INCREASING IMPORTANCE OF CONSUMER PRIVACY
It is no secret that consumers are growing increasingly aware of how their data is being collected, traded, and used by companies. Legislation around the country and world has begun to advocate for these privacy concerns, so it is no wonder that the media ecosystem is scrambling to find new solutions.
As stakeholders across the media landscape contend with a heightened regulatory landscape, which is becoming more complicated by the day, as well as the impending disappearance of the third party cookie, it is becoming clear that consumer-centric approaches to data collection are the most future-proof solution available. At HyphaMetrics, that means an emphasis on high quality Zero Party Data and its ability to capture omnichannel cross-device media exposure at the individual level in a transparent and fully privacy-compliant manner.
ZERO PARTY DATA
Unlike first, second, and third party data, Zero Party Data definitively measures the exposure of consumers to media in an environment in which the consumer is fully aware of what, how, and why their data is being collected. Because of the consent inherent in this approach, it is possible to measure a wide breadth of behavioral data in a single source while fully respecting consumer privacy concerns.
Zero Party Data is the only source of understanding the whole picture of how consumers are consuming and engaging with media in their homes today.
WHAT THAT MEANS FOR MEDIA ECOSYSTEM
Each data source plays a unique role in the marketing funnel. Third party data provides an important understanding of what is happening on specific devices at a large scale. First and second party data help businesses understand how their audience, or an acquired audience, is behaving with regard to their business or owned content. All of these approaches meet top-of-funnel goals such as broad reach, basic segmentation, and household delivery. But they are unable to penetrate the lower-funnel criteria of actual person behaviors.
With the integration of Zero Party Data into existing data pipelines, the funnel will finally be complete. The person level data collected in lower-funnel initiatives is used to create individualized experiences for audiences, improve targeting and ROI on impressions, and further optimizes transactional efficiencies.
HYPHA’S UNIQUE APPROACH TO ZPD
HyphaMetrics ZPD provides the most granular understanding of who is watching what, when, and how.
We provide the only single source of omnichannel cross-device data that can provide a holistic understanding of how consumers are behaving across walled gardens. Access to this type of behavioral data that has been previously inaccessible empowers media stakeholders to see the entire picture of how time is spent across screens.
This newfound understanding can be leveraged across the media ecosystem to provide better targeted messages that connect with the right consumer at the right time in the right place. The integration of this neutral measurement is a win-win for consumers and media companies. For consumers this means more resonant media experiences that are better aligned with their interests. For media companies, this means fewer wasted impressions which leads to higher overall yield since publishers and buyers can turn to a trusted neutral source and no longer have to rely on self-reported data to qualify the appropriate value of their impressions.
By starting with consent and putting the consumer at the center of our methodology, we are able to measure the full extent of their media behaviors while simultaneously respecting their privacy and adhering to the heightening regulatory landscape. As the world continues to demand transparency from data providers, Hypha’s Zero Party Data is a future-proof solution to measurement that completes the marketing funnel.