Unless you’ve been living under a rock, we’re sure you’ve heard about the impending death of third-party data. Upcoming changes to tracking and cookies present an exceptional opportunity for digital publications to start offering second-party intent data to their advertisers.
When you’re sharing any kind of intent data, it’s important to be aware of privacy and compliance and how it affects your business. There are a few things a publisher can do to ensure they stay on the right side of privacy law while still providing valuable intent data to your sponsors.
Your goal as a publisher should never be to become an email-list vendor. Instead, you should focus on sharing data related specifically to intent.
Ideally, you only want to share subscriber data with advertisers when they actively engage with ads and sponsored content, not just based on vague topic interest or target criteria, as this data can be polluted with unqualified leads.
While static reports have some value, they’re limited in terms of providing any real intent data. An advertiser-side customer data platform can show advertisers not only who engages with their ads and content but also what happens to those subscribers after the initial click. A good platform will also score their intent based on activity over time and can provide intent monitoring and attribution months after the initial campaign.
Lead nurturing and follow-up are integral parts of generating ROI from a campaign, but you want to make sure your advertisers are equipped with the tools to nurture leads in a way that’s not “spammy”.
Providing some form of lead-scoring and intent signals streamlines lead qualification for advertisers and encourages them to reach out to the contacts showing extended interest and intent.
If they have the data at their fingertips to separate the tire kickers from the true leads, then they will be more likely to only reach out to truly qualified leads and can provide them with specific relevant information that adds value to the subscriber.
Lead generation is the #1 goal for advertisers, but publishers need to make sure they’re balancing lead generation with subscriber privacy and satisfaction.
One of the most frequently overlooked aspects of data sharing is controlling what happens to the data after it is passed to an advertiser. Most publishers will agree that they don’t want their advertisers to turn around and spam their subscribers with emails and phone calls – but what can they do to prevent that?
If you’re able to provide leads to your advertisers in a platform with built-in data locks that publishers can manage to restrict the export of certain data sets. The benefit of locking mass export of data is to encourage advertisers to follow a more targeted account-based approach to lead follow-up instead of sending mass email campaigns.
As the world of tracking and cookies evolves, so must digital advertising. Publishers are in a prime spot to start providing clients with second-party intent data and lead generation. The publishers that choose to embrace this digital transformation can position themselves as leaders in the data industry while still maintaining their reputation as valuable news sources.
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