{"id":11488,"date":"2022-12-07T11:01:39","date_gmt":"2022-12-07T18:01:39","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=11488"},"modified":"2023-06-06T18:56:58","modified_gmt":"2023-06-07T01:56:58","slug":"third-party-cookies-giving-you-a-headache-tegna-audienceone-relieves-common-targeting-pain-points-in-marketing-and-advertising-campaigns-using-first-party-data","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/third-party-cookies-giving-you-a-headache-tegna-audienceone-relieves-common-targeting-pain-points-in-marketing-and-advertising-campaigns-using-first-party-data\/","title":{"rendered":"Third-Party Cookies Giving You a Headache? TEGNA AudienceOne Relieves Common Targeting Pain Points in Marketing and Advertising Campaigns Using First-Party Data"},"content":{"rendered":"

In February 2020, when Google announced it would be deprecating third-party cookies, the move to begin future-proofing marketing and ad campaigns began. The move signaled the shift in brands starting to collect and use first-party data.<\/span>\u00a0<\/span><\/p>\n

What is First-Party Data?\u00a0<\/span><\/b>\u00a0<\/span><\/h3>\n

This unique data set is collected by a brand from its customers, with consent, from activity on its website, apps, emails, and loyalty programs. The types of data collected can include demographic or location information, such as age and marital status, where you live or work, as well as your interest in specific products or content the brand offers.\u00a0<\/span>\u00a0<\/span><\/p>\n

With this owned data, brands can better provide their customers with a personalized experience, leading to better business outcomes. In fact, <\/span>Think With Google<\/span><\/a> found that advertisers using first-party data for key marketing functions see up to a 2.9x revenue uplift and a 1.5x increase in cost savings.\u00a0<\/span>\u00a0<\/span><\/p>\n

What is TEGNA AudienceOne?<\/span><\/b>\u00a0<\/span><\/h3>\n

Launched in 2022, <\/span>TEGNA AudienceOne <\/span><\/i>is one of the only first-party targeting solutions in the local media landscape. It allows our partners to make meaningful connections with high-value customers reaching target audiences across TEGNA’s Local Broadcast Websites and Mobile Apps, <\/a>as well as our OTT streaming apps. Targeting can be based on household demographics, contextual behaviors, and buying behaviors and can be used in conjunction with our digital solutions, including Audience Targeting, Geofencing, Retargeting, and Conversion Tracking.<\/span>\u00a0<\/span><\/p>\n

Why Use <\/span><\/b>TEGNA AudienceOne<\/span><\/i><\/b>?\u00a0<\/span><\/b>\u00a0<\/span><\/h3>\n

For brands of all shapes and sizes, <\/span>TEGNA AudienceOne <\/span><\/i>offers a brand-safe<\/a>, fraud-free audience targeting solution utilizing first-party data sourced in a privacy-compliant way. It also solves several other pain points on top of the depreciation of third-party cookies, including:\u00a0<\/span>\u00a0<\/span><\/p>\n

Pain Point:<\/span><\/b> Advertisers put their brand at risk when they invest with publishers that aren’t laser-focused on brand safety. In today’s world, a brand’s bottom line could suffer tremendously if they are seen supporting misinformed and potentially harmful content.\u200b<\/span>\u00a0<\/span><\/p>\n