The Rundown: Publishers scramble to control audience data
It seems like every time publishers start to claw their way back from any inventory blackouts caused by browsers like Safari blocking cookies, they’re hit with a new curveball. Despite being many months after Apple’s Intelligent Tracking Protocol 2.2 update, Apple continues to release updates that tighten any workarounds. That’s meant that rather than stabilizing yields, they still seem to fluctuate and many publishers remain preoccupied with low CPMs, in Europe at least.
“Last month was the most significant difference between Safari [yields] versus Chrome,” said a publishing executive last week. For many, it’s the clamping down on link decoration that has caused recent headaches. Link decoration is a method used for years to pass information from site to site as well as from page to page on the same site.
It can be used to determine, for instance, the referral source for site visits. Most publishers are exploring new ways to ensure they’re in control of their audience data should any future browser or regulatory curveballs be thrown — and to some, that means not taking first-party data for granted either.
New types of independent tech are surfacing that allow advertisers and publishers to match up first-party data sets in a way that doesn’t compromise data privacy nor jeopardize the control each party has on their own customer data. While in their infancy, these types of developments could help give momentum to publishers achieving more direct relations with advertisers in a way that they’ve been trying to cultivate for some time. But for now, it looks like those publishers that will be the best set up for the future will be those that have found ways to collect direct audience data without relying on either cookie type.
With billionaire backers, Time is still in expansion mode
Several publishers, including BuzzFeed, Group Nine Media and Vice, recently announced pay cuts and benefit reductions to their staffs. Time CEO Edward Felsenthal, on the other hand, not only pledged to his staff of 275 that the company wouldn’t have any layoffs for 90 days — and the company would continue growing through new hires […]
‘We’re all making it up as we go along’: Dazed CEO Jefferson Hack on what comes next for media
Anyone sitting back seeing how it plays out is part of the problem rather than the solution. I only want to work with people who are part of the solution.
‘Opening the paywall is not an option’: Schibsted sees subscriptions mini-boom
The Nordic publisher sold twice as many subscriptions the past two weeks compared to the period's previous two weeks.
SponsoredAs cookies vanish, publishers are using new authentication strategies
Up to 40 percent of browser inventory is already cookieless, giving publishers, marketers and their technology partners an opportunity to build a new and better digital ecosystem.
‘Everyone feels the pain’: Major digital publishers enact pay and benefits cuts to stanch the bleeding
Several publishers have begun announcing their pay cuts and furlough plans as ad revenue continues drying up. Seeing patterns from previous recessions, former media execs explain why these cost controls are only temporary fixes.
Complex’s Rich Antoniello’s recipe for media in crisis: ‘Brand plus brains plus balance sheet’
For publishing companies to survive a global crisis like the one we're in, Rich Antoniello's formula is 'brand, plus brains, plus balance sheet." He would know, having stewarded Complex through the 2008 financial crisis as CEO, the role he still holds now. But compared to that, the downturn brought about by the coronavirus pandemic is "infinitely more difficult," Antoniello said on the Digiday Podcast.