{"id":29952,"date":"2021-03-25T11:19:27","date_gmt":"2021-03-25T16:19:27","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=29952"},"modified":"2022-06-06T09:26:54","modified_gmt":"2022-06-06T14:26:54","slug":"grow-me-and-first-party-data","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/grow-me-and-first-party-data\/","title":{"rendered":"Grow and First-Party Data: Everything You Need to Know"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Grow<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">Grow and First-Party Data: Everything You Need to Know<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Eric Hochberger<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2021-03-25T11:19:27-05:00\">March 25, 2021<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\n<p>By now, this should be a familiar refrain:<\/p>\n\n\n\n<p><a href=\"https:\/\/www.mediavine.com\/google-chrome-to-phase-out-third-party-cookies-as-privacy-concerns-reshape-ecosystem\/\">Third-party cookies<\/a> are going away, and taking with them most of our industry&#8217;s ability to personalize ads and measure performance.<\/p>\n\n\n\n<p>The million dollar question: What do we do about it?<\/p>\n\n\n\n\n\n<p>In preparation for a world without third-party cookies, Google and other industry players are working on a two-pronged solution involving their <a href=\"https:\/\/www.mediavine.com\/google-doubles-down-on-privacy-sandbox-and-first-party-data-thats-a-good-thing\/\">Privacy Sandbox<\/a> and first-party data.<\/p>\n\n\n\n<p>The Privacy Sandbox offers a series of tools to provide advertisers with some of the targeting they need such as interest group targeting via <a href=\"https:\/\/www.mediavine.com\/privacy-sandbox-floc-testing-to-begin-soon\/\">FLoC<\/a>.<\/p>\n\n\n\n<p>But it won\u2019t be the same. The Privacy Sandbox won\u2019t allow retargeting and advertising based on the user, with information like demographics, as is the case right now.<\/p>\n\n\n\n<p>Also, the Privacy Sandbox has only been adopted by Chrome thus far, which doesn\u2019t help with audiences using Firefox, Safari or other browsers.<\/p>\n\n\n\n<p>And the Privacy Sandbox is only part of the solution, as Google and Mediavine are well aware. In order to boost revenue on non-Chrome browsers and deliver advertisers the potential value they need, we need to go deeper. Case in point:<\/p>\n\n\n\n<p>In every blog post regarding the end of third-party cookies and the future of <a href=\"https:\/\/www.mediavine.com\/what-is-programmatic-advertising\/\">programmatic advertising<\/a>, Google talks about first-party relationships.<\/p>\n\n\n\n<p>These relationships (also referred to as first-party data) are the key to emerging from such a seismic, industry-wide shift with more revenue, not less.<\/p>\n\n\n\n<p>Below, we\u2019ll explore what first-party data is, how to build it, why authenticated traffic is crucial and perhaps most importantly, how there\u2019s power in numbers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-first-party-data\">What is First-Party Data?<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.mediavine.com\/grow-me-first-party-data-and-the-future-of-advertising\/\">First-party data<\/a> is information the publisher (your website) provides to advertisers about a reader, rather than the advertiser relying on third-party data via cookies.<\/p>\n\n\n\n<p>A publisher can collect this data in a number of ways, such as requiring readers to log in and create a profile, gathering information via surveys or even providing information simply based on contextual signals such as the pages a reader has been browsing.<\/p>\n\n\n\n<p>First-party data can be a lot of things, but the key point is that the publisher is collecting and providing targeting signals to buyers, rather than the buyers bringing their own.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"597\" height=\"1024\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-597x1024.jpg\" alt=\"the path of first party data vs third party data\" class=\"wp-image-29995\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-597x1024.jpg 597w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-187x320.jpg 187w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-768x1317.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-896x1536.jpg 896w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-1194x2048.jpg 1194w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-1170x2007.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-375x643.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-800x1372.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-216x370.jpg 216w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-134x229.jpg 134w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-109x187.jpg 109w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-195x335.jpg 195w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-202x347.jpg 202w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-303x520.jpg 303w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-373x640.jpg 373w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-448x768.jpg 448w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-07-1-scaled.jpg 1493w\" sizes=\"auto, (max-width: 597px) 100vw, 597px\" \/><\/figure>\n\n\n\n<p>When third-party cookies are gone, advertisers lose their ability to bring their own data. But first-party data will still exist, making it monumentally important in 2022 and beyond.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-authenticated-traffic\">What is Authenticated Traffic?