Cases
First-party Audiences
GroupM was the first media agency to test actively with personalised FD first-party audiences. This pilot was set up with two objectives: a technical test of this targeting method and comparing the ROI for the FD target audience against the Louwman programmatic display benchmark, which covers all campaigns via the display market.
Louwman case
DownloadIt is by now common knowledge that third-party cookie support is ceasing due to privacy legislation.
The alternatives available to advertisers include contextual targeting, device graph targeting, and first-party data.
First-party data strategy
First-party data targeting is deployed for relevant reach, a suitable umfeld, and good user experience. FD Mediagroep started collecting first-party data of FD users seven years ago by requesting personally identifiable information when logging in for access to journalistic FD content.
Central Data Platform
In 2022, FD Mediagroep then built a Central Data Platform (CDP) that gives advertisers access to audiences, standardised or tailor-made, by means of linked Publisher Provided Identifiers (PPIDs). Because FD Mediagroep can reach its logged-in FD users, we can serve impressions cross-device with frequency capping. This is done only when the FD user has granted permission.
Ready for cookieless future
What is unique about this proposition is that FD Mediagroep collects detailed data within the business domain, including job profile, industry, company size, interests, and reading behaviour. These first-party audiences allow advertisers to reach the target audience efficiently and at the core, ensuring higher engagement and therefore higher effectiveness. FD Mediagroep is ready for the cookie-less era in which they continue to connect advertisers with their premium and business target audiences. Both directly and through programmatic sourcing.
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