Why is First-Party Onboarding Vital?

Onboarding is the process of connecting a user record in a database with a live person on your web site or web applications. ONEcount refers to this as converting unknowns to knowns.

First-party onboarding means identifying web visitors using your own internal databases, such as your circulation, webinar registrations, e-newsletter databases, etc. Third-party onboarding means identifying people on your web site against another party’s database.

The difference between ONEcount and other, more advertiser-focused DMPs is that ONEcount excels at first-party onboarding. Why is that important? Quite simply: better results!

The largest onboarding companies in the world cookie millions and millions of users per day. They use online resources where consumers enter their personally identifiable information (PII) and e-mail partners where users click on links, amassing an identity pool of more than a billion users.

At such scale, you’d think these companies can identify 100% of your online audience. Wrong! Even the best onboard companies report ID rates maxing out at 35%. For B2B audiences, that rate drops to about 15%.

Why then, do ONEcount clients average an 70% match rate?

Relevance. By tying the audience to the sites that are most relevant to them, ONEcount provides better onboarding results for a higher percentage of audience identification than any third-party onboard platform. And if that’s not enough, we integrate with the leading third-party onboarding platforms to help boost your unknown to known conversions.

For example, a medical publisher with a database of physicians is absolutely more likely to have physicians going to its web site than a site about skiing. A publisher who has magazines about skiing is far more likely to have skiers going to its web site than to sites about scientific medical findings.

That’s why ONEcount’s onboarding process is so unique. We use relevant audience data tied to relevant content, for more knowns and higher online revenue.

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