<\/h2>\n\n\n\n<p>We\u2019ve talked about first-party data in the past and also about authenticated traffic. Are they one and the same? Is authenticated traffic first-party data?<\/p>\n\n\n\n<p>Authenticated traffic is traffic that you\u2019ve verified. When a reader logs in, you\u2019ve verified who that reader is, therefore the traffic is authenticated.<\/p>\n\n\n\n<p>This by itself is not first-party data, however it can be the start of first-party data.<\/p>\n\n\n\n<p>Once you get a reader to log in, you can encourage them to create a profile or fill out a survey; assign them to interest groups based on articles they read; ask them to share or bookmark; have them subscribe to your newsletter; and more. <\/p>\n\n\n\n<p>This information you build becomes valuable first-party data over time.<\/p>\n\n\n\n<p>However, even before you start collecting first-party data, there is still a very valuable way to monetize authenticated traffic.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-email-hash-based-identifiers-liveramp-ats-and-unified-id-2-0\">Email-Hash Based Identifiers: LiveRamp ATS and Unified ID 2.0<\/h2>\n\n\n\n<p>One way for publishers to step up their first-party data game significantly right away is to outsource the collection of first-party data.<\/p>\n\n\n\n<p>With solutions like <a href=\"https:\/\/www.mediavine.com\/newsroom\/mediavine-introduces-grow-me-a-publisher-led-first-party-data-solution-integrating-with-liveramps-authenticated-traffic-solution\/\">LiveRamp ATS<\/a> and <a href=\"https:\/\/www.mediavine.com\/grow-me-the-first-unified-id-2-0-active-integration\/\">Unified ID 2.0<\/a>, typically referred to as email-hash based identifiers, you\u2019re able to link logged-in readers to advertisers\u2019 first-party data.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"682\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-03-1024x682.jpg\" alt=\"email hashing graphic. An email is seen being converted into a email-hash based identifier\" class=\"wp-image-29978\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-03-1024x682.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-03-320x213.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-03-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-03-1536x1023.jpg 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-03-1170x779.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-03-375x250.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-03-800x533.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-03-555x370.jpg 555w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-03-344x229.jpg 344w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-03-281x187.jpg 281w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-03-335x223.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-03-347x231.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-03-520x346.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-03-640x426.jpg 640w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-03-150x100.jpg 150w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/First-Party-Data-and-Grow-03.jpg 1668w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>This is a great stopgap that allows advertisers to bring their own data, and it&#8217;s something that Mediavine is using to jumpstart the first-party data revolution.<\/p>\n\n\n\n<p>But it\u2019s just that: a stopgap.<\/p>\n\n\n\n<p>As publishers, we still need to be building our own data \u2014 for both authenticated readers and non-authenticated ones \u2014 which will be the bulk of traffic.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-identity-api-vs-grow\">The Identity API vs Grow<\/h2>\n\n\n\n<p>Right now, we support two solutions. You can go it alone with the <a href=\"https:\/\/www.mediavine.com\/identity-api\/\">Identity API<\/a> or join forces with other Mediavine publishers to build first-party data together through <a href=\"https:\/\/www.mediavine.com\/what-is-grow-me\/\">Grow<\/a>.<\/p>\n\n\n\n<p>Let\u2019s break down how these two solutions differ in terms of authenticated traffic, first-party data and what the heck happens with anonymous readers.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"717\" height=\"1024\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-717x1024.jpg\" alt=\"\" class=\"wp-image-35545\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-717x1024.jpg 717w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-224x320.jpg 224w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-768x1097.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-1075x1536.jpg 1075w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-1434x2048.jpg 1434w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-1170x1672.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-375x536.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-800x1143.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-259x370.jpg 259w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-160x229.jpg 160w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-131x187.jpg 131w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-234x335.jpg 234w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-243x347.jpg 243w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-364x520.jpg 364w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-448x640.jpg 448w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-538x768.jpg 538w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-672x960.jpg 672w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1-756x1080.jpg 756w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/grow-and-first-party-data-1.jpg 1500w\" sizes=\"auto, (max-width: 717px) 100vw, 717px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-authenticated-traffic-grow-gets-you-more\">Authenticated Traffic: Grow Gets You More<\/h2>\n\n\n\n<p>With either solution, Grow or Identity API, you can begin using email-based hashes for authenticated traffic and start increasing earnings right now.