This is what publishers need to create to survive in the post-cookie world

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 30, 2022, 5:09 PM GMT+0

With third-party cookies exiting, publishers must prioritise retaining and growing a loyal audience base.

Browsers like Safari and Firefox have removed third-party cookies years ago. Similarly, Google is on its way to phasing out third-party cookies. So, it is time for publishers to find a way to monetise their audiences through inventory. They must understand that their audience is their most valuable asset.

To retain reliable readership, publishers need to create quality, valuable, and brand-safe content to attract advertisers and monetise their audiences. Leveraging AI and machine learning-powered contextual technology can help publishers match ads with relevant content precisely. They should also set up contextual solutions to step up.

Publishers can also work with technology partners to discover a more nuanced understanding of their audiences. It can further help publishers future-proof their businesses for the post-cookie world.

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