Using first-party shopper data to power programmatic advertising campaigns has become an increasingly popular approach for brands today. With the advent of platforms like Amazon Advertising, businesses can make use of first-party data to create more efficient and successful campaigns. In this blog post, we will investigate the advantages of using first-party shopper data in programmatic advertising and examine how it can be employed to augment the performance of a brand’s programmatic campaigns.

What is first-party shopper data and why is it beneficial?
First-party shopper data is data that is gathered by a company or retailer directly from their customers, which can be achieved through multiple avenues such as e-commerce sites, mobile applications, loyalty programs, and in-store purchases. This data includes customer demographics, buying history, product preferences, user behavioral data, and other pertinent information that can be used to understand consumer behavior and interests.

The advantage of first-party shopper data lies in its accuracy and relevance. Unlike third-party ad targeting which relies on generalized consumer data, first-party data supplies brands with exact and customized insights into their customers’ habits. This data can be leveraged to tailor programmatic advertising campaigns to each consumer’s needs and interests, raising the likelihood of conversion. For this reason, first-party data targeting has become an indispensable tool for brands aiming to enhance their programmatic advertising campaigns.

The advantages of utilizing first-party data for programmatic advertising.
The use of behavioral data from first-party sources is essential for success in today’s digital advertising sector. By utilizing first-party data in programmatic advertising, advertisers can build more targeted and personalized campaigns, resulting in greater engagement, more conversions, and higher ROI. Advertisers looking to capitalize on first-party shopper data can make use of data sources like Amazon which owns an abundance of retail and customer data, and it is now making these insights available to companies that would otherwise not normally use its services to distribute their products. Businesses that make use of this distinctive first-party shopper data with their programmatic advertising discover it to be an extremely effective method of reaching their desired audience and attaining their marketing goals.

Examples of successful programmatic advertising campaigns using first-party data.
One example of a programmatic advertising campaign that utilized first-party data is that of a health brand that specializes in innovative functional nutrition and life sciences. To drive engagement and conversions across the funnel, the brand employed Amazon DSP. To optimize their digital media budgets through Amazon DSP, the brand incorporated Amazon Marketing Cloud (AMC) Audiences to develop customized audiences based on first-party shopper data. By taking advantage of user behavioral data and third-party ad targeting, the campaign was able to target highly applicable audiences with individualized messaging and deals. The multifaceted advertising approach involved display ads, and streaming tv ads, all of which were targeted on the basis of Amazon behavioral shopping data. As a result, the campaign managed to prompt a significant growth in engagement and conversions, providing an impressive ROI for the brand.

Using first-party shopper data for programmatic advertising can provide numerous advantages for brands. Nevertheless, a few challenges and considerations should be kept in mind when leveraging this strategy. Firstly, the accuracy and completeness of the data should be verified. Additionally, data security and privacy protocols must be established to comply with relevant regulations. Lastly, it is crucial to collaborate with an experienced programmatic media buying team to guarantee success. They can identify data, deploy research, analyze, and provide insight that can aid in optimizing campaigns. Therefore, by considering these elements and partnering with professionals with the most up-to-date technology, first-party data can help maximize a brand’s advertising campaigns.