<\/p>\n\n\n\n<p>Both will accomplish the same goal and help you make nearly 60% more revenue from authenticated users. Again, you can do this right now. Today.<\/p>\n\n\n\n<p>We don\u2019t have to tell you that authenticated traffic is not easy to come by.<\/p>\n\n\n\n<p>Most Mediavine publishers\u2019 traffic is heavily reliant on Google Search, Pinterest, Facebook or other referral sources. While these are all great sources of traffic, those readers typically come to your website, consume one article and leave.<\/p>\n\n\n\n<p>In other words, most readers do not create logins for every site they visit once.<\/p>\n\n\n\n<p>Unfortunately, this means most publishers going on their own and using Identity API or products such as <a href=\"https:\/\/www.mediavine.com\/mediavine-slickstream-integration\/\">Slickstream<\/a> will see less than 1% of readers authenticate.<\/p>\n\n\n\n<p>Our goal with Grow is 5-10% of authenticated traffic, a significant difference.<\/p>\n\n\n\n<p>Why do we think we can help you authenticate that much?<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Grow is a Single Sign On.<\/strong> It\u2019s much simpler to convince readers to log in once, with an existing account they have for thousands of Mediavine websites, than it is to get them to register and log in with a new account every time. As Grow continues to, well, grow and becomes ubiquitous, readers will recognize it and happily log in.<\/li><li><strong>Grow provides a lot of tools.<\/strong> Grow isn\u2019t just a Single Sign On but also an entire engagement suite of tools like <a href=\"https:\/\/www.mediavine.com\/grow-me-introducing-subscribe-and-the-spotlight-widget\/\">Favorites and Subscribe<\/a> \u2014 and that\u2019s just the beginning! We\u2019re working on many more ideas that will natively integrate with your site to enhance readers\u2019 experiences and drive them to sign up and log in.<\/li><li><strong>Grow makes your site the destination.<\/strong> Building off of point #2, Grow tools are designed to help you build a relationship with readers. We\u2019re working on solutions that will drive your readers back to your site, time and again. This is already the case with Favorites and Subscribe, with more on the way.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-first-party-data-grow-exclusive\">First-Party Data: Grow Exclusive<\/h2>\n\n\n\n<p>To go beyond email hashes to build and package your own first-party data, you\u2019ll need to join the group and get on board with <a href=\"https:\/\/www.mediavine.com\/grow-me\/\">Grow<\/a>.<\/p>\n\n\n\n<p>Why? Because programmatic advertising requires scale.<\/p>\n\n\n\n<p>This is what we learned with Medavine Ad Management itself. Without hundreds of millions of impressions, we could not even join some of the ad exchanges. Without billions more, we couldn\u2019t reach the scale needed for direct advertiser relationships.<\/p>\n\n\n\n<p>Even if your site is wildly popular and has millions of readers, when it comes to authenticated traffic, you\u2019re looking at reaching maybe 1 percent of that number. If you start dividing them into segments, you\u2019re talking about hundreds of readers down from millions.<\/p>\n\n\n\n<p>Again, achieving optimal revenue from programmatic advertising requires scale in the millions and billions. Going at it on your own just isn\u2019t plausible.<\/p>\n\n\n\n<p>Once we have millions of users logged in across Mediavine sites consenting to personalized ads, collecting first-party data at the scale that advertisers need becomes viable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-non-authenticated-traffic-neither-yet\">Non-authenticated Traffic: Neither\u2026yet.<\/h2>\n\n\n\n<p>Even if you\u2019re running Grow and hitting our lofty goals, that still leaves us with the issue of how to handle the remaining 90% of your readers.<\/p>\n\n\n\n<p>How to do that is the multi-billion dollar question in our industry.<\/p>\n\n\n\n<p>One big part of the solution we mentioned before is the Privacy Sandbox, which will work whether you run Grow or not but is limited to Chrome.<\/p>\n\n\n\n<p>That still leaves the majority of our traffic. While we don\u2019t have all the answers just yet, we can assure you, as with everything else, Mediavine has big plans.<\/p>\n\n\n\n<p>We\u2019re exploring solutions using Grow\u2019s <a href=\"https:\/\/www.mediavine.com\/grow-me-recommended-content\/\">recommendation engine<\/a>, our contextual analysis and more to build first-party data even for anonymous users.<\/p>\n\n\n\n<p>It won\u2019t be an easy path, but we\u2019re confident that our multi-faceted approach will ultimately usher in a more sustainable, privacy-centric, open web.