Disqus sell people data
https://data.disqus.com/first-party-data/
First Party Data
Our core product is enabled by a piece of JavaScript that lets web audiences engage with each other and comment on content. Online publishers plug into Disqus through a self-service model. It’s installed on millions of websites in 196 countries. People create accounts to leave comments and interact with other users. Every day, Disqus sees 130 million users, of which nearly 4 million are logged into their Disqus accounts. So we see a lot of people, tons of page visits and the best and loudest conversations on the web.
When viewed from a single cookie or device, Disqus captures high-fidelity data that includes broad activities like page visits and in-depth signals like commenting, sharing and following. It’s the kind of richness you’d expect from Facebook or other social networks. Ours just happens to exist out in the wild that is the open web.
In data industry terms, a checklist for Disqus data looks like this:
What We See
We capture all this data in order to make Disqus work seamlessly for both publishers and users. Without the continuous exchange of data, using Disqus would include many more barriers, which is the last thing you want when you’re inviting people into discussion or join your community.
Completing the Picture
We also use data to enable our advertising business where first party data points provide a competitive advantage. We’ve learned a lot in this arena.
Ironically, the biggest challenges I hear marketers talk about today are technical ones. By linking multiple data sets with varying degrees of accuracy, fidelity and depth, marketers attempt to piece together a picture of who and where their audience is. It’s like putting together a puzzle with pieces from different boxes. On the open web in particular, this is messy work with tons of inefficiency.
Forrester’s recent report “The Strategic Role of Identity Resolution” underscored the opportunity for marketers that can create clearer pictures of who their audiences are. Success for them is predicated on building more integrated identity systems using higher value data sets. The old adage, “garbage in, garbage out” applies as there’s a spectrum of quality to both data itself as well as the capabilities to manage and apply it.
To that end, one of our core company goals this year is to lower the friction for how users engage with websites even further. For example, a recent feature update introduces auto-login for users who have connected their Facebook or Google profiles to Disqus. This makes it easier for publishers to capture logged-in audiences to their websites. Email is the connective tissue that helps us make this happen and is an essential ingredient to our data set.
With steps like this over the last year, we can now connect browsing, consumption and discussion activity and tie it to a social identity or full account. Today, when someone visits a page with Disqus, we can now provide a better answer to the question: how much do I know about this person? The short answer is a lot more and there’s now much more we can do with that.
To learn more, visit data.disqus.com where we’ve recently started sharing more information about our data set and the services we’ve built out around it.
The collection, linkage and application of first party identity keys within a single continuous workflow is the moonshot for today’s marketer. It’s not easy work by any means, but it’s inherently easier within one single ecosystem. And Disqus is in the unique position of operating across this stack of assets and applications with first party status. It sets us up to enable personalization on a new level where publishers can deliver differentiated content and customized experiences based on the identity keys we can connect for them.
Connecting the Dots
The Strategic Role Of Identity Resolution, Forrester
OVERVIEW OF DISQUS DATA
