There is no shortage of cookieless solutions being touted throughout the digital advertising industry – though the jury is still out as to how good of a replacement they’ll be for third-party cookies. But a relatively new option popping up more in conversations is data collaborations.
During a closed-door town hall session at the Digiday Publishing Summit in March, a publisher exec, granted anonymity under Chatham House rules, spoke about their growing interest in participating in data collaborations with brands. Data collaborations, often abbreviated to data collabs, put the publisher in a more authoritative position, they said, as well as enabled them to scale up the portion of valuable audiences that advertisers could reach.
“[Advertisers] want to combine data assets to have a better together story, which allows them to think about ways of taking [the brand’s] first-party data and activating it on an unaddressable or on unfindable users that have historically been left behind,” said the publisher during the town hall.
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