First-Party data work-around hides personal data from advertisers
Google developers are devising ways content publishers can play in ad auctions with their first-party data yet keep consumers’ underlying personal data hidden from Google and other data brokers and analysts.
“Publisher Provided Identifiers” (PPIDs) reveal consumer interests, qualifications, and behaviors without providing specific customer information, according to Google.
The new PPID functionality responds to Google’s pledge to eliminate third-party-cookie tracking and Apple’s more restrictive opt-in policies for its Apple IDFA (Identifier for Advertisers). IDFAs are similar to third-party cookies shared with advertisers.
The coming loss of third-party data has been driving businesses to build more robust customer databases based on their own customers’ information – so-called first party data. That would mean businesses must build marketing and communications on existing customers and content and not on Google ad auctions or other ad markets. New-customer acquisition is shifting to creating compelling content to attract customers through web searches rather than drive lead development through massive stalking and creepy digital campaigns.
In early November, Google announced the new functionality that enables publishers to share PPIDs into Google’s programmatic demand auctions. These auctions allow advertisers to bid on certain types of customer segments, ad frequencies, and ad reach to deliver ads.
PPIDs are touted as a way to keep audience targeting viable without divulging specific customer information and sidesteping increasingly restrictive privacy directives.
A PPID is a unique identifier assigned to individual users by a content publisher typically based on user-submitted information and profiles plus web-behavior patterns. The identifier is tied to logged-in user or customer profiles, and profile attributes can be shared with advertisers without sharing underlying personal information.
Publishers build custom data sets based on the user-provided information, such as interests and household income. Publishers include these values in ad requests to match audience segments to the customer-types that advertisers are trying to reach.
The PPID helps control how often a user sees an ad so advertisers don’t waste budgets or annoy customers, yet helps direct ads more narrowly to specific consumer interests and qualifications.
Addicted to data, Google and other platforms are troubled about losing information cold turkey. Google has extended the death of third-party cookies twice. It will continue to be a delicate dance between business, government, and consumers.