Media Briefing: Parallel path tests are publishers’ best tool for selling advertisers on first-party data offerings
Publishers are banking on advertisers adopting their first-party data offerings, but it takes time to get marketers to believe in the power of that data.
- Parallel paths to proof
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Parallel paths to proof
Publishers that spent months, if not years, building in-house first-party data offerings have been on a mission to sell advertisers on their targeting tools, trying to convince ad buyers that the publishers’ home-grown data will always outperform a third-party identifier when it comes to ads running across their sites.
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Source:: Digiday
