Single Sign-On (SSO) can be used by companies to collect first-party data by integrating their existing subscription services into one platform, allowing them to have a unified view of user data and accurate analysis of external response data. Here’s how SSO can help with first-party data collection:
- Unified User Identity: With SSO, a user’s identifying data, known as “claims” to their identity, are stored with a separate entity called an identity provider. This means that when users access web or cloud apps through SSO, their data is collected and owned by the company, providing a single source of truth for data collection.
- Simplified Data Collection: Without SSO, users may have their own sign-ons to various apps, making data collection complicated. With SSO, the company owns all data collected through accessed apps, streamlining the data collection process.
- Accurate Analysis: SSO allows for a unified view of usage and internal segmentation of user data, enabling companies to analyze their first-party data more accurately and gain valuable insights about their audience.
To implement SSO for first-party data collection, companies can use protocols like OpenID Connect, which provides a secure and standardized way for users to authenticate and access multiple applications with a single set of credentials.
See Also:
- https://www.loginradius.com/blog/growth/publishers-start-using-single-sign-on/
- https://blog.hubspot.com/website/sso
- https://zeotap.com/8-best-strategies-for-first-party-data-collection/
- https://www.onetrust.com/blog/the-ultimate-guide-to-first-party-data/
- https://www.onetrust.com/resources/first-party-data-ebook/
- https://devforum.okta.com/t/using-openid-connect-for-first-party-sso/10970
