With Chrome bidding farewell to third-party cookies, publishers predict a steep rise in use – and value – of their first-party data.
Media companies with their own audiences and direct-to-consumer relationships expect power to accrue to them.
And many publishers already have a head start. With Apple’s Safari browser blocking cookies for about 30% of US web traffic, most media companies already invest in first-party data solutions to lift the CPMs of their cookieless traffic.
“Most publishers I talk to are not panicking,” said Rubicon Project CTO Tom Kershaw. “They are following through with the strategies they already have, leveraging publisher segments they already have, and using first-party identifiers to persist universal IDs and more effectively deliver ads.”
(In contrast, advertisers were less prepared because they focused on the 70% of traffic that wasn’t blocked by cookies.)
The large publishers that have invested in first-party data include a mix of new and old media: Vox Media, News Corp., Meredith, Insider Inc., Watson Advertising’s weather data, Hearst and Dotdash, among many others.
“First-party data and digital identity is critically important to the future,” said Jeremy Hlavacek, Watson Advertising’s head of revenue. “Publishers play an essential role in managing how that space takes shape.”
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