<\/p>\n\n\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/eric\/\" target=\"_self\">Eric Hochberger<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this page<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only is-content-justification-left is-layout-flex wp-container-outermost-social-sharing-is-layout-9d3a6402 wp-block-social-sharing-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--10)\"><li style=\"color: #000000; \" class=\"outermost-social-sharing-link outermost-social-sharing-link-linkedin has-base-black-color wp-block-outermost-social-sharing-link\">\n\t<a 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19.171109 7.8517969 20.000047 9.8581875 19.998047 11.992188 C 19.996047 16.396187 16.413812 19.978516 12.007812 19.978516 C 10.674812 19.977516 9.3544062 19.642812 8.1914062 19.007812 L 7.5175781 18.640625 L 6.7734375 18.816406 L 4.8046875 19.28125 L 5.2851562 17.496094 L 5.5019531 16.695312 L 5.0878906 15.976562 C 4.3898906 14.768562 4.0204844 13.387375 4.0214844 11.984375 C 4.0234844 7.582375 7.6067656 4 12.009766 4 z M 8.4765625 7.375 C 8.3095625 7.375 8.0395469 7.4375 7.8105469 7.6875 C 7.5815469 7.9365 6.9355469 8.5395781 6.9355469 9.7675781 C 6.9355469 10.995578 7.8300781 12.182609 7.9550781 12.349609 C 8.0790781 12.515609 9.68175 15.115234 12.21875 16.115234 C 14.32675 16.946234 14.754891 16.782234 15.212891 16.740234 C 15.670891 16.699234 16.690438 16.137687 16.898438 15.554688 C 17.106437 14.971687 17.106922 14.470187 17.044922 14.367188 C 16.982922 14.263188 16.816406 14.201172 16.566406 14.076172 C 16.317406 13.951172 15.090328 13.348625 14.861328 13.265625 C 14.632328 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tribe-animation-type-fade-in tribe-animation-direction-bottom is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"534\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/12\/Search-Recs-Overhaul-Featured-Image.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/12\/Search-Recs-Overhaul-Featured-Image.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/12\/Search-Recs-Overhaul-Featured-Image-320x214.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/12\/Search-Recs-Overhaul-Featured-Image-768x513.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/12\/Search-Recs-Overhaul-Featured-Image-375x250.png 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/12\/Search-Recs-Overhaul-Featured-Image-554x370.png 554w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/12\/Search-Recs-Overhaul-Featured-Image-343x229.png 343w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/12\/Search-Recs-Overhaul-Featured-Image-280x187.png 280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/12\/Search-Recs-Overhaul-Featured-Image-335x224.png 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/12\/Search-Recs-Overhaul-Featured-Image-347x232.png 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/12\/Search-Recs-Overhaul-Featured-Image-520x347.png 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/12\/Search-Recs-Overhaul-Featured-Image-640x427.png 640w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Grow<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Grow\u2019s New and Improved Search Experience<\/h3>\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Dec 5, 2022<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 Well hello there friends! It\u2019s been a while but we are back with another amazing feature update. At this point, I think we are past the \u201cget to know you stage\u201d when it comes to Grow and can jump right into the exciting announcement. Get ready for an all new way&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/grows-new-and-improved-search-experience\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Grow\u2019s New and Improved Search Experience\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"509\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/featured-image-person-holding-phone-exclusive-content.png\" class=\"attachment-large size-large\" alt=\"exclusive content shown on a phone being used by a person preparing to cook\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/featured-image-person-holding-phone-exclusive-content.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/featured-image-person-holding-phone-exclusive-content-320x204.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/featured-image-person-holding-phone-exclusive-content-768x489.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/featured-image-person-holding-phone-exclusive-content-375x239.png 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/featured-image-person-holding-phone-exclusive-content-569x362.png 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/featured-image-person-holding-phone-exclusive-content-353x225.png 353w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/featured-image-person-holding-phone-exclusive-content-288x183.png 288w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/featured-image-person-holding-phone-exclusive-content-335x213.png 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/featured-image-person-holding-phone-exclusive-content-347x221.png 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/featured-image-person-holding-phone-exclusive-content-520x331.png 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/featured-image-person-holding-phone-exclusive-content-640x407.png 640w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Grow<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Introducing Exclusive Content with Grow<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">3 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Samantha Seeley<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Apr 25, 2022<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 Welcome to another installment of \u201cHere is a new amazing Grow feature!