The New York Times Prioritizes First-Party Data in New Platform for Marketers

The offering, called Pivotal, comes as publishers bolster their datasets to win ad dollars

Image of The New York Times' Pivotal platform
The New York Times is continuing its push of first-party data. New York Times

As the ad industry braces for more privacy legislation and the implications of Big Tech’s consumer-facing security updates, media companies are touting their first-party data offerings more than ever to win fresh ad dollars.

@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.