“Programmatic Advertising is in a perpetual state of flux. Exciting new channels, buying methods, and success metrics are contrasted with transparency issues, mistrust, and ever-decreasing engagement rates.
Privacy legislation, such as Europe’s GDPR and the recently enacted CCPA in the U.S., amount to a new age of stringent data collection, with consumer consent being essential – data needs to be compliant and also high-quality. The solution: Zero-party data.
To truly scale zero-party data acquisition, consumers need to be entertained, engaged and receive something in return for their attention and preference data.”
The Future of Premium Programmatic: Scaling Zero-Party Data by Richard Jones on AiThority
This will require some imagination and re-thinking of established business models