How First-Party Identity Will Rule Personalized Commerce Marketing

3 min readJul 18, 2022


first party identity

A person’s identity is vital to achieving personalization and personalized commerce marketing. It prevents brands from repeatedly targeting customers for products they have already bought or inviting them to join a loyalty program they’ve never signed up for. For example, customer Cathy may have several accounts and engage with a brand on multiple channels. A first-party identity infrastructure can resolve numerous accounts into a single unified view and prevent the need to continually invite a customer to join a loyalty program they’ve never joined.

Data onboarding for Personalized Commerce Marketing

With the correct data, you can target advertisements to a more relevant audience, increasing sales. In other words, you can measure the effectiveness of digital advertising on offline purchases. The more accurate your data, the more precise your marketing efforts can be. This approach is beneficial if you are utilizing multiple channels for marketing. Here are a few ways data onboarding can improve your marketing strategy.

First, get your offline customer’s data. This can be in the form of a username, city, email address, and even transaction status. Then, match the offline data with the online one to create a meaningful profile. Then, process that data and send targeted messages to your targeted consumer. That’s personalization. And that’s the best part: it’s free! But make sure you use data onboarding to your advantage!

Importance of first-party data

First party data is information gathered directly from consumers, like their purchase history, demographics, and interests. It is the most accurate data available, and it continues to grow as more consumers use your products and services. First party data collected via server-side tagging solutions like MagicPixel can help personalize marketing campaigns and products to the needs of your customers. When you use this data wisely, your personalized commerce marketing campaigns can result in higher conversion rates, brand affinity, and greater customer satisfaction.

In the past, digital marketers have relied on third-party cookies to track user behavior. But the new GDPR regulations and the subsequent Android and Apple iOS privacy updates are changing the way ad platforms collect and use user data. The goal is to increase the use of first party data, which will help marketers send targeted messages to customers and improve ad campaign performance. This data is more accurate and cheaper than third-party data, and it can be obtained through customer surveys, polls, and website tracking tools. Regardless of whether or not your business utilizes first-party data, it is crucial to have a solid marketing plan in place.

Need for a people-based identity strategy

To make the most of personalized commerce, financial services companies need to develop a first-party identity strategy. Consumers have multiple devices and require constant log-ins, including social media platforms. In addition, many people have mobile apps that use email or LinkedIn to log in. With people-based identity marketing, publishers can build a 360-degree view of their customers. In this article, we’ll look at how these platforms can help marketers use this technology.

With people-based marketing, marketers can use data from offline and digital channels to create a highly personalized experience. By using data from user behavior and location, marketers can deliver a consistent, personalized experience across platforms and devices. This allows marketers to target audiences based on their specific preferences and needs. The three stages of people marketing include data onboarding, audience segmentation, and data matching. The first stage is data onboarding, during which offline customer data is uploaded and matched with online digital information. The second stage involves leveraging the info for people-based marketing. Finally, data matching is a way for people with large data sets to do more precise searches and produce more efficient results.