How publishers are unlocking ad revenue with privacy-first media

By Optable

Amid the phasing out of traditional identifiers and changes to data privacy laws, publishers are increasingly prioritizing first-party data to safeguard their ad revenue and monetize audiences.

Research by BCG found that advertisers leveraging first-party data, such as the information shared by publishers, to personalize messaging are seeing double-digit improvement in ad performance.

For first-party data to be a secure and sustainable advertising strategy, publishers rely on privacy-preserving technology to mitigate the risk of data collaboration. According to research from IAB, 78% of U.S. marketers are using data management platforms, which allow advertisers to organize and activate data for targeted campaigns. Additionally, 64% of companies leveraging privacy-preserving technology, including publishers and advertisers, are using data clean rooms — a privacy-focused approach to matching their audiences with their advertising partners’ ideal customers.

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Source:: Digiday

      

Aaron
Author: Aaron

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