Audience Measurement in a Privacy-First World: Mastercard’s Scott Lichtenthal
AMENIA, N.Y. – Marketers are collecting as much information as they can from customers, especially those who consent to sharing details about what they buy. This first-party data is a valuable resource that can help with measuring audiences and the ability to reach them effectively.
“There is no world where first party data is not important for measurement,” Scott Lichtenthal, senior vice president of advanced analytics products at payments giant Mastercard, said in this interview with Julian Zilberbrand on behalf of Beet.TV at the Beet Retreat Berkshires.
“We really need to be leveraging permissioned first-party data to get effective measurement,” Lichtenthal said. “You can't run an effective media strategy without effective measurement. The future of the world is first-party data.”
Cookie Status Quo
Google’s decision to stop proceeding with a plan to get rid of tracking cookies in its popular Chrome browser won’t have a major effect on Mastercard, Lichtenthal said.
“It has more impact on my milk consumption than it does my business,” he said. “The future is still a cookie-less society, but now it's a matter of how cookies become part of that cookie-less society and how we take the time to actually evolve on that path makes sense.”
Geotargeting, or reaching consumers based on their physical location, is an important strategy for marketers, especially when it’s done with privacy protections in place.
“Geography tells you a ton about an individual, a small business not only knowing where that individual is today but where they've been in the past and where they plan going in the future,” Lichtenthal said. “Geography is really important because it's about not only understanding that individual but understand that community that the individual is part of and really to effectively target and measure for that individual.”
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