{"id":16679,"date":"2020-07-28T15:20:20","date_gmt":"2020-07-28T09:50:20","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=16679"},"modified":"2022-08-31T16:07:52","modified_gmt":"2022-08-31T10:37:52","slug":"scaling-first-party-data-with-josh-peters-buzzfeed-director-of-data-partnerships","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/scaling-first-party-data-with-josh-peters-buzzfeed-director-of-data-partnerships\/","title":{"rendered":"Scaling First-Party Data with Josh Peters, BuzzFeed&#8217;s Director of Data Partnerships","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>Change might be the only constant when it comes to digital advertising. The industry is now embracing newer methods of tracking user data for serving ads. Publishers are shifting focus towards their most valuable resource: <strong>first party data<\/strong>. To understand how leading publishers are adapting to this change, we conducted a webinar with Josh Peters, Director of Data Partnerships at BuzzFeed.<\/p>\n\n\n\n<p>First-party data is user information that is collected from the source domain. With privacy laws such as the <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/gdpr-explainer-an-essential-guide-to-the-new-european-data-protection-laws\/\" target=\"_blank\">GDPR<\/a> and the <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/california-consumer-privacy-act-ccpa\/\" target=\"_blank\">CCPA<\/a> in place, publishers are now focusing on this data. The primary reason for this development is consumers feeling more secure in sharing information with brands they trust. For example, in a <a rel=\"noreferrer noopener\" href=\"https:\/\/www.emarketer.com\/content\/why-customer-data-platforms-are-hot-right-now\" target=\"_blank\">survey conducted by eMarketer<\/a>, 80.1% of the respondents were comfortable with brands using their personal information for personalized targeting.<\/p>\n\n\n\n<p><strong>Also Read<\/strong>: <a href=\"https:\/\/www.adpushup.com\/blog\/first-party-vs-third-party-cookies\/\" target=\"_blank\" rel=\"noreferrer noopener\">First-Party vs. Third-Party Cookies: What\u2019s the Difference?<\/a><\/p>\n\n\n\n<p>During the course of this webinar, Josh shed light on how BuzzFeed began scaling their first-party data collection by <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/audience-segmentation\/\" target=\"_blank\">audience segmentation<\/a>, analysis, and <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/the-best-data-management-platform\/\" target=\"_blank\">finding the right data management platform<\/a> (DMP).<\/p>\n\n\n\n<p>For two years, Josh and his team started analyzing audience data from lost deals. They tried to find any addressable trends that had potential for growth. These were related to:<\/p>\n\n\n\n<ul><li>Ingestion of client data<\/li><li>Ingestion of data from second and third parties<\/li><li>Data exporting abilities<\/li><li>Campaign analysis<\/li><li>Customization of data offering for clients<\/li><\/ul>\n\n\n\n<p>Following this, Josh and his team conducted discussions with the tech team to review the data management process at BuzzFeed.&nbsp;<\/p>\n\n\n\n<p>They found out that <strong>the biggest hurdle was DMP management<\/strong>. In order to find the right platform for managing and scaling audience data, BuzzFeed conducted a lengthy process of interviewing and scoring various DMPs and even <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-a-customer-data-platform-should-publishers-invest-in-it\/\" target=\"_blank\">Customer Data Platforms<\/a>. And that has been the deciding factor for them to scale their revenue using first-party data management.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"https:\/\/resources.adpushup.com\/publisher-first-party-data?utm_medium=inbound&amp;utm_source=blog&amp;utm_campaign=posts\"><img loading=\"lazy\" width=\"800\" height=\"500\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/07\/WebinarScreenShot.jpg\" alt=\"\" class=\"wp-image-16717\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/07\/WebinarScreenShot.jpg 800w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/07\/WebinarScreenShot-300x188.jpg 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/07\/WebinarScreenShot-768x480.jpg 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/07\/WebinarScreenShot-150x94.jpg 150w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/figure><\/div>\n\n\n\n<p>Additionally, Josh stressed on the fact that resolving technical challenges wasn\u2019t the only significant factor. Collaboration with teams, giving them a chance to get acquainted with the new technology, and working in a cross-functional manner were other important aspects of BuzzFeed\u2019s success.&nbsp;<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/scaling-first-party-data-with-josh-peters-buzzfeed-director-of-data-partnerships\/#Important_Insights_from_the_Webinar_Polls\" >Important Insights from the Webinar Polls<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/scaling-first-party-data-with-josh-peters-buzzfeed-director-of-data-partnerships\/#Key_Takeaways\" >Key Takeaways&nbsp;<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/scaling-first-party-data-with-josh-peters-buzzfeed-director-of-data-partnerships\/#Identify_Pain_Points\" >Identify Pain Points<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/scaling-first-party-data-with-josh-peters-buzzfeed-director-of-data-partnerships\/#Analyze_Solutions\" >Analyze Solutions<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/scaling-first-party-data-with-josh-peters-buzzfeed-director-of-data-partnerships\/#Involve_In-house_Teams\" >Involve In-house Teams<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/scaling-first-party-data-with-josh-peters-buzzfeed-director-of-data-partnerships\/#Test_and_Repeat\" >Test and Repeat<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/scaling-first-party-data-with-josh-peters-buzzfeed-director-of-data-partnerships\/#Important_Questions_Asked\" >Important Questions Asked&nbsp;<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-important-insights-from-the-webinar-polls\"><span class=\"ez-toc-section\" id=\"Important_Insights_from_the_Webinar_Polls\"><\/span>Important Insights from the Webinar