First-Party Data

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A2: First-Party Data Guide

As the digital advertising environment rapidly evolves, the importance of first-party data continues to grow.
Particularly in retail media, the ability to implement sophisticated targeting and personalized advertising by utilizing customer and product data directly collected by retailers is becoming a key advantage.
The industry emphasizes that the main driver of retail media growth lies in targeting purchase intent moments based on first-party data. Reference
Moreover, with the phasing out of third-party cookies, advertising models centered on first-party data are gaining more attention, and retailers are focusing on developing customized advertising campaigns using their own data.

A2 provides a platform that organically utilizes first-party data throughout advertising operations in line with these environmental changes. Advertisers can easily use the following three first-party data integration features through A2:

• Audience Data Integration: Creating segmented user groups based on customer attributes and interests
• Catalog Item Integration: Converting product information into ad creatives automatically to improve operational efficiency
• User Activity Log Integration: Conversion-focused targeting and automatic bid optimization based on actual behavioral data

The A2 platform combines these three types of data to achieve performance-driven advertising beyond simple impression-based advertising.

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👥 Audience Data Integration: The Beginning of Precise Targeting

Audience targeting means defining specific user groups and displaying ads to them at appropriate times for successful advertising campaigns.

The A2 platform supports the integration of first-party audience data collected directly by advertisers. Advertisers can define audiences based on various attributes such as age, gender, and interests, organize them into segments, and link them to desired campaigns. It also provides APIs for efficiently managing audiences by easily processing and uploading bulk data.

By default, A2 analyzes campaign objectives and user data through machine learning algorithms to automatically identify potential customers predicted to perform well. Additionally, advertisers can use Advanced Targeting features to directly select specific segments or create custom audience groups by combining user attributes and values.

Advanced targeting is particularly effective when precise campaign strategy development is needed, or when targeting specific user groups that require detailed adjustments.

For detailed information about audience registration and segment configuration, please refer to:
Go to Audience Targeting Guide

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🛒 Catalog Item Integration: Converting Product Information into Ad Assets

A2 provides functionality to integrate retailers’ product catalog data as first-party assets, making it easy to use them as advertising materials. This feature can dramatically reduce the ad registration process by quickly and easily reflecting product information in campaigns.

Using integrated catalogs offers the following benefits:

• Real-time Product Information Integration
  Automatically sync retailers’ product information to A2, ensuring that the latest data on inventory, pricing, and product descriptions is always reflected in ads. This allows customers to access reliable ad information while reducing the update burden on ad operators.

• Easy Native Ad Creation
  Register integrated catalog items as ad creatives (native type) with one click, supporting efficient ad setup without the need for additional image uploads or data entry.

• Natural Ad Display Similar to Regular Products
  Ad creatives are integrated with actual retail product data, appearing naturally like regular products in the shopping mall. User experience is enhanced by maintaining consistency in product images, prices, reviews, and other information.

• Maximized Advertising Operation Efficiency
  Advertisers can easily create multiple product ads using pre-registered catalogs, reducing campaign setup time and minimizing errors.

For detailed information about catalog item integration, please refer to:
Go to Catalog Item Integration Guide(TBW)

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📊 User Activity Log Integration: Conversion-Focused Performance Optimization

A2 supports the integration of User Activity Logs separate from ad logs to precisely measure advertising performance and automatically optimize targeting and bidding strategies.

Ad Log is essential for tracking and optimizing the performance of advertisements. In contrast, user activity logs collect actual behavioral data such as searches, product views, cart additions, and purchases performed by customers on websites or apps, and can be obtained for all users regardless of ad clicks.

Integrating this first-party user data with A2 offers the following benefits:

• Accurate Conversion Tracking
  Precisely evaluate campaign performance by directly tracking whether conversions occurred after ad clicks.
• Enhanced Personalized Targeting
  Enable more sophisticated personalized advertising based on actual behavior, such as categories of interest, recently viewed products, and search terms.
• Strengthened Behavior-Based Retargeting
  Flexibly configure retargeting strategies based on various conditions, such as users who added items to cart but abandoned, or users who repeatedly viewed specific brands.
• Automated Learning and Optimization of Conversion Models
  A2 prioritizes targeting users with high conversion potential and automatically adjusts bidding strategies in real-time based on collected behavioral data.

The main types of user activity events supported by A2 are:

Event types can be customized according to customer requirements.
e.g., FAVORITE_ADD, REVIEW_SUBMIT, LIKE_CLICK, etc.

For detailed information about user activity log integration, please refer to:
Go to User Activity Log Integration Guide(TBW)

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Conclusion

A2 is an integrated first-party data advertising platform centered on audience information, product data, and user activity logs. Through this integrated structure, advertisers can expect the following benefits:

• Accurate target setting and detailed segment configuration
• Fast and natural ad creative production based on product information
• Conversion-focused automatic bid optimization based on behavioral data
• Development of sustainable advertising strategies without third-party cookies

By integrating first-party data with A2, you can achieve both higher advertising revenue and customer satisfaction.
Start data integration now and experience A2’s flexible and precise first-party based advertising operations.