Why Publishers Can’t Afford To Ignore The Privacy-First WaveReading Time: 2 minutes
Google’s decision to delay phasing out third-party cookies on Chrome has generated a lot of buzz in the publishing world. But instead of worrying about the impending Cookiepocalypse, publishers should be focusing on the opportunities presented by the privacy-first wave.
In this article, we’ll explore why publishers must embrace a privacy-first strategy and how they can use their first-party data to create more effective, customer-centric advertising solutions.
The Privacy-First Era Is Already Here
Big tech companies have hastened the transition to a privacy-first ecosystem. In 2020, Apple removed mobile ad IDs from iOS and turned off tracking cookies in its Safari browser. Meanwhile, regulators worldwide are increasing the pressure on companies to take data privacy seriously. Publishers who don’t prepare for a post-cookie digital ecosystem risk being left behind.
Publishers Must Embrace The First-Party Revolution
Third-party cookies provided a method of reaching consumers at scale, but their accuracy was always questionable.
With first-party data, derived from direct interactions with consumers, publishers have a clearer picture of who their customers are and what they want.
To capitalize on this opportunity, publishers should focus on expanding their first-party data and building accurate and detailed audience profiles for their advertising partners.
Secure Collaboration Is Key
Collaboration between publishers and advertisers can deliver a more relevant advertising experience to audiences.
By leveraging direct intelligence about people’s interests and intents, publishers can play a more direct and lucrative role in the digital landscape.
However, data privacy must be at the heart of these collaborations. Publishers must ensure that audience data is properly secured and not at risk of being sold or shared.
Preparing For The New Role In The Marketing Ecosystem
With the convenience of third-party cookies no longer an option, publishers have the chance to fully integrate into the marketing ecosystem.
First-party data provides advertisers with valuable insights into their customers’ behavior, preferences, and interests.
Publishers must prepare for their new role by testing out new technologies and building the right solutions and partnerships.
Embrace The Privacy-First Wave With VDO.AI
Publishers can no longer afford to ignore the growing demand for solutions that prioritize privacy. With the rise of data breaches and privacy concerns, consumers are increasingly seeking out platforms that prioritize their privacy. Publishers that fail to adapt risk losing the trust and loyalty of their audience.
VDO.AI is a leading provider of privacy-first advertising solutions that benefit both publishers and consumers alike. Our platform helps publishers monetize their first-party data while ensuring they remain competitive and relevant in an increasingly privacy-conscious world. Contact us here to learn more about how VDO.AI can help you thrive in the post-cookie era.