In a column for AdExchanger, CafeMedia Co-Founder and Executive Vice President Paul Bannister writes as third-party cookies are phased out, publisher first-party data is “highly underused” and can be a “valuable part of the programmatic toolset in the future.” Contextual data, registration data and on-site behavioral data can be used to fill the cookie void, Bannister writes, though “significant investments” are needed before advertisers can use publisher first-party data to its potential.
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