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Daily Dashboard | Op-ed: Privacy initiatives may turn marketers to first-party data Related reading: A view from Brussels: EDPS sends signal on data transfers 

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In an op-ed for AdExchanger, Radmir Nasyrov explains why first-party data may become the most important information for advertisers. Nasyrov cites the EU General Data Protection Regulation, as well as Safari’s and Mozilla’s efforts to restrict cookies, as trends that will impact marketers’ ability to deliver targeted ads. In order to fight against the loss of revenue, Nasyrov said first-party data may be the answer. “Publishers' first-party data about user interests and behavior may become a main form of targeting for advertisers,” Nasyrov writes. “Using key-value pairs to segment audiences by their demographics and content consumed, publishers can offer buyers a new source of reliable audience data. This approach would eliminate unnecessary middlemen and attribute more value and, therefore, revenue to publishers.”
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