With third-party cookies on the way out, the value of first-party data is growing ever stronger. Our latest Better Future Series white paper dives into the topic
Many modern marketers have vast access to petabytes of data allowing them to better understand trends, segments, and consumer behaviour; to deliver more tailored and meaningful messages to customers; and to measure effectiveness at multiple points along the customer journey.
These marketers have gained an advantage from the absence of third-party cookies as they have their own data to use, whereas other marketers without the same resources will find creating advertisements as relevant and effective as those other companies with access to their own first-party data more difficult.
There is no question that we have arrived at another critical juncture when it comes to the publisher’s role within the digital advertising space. A space where first-party data is the most valuable asset anyone can have. However, publishers are only now starting to see that data extraction represents a significant hidden expense.
This brings us to the purpose of this paper which provides an investigation into the scale of this challenge while also identifying strategic approaches to ensuring premium publishers remain in control of their prime assets.