“In May, The New York Times announced it was phasing out the use of third-party data for audience targeting in its direct buys by 2021, a year ahead of Google’s cut off for third-party cookie use within Chrome.
[..] The Times has built 45 new proprietary first-party audience segments for clients to target ads. Those segments are broken up into 6 categories: age, income, business, demographics and interest. By the end of the year, it will introduce 30 more segments.
[..] our first hurdle was proving we could invite readers to share information that would be useful to our advertisers, showing in a transparent way how we would use that data.[..] we have received a great deal of excitement from advertisers. The message we hear is, ‘of course we prefer first-party data, so much third-party data is known to be unreliable.’”
Inside The New York Times’ first-party data play by Lucinda Southern on Digiday
