programmatic sellers increasing their budgets.
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