Consumers must be allowed to choose their preferred value exchange for content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 03, 2019, 10:06 AM UTC

Going through a paywall and email registrations could be possible “payments” for access to content.

The author argues that with people generally understanding the commercial internet and a publisher’s need to be paid for the services provided, consumers need to be given the option to choose the value exchange they prefer for access to content. This follows concerns around privacy reaching a “fever pitch”.

So far, a “fair” value exchange ad tech firms worked with was “anonymous data for unfettered access to content.” In such an exchange, publishers do not receive consumers’ personally identifiable information (PII).

The value exchange choices that consumers can be given are that of going through a paywall and email registration. Additionally, a cookie turn-on primer determines a browser’s cookie status during page-load and also instructs consumers about re-engaging their cookies.

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