With the death of cookies coming anytime soon, the expectations are - you will see a common theme across publishers, i.e., to safeguard and provide a unique value proposition for marketers. It will be interesting to see which publishers will really be able to command the same level of premiums with a first-party data strategy and which companies could not complete their digital transformation in time.
Listed below is an article about Forbes first-party data solution
https://digiday.com/media/forbes-first-party-data-play-hits-the-market/
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