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Summary
  • Large publishers and retail brands – such as the New York Times – are launching ad-targeting platforms that capitalize on their 1st-party data assets, as the journey to a “post-cookie world” reshapes advertising.
  • The combined pressures of tightening privacy regulation (e.g. GDPR, CCPA) and sweeping privacy-focused changes by major web browsers to phase out 3rd-party cookies are driving a shift in advertising away from 3rd-party data.
  • All paths going forward will lead to and through consent. GDPR, for instance, requires that consent be “freely given, specific, informed and unambiguous.” Consent is the reason why 1st-party data is garnering so much attention, and why large publishers and retail brands are gaining more power and leverage.
  • Being big will offer an outsized advantage – for publishers, advertisers and big tech firms. If the one clear effect of the end of 3rd-party cookies is that the owners of 1st-party data will gain leverage, then big tech with their massive stores of 1st-party data will come out on top.
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