\u201d I\u2019m your host, Product Manager Sam Seeley, here with some awesome news. Today we\u2019re launching our Exclusive Content feature for Grow! Exclusive Content is an exciting addition because we\u2019re paving the way for the latest internet experience, one that&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/exclusive-content-grow\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Introducing Exclusive Content with Grow\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"682\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2-1024x682.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2-1024x682.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2-320x213.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2-768x512.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2-1536x1023.png 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2-1170x780.png 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2-375x250.png 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2-800x533.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2-555x370.png 555w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2-344x229.png 344w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2-281x187.png 281w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2-335x223.png 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2-347x231.png 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2-520x346.png 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2-640x426.png 640w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2-960x640.png 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2-1080x720.png 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/04\/Featured-Image-Co-Branded-Sign-Up-2.png 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Grow<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Co-Branded Sign-Up For Grow<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">3 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Samantha Seeley<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Apr 13, 2022<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 Hey Grow users! How does an increase in signups sound? We\u2019re here to announce another Grow enhancement that can bring you just that: our Co-Branded Sign-Up feature! We hope (after reading this post) that you\u2019re just as excited as we are and you go straight to your Grow settings to enable&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/co-branded-sign-up-for-grow\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Co-Branded Sign-Up For Grow\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 By now, this should be a familiar refrain: Third-party cookies are going away, and taking with them most of our industry&#8217;s ability to personalize ads and measure performance. The million dollar question: What do we do about it? In preparation for a world without third-party cookies, Google and other industry players&#8230;<\/p>\n","protected":false},"author":5,"featured_media":35546,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[92,37],"tags":[],"audience_post":[],"class_list":["post-29952","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-grow-by-mediavine","category-wordpress-plugins"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Grow and First-Party Data: Everything You Need to Know - Mediavine<\/title>\n<meta name=\"description\" content=\"Mediavine&#039;s user engagement suite, Grow, helps publishers gather and implement first-party data ahead of the demise of third-party cookies\" \/>\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.mediavine.com\/blog\/grow-me-and-first-party-data\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Grow and First-Party Data: Everything You Need to Know\" \/>\n<meta property=\"og:description\" content=\"Mediavine&#039;s user engagement suite, Grow, helps publishers gather and implement first-party data ahead of the demise of third-party cookies\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/grow-me-and-first-party-data\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-25T16:19:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-06-06T14:26:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/Grow-and-first-party-data-FI.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Eric Hochberger\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavine\" \/>\n<meta name=\"twitter:site\" content=\"@mediavine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Eric Hochberger\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-and-first-party-data\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-and-first-party-data\/\"},\"author\":{\"name\":\"Eric Hochberger\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/ebd6f771035eb5c34fc588d95c5322bb\"},\"headline\":\"Grow and First-Party Data: Everything You Need to Know\",\"datePublished\":\"2021-03-25T16:19:27+00:00\",\"dateModified\":\"2022-06-06T14:26:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-and-first-party-data\/\"},\"wordCount\":1383,\"publisher\":{\"@id\":\"https:\/\/www.mediavine.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-and-first-party-data\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/03\/Grow-and-first-party-data-FI.jpg\",\"articleSection\":[\"Grow\",\"WordPress Plugins\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-and-first-party-data\/\",\"url\":\"https:\/\/www.mediavine.com\/blog\/grow-me-and-first-party-data\/\",\"name\":\"Grow and First-Party Data: Everything You Need to Know - 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