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How The Telegraph Is Building a Future Free From Third-Party Cookies - AdWeek

How The Telegraph Is Building a Future Free From Third-Party Cookies - AdWeek | The Marteq Alert | Scoop.it
The Telegraph has been building up its first-party data trove since introducing its subscriber-first strategy in 2017. In October, it had 525,000 print and digital subscribers, plus 6.8 million registered users (who can access several articles a week in exchange for an email address), nearing its goal of 1 million subscribers and 10 million registrants by 2023.

With Unity, ad buyers can use their own first-party data pools to locate and match audiences. Using secure data clean rooms called bunkers from tech platform InfoSum, marketers can only target The Telegraph audience that overlaps with the marketers’ own databases. These types of second-party data deals have been gaining steam now that there are more reliable ways to guarantee against the leakage of valuable data.

Third-party cookies have a limited shelf life, and publishers like The Washington Post, Insider and Vice are exploring a future without them. Ad buyers can still target audiences using cookie-based identifiers, but they are becoming less effective as web browser makers increase opacity to protect user privacy.
CYDigital/marteq.ios insight:

The publishers collects a boatload of first party data on its consumers, and correlates the data with the advertiser's first party data to derive targeting. Yet it's still short of direct delivery of data from consumers to advertisers. It's a step up, but still not nearly as powerful as extended zero party data.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Summary of “What Comes After Third-Party Cookies?” Guide from OneTrust - The Drum

Summary of “What Comes After Third-Party Cookies?” Guide from OneTrust - The Drum | The Marteq Alert | Scoop.it
As third-party cookies go away, businesses should shift their strategy to collect data and identify personalized preferences. This allows businesses to build trust while providing the control and personalization consumers want. But what are the steps to building this new strategy?

First, there needs to be a shift in three main areas: audience, brand, and reporting. For marketers, publishers, and advertisers alike, it’s important to think about privacy and building trust with audiences in a way that impacts the KPIs with which they’re tasked.

Next, in order to establish trust and transparency with customers moving forward, marketers, publishers, and advertisers will need to build an internal privacy strategy. This consent and preferences strategy should aim to achieve five goals: put users in control, have an opt-down strategy, show custom preferences and profile data, monitor engagement insights and analytics, and sync with marketing and IT systems.
CYDigital/marteq.ios insight:

More info on how we're all impacted by the loss of 3rd party cookies (and good riddance). The paper is available behind a reg form. 

 

See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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