Polls<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul><li>61% of the participants already use audience identification and segmentation&nbsp;<\/li><li>22% of the participants hadn\u2019t delved in audience segmentation and didn\u2019t intend to<\/li><li>17% of participants were convinced from the webinar to start audience segmentation&nbsp;<\/li><li>50% of participants have still not started aligning their business goals with first-party data<\/li><li>29% of participants have actively started embracing first-party data<\/li><\/ul>\n\n\n\n<h2 id=\"h-key-takeaways\"><span class=\"ez-toc-section\" id=\"Key_Takeaways\"><\/span>Key Takeaways&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Josh had a lot of actionable insights for publishers on getting started with the first-party data model. As mentioned before, Josh and his team focused on finding the right tech for managing first-party data and making sure that all teams worked in sync to attain maximum growth. Here are key takeaways from our conversation with him:<\/p>\n\n\n\n<h3 id=\"h-identify-pain-points\"><span class=\"ez-toc-section\" id=\"Identify_Pain_Points\"><\/span>Identify Pain Points<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>He recommended that publishers should put aside some time to analyze their business and recognize the barriers that are holding them back from growing. He added that this should be a recurring step as pain points will continue emerging in a business model.&nbsp;<\/p>\n\n\n\n<h3 id=\"h-analyze-solutions\"><span class=\"ez-toc-section\" id=\"Analyze_Solutions\"><\/span>Analyze Solutions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>There isn\u2019t always a specific solution to any issue. Sometimes onboarding new tech can be the deciding factor, other times hiring new people can help improve. This is why it\u2019s important to consistently also analyze solutions for their impact.<\/p>\n\n\n\n<h3 id=\"h-involve-in-house-teams\"><span class=\"ez-toc-section\" id=\"Involve_In-house_Teams\"><\/span>Involve In-house Teams<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Josh believes that this might be the most important point that publishers should focus on. A cross-functional team always helps in gathering better insights and scaling your revenue model. The earlier the publisher involves their in-house teams or outsource important tasks, the better the results shall be. This helps in-house teams in adapting to the changes and come up with effective solutions.<\/p>\n\n\n\n<h3 id=\"h-test-and-repeat\"><span class=\"ez-toc-section\" id=\"Test_and_Repeat\"><\/span>Test and Repeat<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>If any solution is both expensive and time-consuming, it\u2019s always better to test it on a smaller scale. Once their prospective solution is tested on the small scale, they can gradually move on to implementing it company-wide. Publishers who do this experience low financial loss later.<\/p>\n\n\n\n<h2 id=\"h-important-questions-asked\"><span class=\"ez-toc-section\" id=\"Important_Questions_Asked\"><\/span>Important Questions Asked&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Towards the end of the webinar, we also had a Q&amp;A session in which our participants asked Josh a few questions on scaling<a href=\"https:\/\/www.adpushup.com\/blog\/activate-first-party-data\/\"> first-party data<\/a>. Here are the top questions according to us:<\/p>\n\n\n\n<ul><li><strong>Should publishers also be looking at Customer Data Platforms as opposed to DMPs for first-party data?&nbsp;<\/strong><\/li><\/ul>\n\n\n\n<p>Josh answered this by stating that choosing between CDPs and <a href=\"https:\/\/www.adpushup.com\/blog\/the-best-data-management-platform\/\">DMPs<\/a> is dependent on the kind of data that is being collected. For example, if publishers ask users to enter their email IDs for gated content, then using CDPs make sense. However, for publishers like BuzzFeed where content is generally free and accessible for all users, accumulated data is easily manageable by a DMP.<\/p>\n\n\n\n<ul><li><strong>What\u2019s the easiest way to collect first-party data and does it really cost a lot?<\/strong><\/li><\/ul>\n\n\n\n<p>Josh believes that the cost of collecting first-party data is relative to a publisher\u2019s expectations for scaling and the tech that they employ. Probably the most rudimentary way of doing that is by using Google Analytics which is cost-effective. But better scaling demands an expensive and customized data management solution.&nbsp;<\/p>\n\n\n\n<p>You can view the webinar recording here: <a rel=\"noreferrer noopener\" href=\"https:\/\/resources.adpushup.com\/publisher-first-party-data\/?utm_medium=inbound&amp;utm_source=blog&amp;utm_campaign=posts\" target=\"_blank\">Publisher 1st Party Data: From Striving to Thriving<\/a><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Change might be the only constant when it comes to digital advertising. The industry is now embracing newer methods of tracking user data for serving ads. Publishers are shifting focus towards their most valuable resource: first party data. To understand how leading publishers are adapting to this change, we conducted a webinar with Josh Peters,<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":16680,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6440],"tags":[10435],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>First-Party Data with Josh Peters: BuzzFeed Director of DP<\/title>\n<meta name=\"description\" content=\"We conducted a webinar with Josh Peters, Director of Data Partnerships at BuzzFeed to understand how they scaled first-party data.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/scaling-first-party-data-with-josh-peters-buzzfeed-director-of-data-partnerships\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"First-Party Data with Josh Peters: BuzzFeed Director of DP\" \/>\n<meta name=\"twitter:description\" content=\"We conducted a webinar with Josh Peters, Director of Data Partnerships at BuzzFeed to understand how they scaled first-party data.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/07\/Josh-Peters.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shubham Grover\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; 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