Gannett prepares for cookiepocalypse from many angles at once

Digiday 30 Apr 2021 04:01
cookie computer
April 30, 2021 by Max Willens

To prepare for the coming third-party cookie changes, publishers have been busy stitching together all the information they have about their readers and looking for ways to gather more first-party data. 

Gannett is no exception, though its efforts are designed to support subscriber growth just as much as advertiser spending. The news publisher is building audience segments that can replicate the ones advertisers are used to finding using third-party cookies, looking to upgrade its customer data platform (CDP) and adding as many registration points to its sites as possible, including, most recently on USA Today, which historically has been supported solely by advertising. 

While plenty of publishers, ranging from the New York Post to Vox Media, are finding multiple uses for their first-party data systems, Gannett in particular is adapting to this sea change in advertising at a moment when it would prefer to be focused on something else: Hitting CEO Mike Reed’s goal of amassing 10 million digital subscribers by 2025, up from 1 million digital subscribers today. 

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GannettUSA TodayKuntzthe New York PostVox Media
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