Publishers find increasing value in first-party data
Publishers such as SHE Media and Vox Media have been amping up their first-part data acquisition efforts and are finding the data integration is now a prerequisite for programmatic ad sales. Ryan Pauley, Vox Media's chief revenue officer, says, "We expect much more than a majority of our impressions across the platform will use first-party data compared to third-party data."
“We will go from a very small minority of impressions in 2019 that used first-party data compared to third-party data to meaningful growth on that this year, and next year we expect much more than a majority of our impressions across the platform will use first-party data compared to third-party data,” said Ryan Pauley, chief revenue officer at Vox Media, which launched its first-party data platform Forte in December 2019.
Meanwhile, SHE Media plans to include first-party data options in the majority of its pitch request responses in 2021, said Ryan Nathanson, svp of operations at SHE Media. “In 2020, [first-party data options were] included when a strategic advertiser was asking for it or looking for it, but now it’s going to be much more proactive and default,” he said.