Study: First party better than third

Turns out there could be more to first party data than many advertisers have thought. That the 'something more' include metrics for clicks, page views and time on site. According to one new study campaigns using first party data scored higher on these measurements than campaigns using third party data.

by Kristina Knight

All data is not created equally. That is the takeaway from a new Connexity study which indicates first party data is outperforming third party data. Some interesting takeaways from the report include:

• Campaigns using first party data showed 25% higher click-thru rates
• Campaigns using first party data showed 36% more time spent on-site
• Campaigns using first party data showed 8% more page views

"Data quality has a significant - and measurable - impact on your campaign results. Unless data providers collect their own data, as opposed to aggregating it from other sources, marketers may not reach the right audience," says Paul Martecchini Connexity VP Marketing. "The closer you get to the source, the better it performs."

Connexity researchers used first party segments from a brand's own website and tested performance against third party data purchased from a public exchange. Two ads were created and both used programmatic buying from inventory readily available on public exchanges.

Image via Shutterstock

Tags: advertising, Connexity, ecommerce, first party data, retail advertising advertising data, third party data