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Media Briefing: Publishers are polling site visitors for first-party data

Digiday 10 Jun 2021 04:01
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first party data
June 10, 2021 by Tim Peterson

In this week’s Media Briefing, senior editor of research and features Max Willens looks at how publishers are using polls to solicit site visitors for information to fill their first-party databases.

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Can I have your data?

A growing number of publishers are trying to help solve their first-party data problems by literally asking as many questions as possible. 

At any given time, Group Nine Media — the publisher that operates the Dodo, Thrillist and NowThis — is running 10 to 15 brand lift studies, two or three different site-specific single-question surveys at the foot of its articles, as well as a handful of larger research projects that typically run a couple dozen questions. While some of the research is done in partnership with Group Nine’s advertisers, most of it is done so that Group Nine can enrich the picture it has of its audience, both for future ad sales opportunities as well as content development and distribution strategy.  

Different publishers have spent years relying on their readers for consumer insights. Magazine publishers such as Condé Nast have had big panels for decades. But the events of last year ramped many publishers’ research efforts up considerably, both because of the coming cookie changes and because advertisers were suddenly ravenously hungry for consumer insights, as the pandemic, then racial justice protests, then the election scrambled consumer sentiments and behavior. 

The interview has been edited for length and clarity. — Sara Guaglione

Read more about publisher educational programs here.

Learn more about Vox Media’s vision for its podcast network here.

Read more about Thrillist’s new LGBTQ+ travel vertical here.

Learn more about Pinterest’s new commerce strategy here.

Read more about publishers’ attitudes toward social media platforms here.

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