Watch this webinar with Geert Desager, Strategy Director at Mediahuis, and Michael Silberman, SVP Strategy at Piano, to learn how the user data landscape is changing and how to prepare to benefit.
The end of third-party cookies doesn’t mean publishers need to panic. In fact, media companies like Mediahuis, a leading European publisher with headquarters in Belgium, have shown that it’s possible to create new opportunities by building on direct user relationships and benefiting from the shift from unreliable third-party data to zero- and first-party data. Zero-party data is information users voluntarily enter into a website — e-mail address, gender, age, among others — while first-party data is behavioral data that’s passively collected as users browse.
Our panelists agreed that the end of third-party cookies and the upcoming shift in the digital advertising ecosystem are fundamentally good for the publishing industry. Media companies are ideally positioned to collect and benefit from zero- and first-party data given the direct relationships they have with readers.
This webinar was organized in cooperation with the International News Media Association (INMA, we recorded this session on April 29th, 2020.