How to Use First Party Data in Advertising
Since the ICO has launched its investigations into Ad Tech in 2019 it was clear that there would need to be changes in the way that personal data was used to help advertisers engage with their customers and prospects.
The reliance by some Ad Tech vendors on collecting third party cookie data and profiling that information into segments to target advertising was considered to be intrusive and excessive.
But how should advertisers address their target audience? What can they do to identify their target market and deliver relevant tailored messages?
Tune in as we discuss the best strategies for building and using first party databases. We’ll delve into:
- How do you develop a coherent value exchange for your customers and prospects which makes it worthwhile to share data?
- How much data do you really need to collect?
- How do you ensure that your data collection is ethical and compliant?
- How can you use first party data to address new prospects and engage with existing customers?
Panel
Fedelma Good, Director, PwC, and lead for its cookies, adtech and marketing privacy support delivery within the Data Protection practice, facilitates what we expect to be a fascinating discussion between:
Jamie Barnard, Unilever’s General Counsel - Global Marketing, Media & eCommerce, Chair @WFA Data Ethics Board | Chair @ISBA Data and Ethics Group and author of the WFA’s paper, Data Ethics: the Rise of Morality in Technology
Damon Reeve, CEO, The Ozone Project, the UK’s news-brands owned advertising platform, created from a desire by publishers to champion transparency, open discourse and quality journalism in a digital world.
Julia Porter, Partner, The Data Protection Network
If you are involved in any aspect of the strategy or management of your brand’s digital advertising, your customer data or managing relationships with the digital supply chain, this webinar is for you.
We have brought together some of the UK’s leading practitioners and experts, to share their knowledge and discuss how advertisers and publishers will be managing data in a new customer-centric way in the future.
We recommend attendance by all team members for this short webinar designed to help ISBA members think in innovative ways about shaping their forward data strategies.
To register, email Elvira Bagge