Nowadays with the rise of privacy awareness and issues, many countries have formulated relevant regulations such as GDPR and CPRA. Google and APPLE are to prohibit advertisers from arbitrarily collecting third-party cookies or Device IDs, which is undoubtedly a major impact for long-term digital marketing advertisers. Audience analysis and ad optimization will become increasingly difficult because of the inability to collect third-party cookies or cross-site marketing. For advertisers, the huge amount of third-party data has become scarce, and it is imperative to seek other MarTech solutions.

First-party cross-site interactive data application platform in Taiwan

Considering the purpose of interaction between users and the website in digital marketing, users actually want to find information they are interested in. This kind of data is the first-party data for the website and it not only conforms to privacy regulations but also is not affected by the disappearance of third-party cookies. Therefore, if we have a broad grasp of these browsing footprints, we can understand the users’ needs. We call this data Content Engagement Data.

Content Engagement Data Platform (briefly CEDP) is the first first-party cross-site interactive data application platform in Taiwan, which controls the footprints of a large number of users browsing the website, and has its own advertising delivery technology. It is a digital marketing solution that combines first-party data and first-party network websites.

Operation process of first-party data solution

CEDP will embed the 1st Party Tracker in the first-party website, concatenate user cookies and collect interactive data. Therefore, CEDP can know users’ long-term and short-term attention in issues, so as to analyze and classify these audiences and obtain crowd packs after cross-comparison of various conditions.

Because CEDP covers a wide range of content, it is easy to find an audience pack for the right advertiser. These audience packs are then used for first-party programmatic advertising buy through DSP, and then returned to the original first-party website to reach this group of potential audiences.

CEDP Network vs Other Networks

CEDP compares the audience by embedding the first-party tracking code in TNL Media Group’s websites and using comparison technology such as member information, digital fingerprints, etc. Therefore, cross-site marketing can be achieved. The audience on the A website can be found on the B website.

Different from the other networks in general that collect users’ third-party cookies and thus cannot achieve cross-site marketing, and that the data collected is mostly the behavior of clicking advertisements and thus the insight into users is relatively limited, the audience data collected by CEDP is not only in-depth but also reliable.

CEDP Platform Operation

CEDP collects massive monthly browsing footprints from first-party websites, accumulating more than 16 million users and 100 million browsing footprints. Therefore, it can filter out detailed dimensions and calculate suitable audience pack combinations for advertisers to use.

● CEDP Platform Operation

Objective side: date range, country, website, device type

Preferences: Article Type, Article Tags, Article Title, Article Author

In depth: Visit Period, Number of Articles Read, Average Percentage of Page Views, Interaction

● CEDP operation screenshots:

CEDP introduction & case sharing