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How in the world did Axios get "exclusive" news about a news organization? NYT should have printed this themselves as extra PR. More people would have also seen it that way.
"privacy-friendly experience" means them collecting data themselves about our age, income, business, demo, interests, and more, to target ads. They even brag that they're big enough that they don't really need third-party data to spy on us, and that they were more or less forced to do that anyway because of new privacy laws and new browser default third-party cookie blocking.
Privacy heroes at work.
Isn’t this because chrome or something else is going to start restricting 3rd party cookies?
I’m 90% sure they aren’t doing the right thing because it’s right, but because something is changing and they have no choice.
Source: my company is doing something similar, though I only work in a support role.
As someone who works in the industry, I can tell you what really happening is third party advertisers are offering platforms that work as a first party tracker. All they do is offer an SAAS product that runs on an NYT subdomain, and is sold as a managed service.
The real value in user tracking and advertising is the ability to tie it to off network activity. This is how the magic of remarketing, ads for the same product that follow you around the web, works, and why people pay a premium for it.
It'll be interesting to see more online publications adopt this strategy - almost like bringing the classifieds back in-house. They are certainly incentivized to get it right.
This is the best tl;dr I could make, original reduced by 79%. (I'm a bot)
The New York Times will no longer use 3rd-party data to target ads come 2021, executives tell Axios, and it is building out a proprietary first-party data platform.
Yes, but: Not all publishers have the scale, or user trust, to build out their own first-party data sets.
Be smart: Other publishers like Vox Media and The Washington Post have also begun building out first-party data solutions in response to the growing industry backlash against using third-party data to target ads.
Extended Summary | FAQ | Feedback | Top keywords: data^#1 out^#2 build^#3 first-party^#4 Times^#5
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There is a discussion on Hacker News, but feel free to comment here as well.
I'd love to hear some input from Brian on this topic. How privacy regulations, intelligent tracking prevention (ITP), and general customer sentiment is shifting the focus away from third party data towards first-party. This is an ongoing shift across industries, with Retail/CPG towards DTC probably being the most apparent.
https://digiday.com/marketing/wtf-apples-itp-2-3-update/
https://digiday.com/marketing/theres-no-future-cross-site-tracking-confessions-publisher-death-third-party-cookies/
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