There’s no future in cross-site tracking’: Confessions of a publisher on the death of third-party cookies by Seb Joseph on Digiday
The demise of third-party cookies could be a blessing in disguise for publishers. The head of product development and insights at a publisher says, “lots of agencies ask if they can use our data. The data we own can be used in insertion order deals and to set up private marketplaces. Execs on the agency trade desks can use our data to build segments within the ad platform we’re building and get reports on how their campaigns have performed. We had one media agency ask for 70 first-party data deals to be set up.”
We’re talking to agencies about probabilistic ID graphs where there’s no chance of our data being combined with other data sets. This way, the advertiser is able to forecast whether the specific audience they want can be found on our sites without having to match identifies.