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Read by
BCG
500 Startups
Used at top MBA programs including
Stanford Graduate School of Business
University of Chicago Booth School of Business
Wharton School of the University of Pennsylvania
Kellogg School of Management at Northwestern University
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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