With Facebook cutting off access to third-party data, Apple’s introduction of Intelligent Tracking Prevention, and GDPR looming, access to data is top of mind for publishers and advertisers alike.
Publishers who have the first-party data to offer advertisers will be at an advantage. Fortunately, publishers might already have more first-party data available than they think; it’s just a matter of getting to it. With a bit of work, publishers can unlock more of the first-party data they already own, then put it to use in their advertising and editorial strategies.
Improved first-party data can help you on the editorial side as well.