Media buyers don’t want to pay extra for publishers’ first-party data
Amid the early stages of cookie deprecation, media buyers aren’t quite sold yet on the premiums that some publishers are placing on their first-party audience data and contextual targeting solutions.
One publisher who spoke on the condition of anonymity said that they usually charge at least $2 on top of their standard CPMs for their first-party data or contextual targeting capabilities, slightly higher than the $1.50 premium they saw about a year ago. Certain categories, like entertainment and luxury, are fetching an even higher premium, they said.
But that is a tough sell to make to media buyers.
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Source:: Digiday
