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As the third-party cookie crumbles, publishers scramble for alternatives

Digiday 09 Oct 2019 04:01

Publishers are chasing ways to commercialize their first-party data. Their goal: Create audience identifiers that help clients target the right people at scale, without relying on third-party cookies, then expand how those audiences can be monetized.

News Corp, The Washington Post, the Guardian, Mail Online, Insider Inc. and TI Media are among the publishers actively pursuing beyond-the-cookie strategies that prioritize identifying audiences using first-party rather than third-party cookies. In some cases, that’s led to extended contextual-targeting offerings that incorporate more granular targeting around audience intents, behaviors, sentiments and interests. In others, it involves more second-party data partnerships with advertisers or selling first-party data to be used for targeting audiences outside of their own properties.

Naturally, the method and approach varies depending on the type of publisher. But their motivations are the same: To combat the loss of third-party cookies on Safari and Firefox browsers and control their audience monetization in a world in which data-privacy regulations are far tighter, and browsers like Apple Safari continue to crush workarounds to their anti-tracking policies.

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News CorpChris GuentherThe TimesUKThe Washington Post