Publishers and Media has a special position in society. They are an integral part of any democracy and operate under journalistic standards that ensure both quality and a critical view in reporting the news to the public. That is why it is important that as a publisher or media you need to transparently explain what you do and how you do it. So that you can maintain the public trust and ensure that online users can feel secure in sharing their information with you.
Summary of article
This article highlights the different types of first-party data collected by media houses, including subscription details, transactional records, content engagement, browser activities, and user login credentials. Additionally, the piece details the Samhub for Media platform's capabilities in data management and customer data processing to create high-quality, high reach, segmented audiences for monetization by publishers and media.
Samhub’s services include contextual and demographic data enrichment and privacy-focused audience sharing mechanisms that omit personally identifiable information. The platform employs a "Data Waterfall Method" to progressively refine audience data based on user interaction levels, from anonymous visitors to identified users, ensuring data privacy and maximizing advertising potential.
Publisher First-Party Data
For any media house the data sources that can be considered as first party data are (but not limited to):
Subscription data
Subscription type
Subscription loyalty
Subscription frequency
Subscription channels
Transactional data
Payment method
Payment amount
Payment information
Contact information
Name
Address
E-mail
Phone number
Content data
Text masses
Article classifications
Content creator
Browser data
Browser settings
Browser URL:s visited
Referral URL:s
Cookie information (3rd party, 1st party)
Geographical signals (long./lat., IP-address, etc.)
Login data
User name
E-mail
Phone number
Name
Address
Samhub for Media Platform
The Samhub for Media platform consists of several different services in order to collect, enrich and segment the online users to create high quality audiences with good reach.
DMP-service: The Samhub Data Management Platform collects and segments online data and exposes them to other platforms for audience monetisation.
CDP-service: The Samhub Customer Data Platform ensures that publishers and media can leverage their most valuable user information into their audience offer - the logged in and verified user information.
Contextual Data Enrichment: included in the Samhub platform is a contextual analysis service that classifies the online content so that our customers can target contextually and build first party user behaviour audiences.
Anonymous Census Enrichment: included in the Samhub platform is also enrichment with population census data on anonymous users. This creates audiences that are in high demand with advertisers; income-, family-, housing-, car ownership- and many other audiences.
Identified Census Enrichment: For publishers that use our CDP-service we can also offer data enrichment based on verified public and private data sources.
Audience Monetisation: the Samhub-platform aims to maximise the data opportunities for publishers and media by ensuring integration to the owned and operated systems of any publisher. It also facilitates integrity safe methods of sharing first party audience data without exposing personally identifiable information (PII). This is especially useful if you work with 3rd party ad networks.
The Samhub Audience Methodology
The Samhub for Media platform ensures both reach and quality in the audience data by leveraging both first-time anonymous visits and verified login data.
This is what we call the "Samhub Data Waterfall Method".
This means that we are constantly are working to improve the audience data with the information we have at hand on teh publisher website. And we only do this if consent has been given to the publisher.
Step 1 - First-time anonymous Users
If a user as no identifier from a previous visit we have to make low-level confidence assumptions about the visitor. The targeting options for this visit are:
Contextual Targeting - IAB classified page view targeting based on a single page view that has been classified by our contextual analysis.
Geographical data - Single observation geographical targeting.
Geographical enrichment - Single observation geographical data matching.
This is the data with the highest reach but the lowest accuracy.
Step 2 - Anonymous User with 1st Party Data History
If we have some information based on previous visits or that we are able to create during a user session we can make some more accurate assumptions.
User IAB 1st party interest - a history of contextual visits on the website that can indicate a higher interest for certain topics.
Geographical history data - we can analyse the geographical information to more accurately match the user to our census data with our machine learning algorithms.
Geographical enrichment - Multi observation geographical data matching.
This is information with a high to moderate reach and a low to moderate accuracy.
Step 3 - Anonymous Users with Login Information
If you as a publisher or media use our CDP-service you can push both a identified and anonymous user information to the Samhub platform. The anonymous user information you can push to the service are:
Gender
Year of birth
Home zip code
This is information with a high to moderate reach and a low to moderate accuracy.
Step 4 - Identified Users with Login Information
If you choose to push identified information to our CDP we are able to build a significantly longer user history on the logge dn users. In the Samhub CDP we never keep the information in clear text. It is always the publisher that holds the clear text identification information, we only hold pseudonymized one-way encrypted information about the users. This is called "Privacy by Design" and is a recommended practice in the data legislation.
Identified information we process:
E-mail
Phone number
Personal Identification Number
Address
Zip code
City
Country
With this information we can match the users to verified household information such as:
Income
Housing
Family
Car ownership
Children in household
This is information with a low to moderate reach and a high accuracy.
Aggregating Information into Audiences
In the Samhub platform we aggregate all the information into audiences, effectively anonymizing the data that will be exposed publicly.
This means that every audience can contain all different levels of accuracy. It also gives publishers control over the data quality you want to create and align it with your own respective privacy and integrity policies.
Sharing Audience Information with Third-parties
An important aspect of Samhub for Media is that we can facilitate a unified audience taxonomy across networks without intrusive tracking. But we also make it possible to share audience data with third parties such as ad networks without sharing personal information with them. This is what we call our ID-free Audience Export.