In the “future reduced-cookie world”, first-party data from publishers will be significant.
This article states that with the CCPA, GDPR and Apple’s Intelligent Tracking Prevention in effect, publishers and marketers must ensure they are well-equipped to engage with their audiences and best serve their clients. The author argues that programmatic buying is “complex, expensive and daunting”, hence tougher to adopt.
However, marketers could work closely with product teams and have a dedicated programmatic product person. Further, they must demand fee transparency from their partners along with deeper insights into how the money is spent.
Pushing for “direct” connections between publishers and marketers will facilitate transparency and alignment. While the previous decade was about being adept with technology, the new decade should be about the proper use of tools and creating clean ad experiences for readers that also maximise value for marketers.
[3 minute read]