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Inside The New York Times’ first-party data play

Digiday 17 Jul 2020 04:01
July 17, 2020 by Lucinda Southern

Publishers declaring they will swear off third-party data is pretty common these days.

In May, The New York Times announced it was phasing out the use of third-party data for audience targeting in its direct buys by 2021, a year ahead of Google’s cut off for third-party cookie use within Chrome. 

Over the last year, The Times has built 45 new proprietary first-party audience segments for clients to target ads. Those segments are broken up into 6 categories: age, income, business, demographics and interest. By the end of the year, it will introduce 30 more segments. At the beginning of July, it started running campaigns using these segments. A team of a dozen people is working on the project, although more are involved.

Sasha Heroy, senior director, ad products and platforms, joined Digiday Publishing Summit Europe Live to discuss the steps and progress in the publisher’s first-party data strategy. The below has been edited and condensed. 

What prompted the announcement in May?

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Sasha HeroyThe TimesEuropeGoogle
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