The Programmatic Glossary
A practical glossary designed to help marketers, advertisers and ad-tech professionals understand the terminology that powers programmatic advertising
Identity & Data
First-Party Data
Information that a company collects directly from its own audience or customers, through their website, app, email sign-ups, purchases or logged-in user behaviour. It is the most valuable type of data in digital advertising because it is accurate, consented and not available to competitors.
HOW IT WORKS
Publishers and brands collect first-party data through login systems, newsletter subscriptions, purchase histories and on-site behaviour tracking. This data is used to build audience segments that can inform both direct sales (selling premium targeted packages to advertisers) and programmatic targeting (pushing segments to DSPs, Demand-Side Platforms).
EXAMPLE
A recipe website asks users to create free accounts. With two million registered users, they can now offer advertisers a segment of logged-in food enthusiasts who cook weekly: far more valuable than anonymous traffic. Their CPMs (Cost Per Mille) for logged-in inventory are three times higher than for anonymous visitors.
RELATED TERMS
Third-Party Cookie | Identity Solution | Universal ID | DMP (Data Management Platform) | Contextual Targeting
★ LIMELIGHT INSIGHT: helps publisher partners activate their first-party data through programmatic channels, increasing the value of their authenticated inventory as third-party cookies decline.
