Now, more than ever, publishers need to take responsibility for their own destiny to mitigate the changes that are created by the whims of Big Tech and potential regulatory change.
Urban List’s founder and CEO, Susannah George, said in a Mumbrella article that Facebook’s call “will have a significant and detrimental impact far beyond the media landscape.”
Rob Stott, Editorial Director of Junkee, commented that “this decision will undoubtedly have an outsized effect on small and medium-sized digital publishers, which will have a significant detrimental impact on the diversity of media voices available to Australians.”
The removal of third-party cookies from the AdTech ecosystem reinforces the need for publishers to undertake first party data collection at scale – building and deepening their addressable audiences. At the same time, if advertisers can’t buy targetable audiences on chrome, then they will inevitably seek direct relationships with publishers to access compliant first party data.
Publishers have a huge opportunity to boost data-driven revenues and mitigate further loss of revenues to Google and Facebook.
WINR is a media technology company building innovative commercial solutions for digital advertisers and publishers.
Our AdGate™ Audience Builder solution delivers consent-based first party data capture, at scale, for the purpose of building and deepening owned audiences.