New York Times Partially Solves Cookies With Own Tech

NY Times builds up its own internal user tracking and targeting with first party data in advance of the death of cookies. Traditionally, digital publishers have relied on external data management platforms (DMPs) to help them target audiences, using third-party cookies that are on the verge of extinction thanks to new privacy laws and - mainly - crackdowns by Apple and Google.

After lots of A/B testing with direct clients, they see campaigns perform well and "sometimes it’s better than what we used to have.” Washington Post meanwhile created Zeus, its own ad tech and buyer platform. Nice stuff for directly sold ads, but still huge question marks over the future of programmatic (not direct-sold) advertising for all publishers.


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