The New York Times will stop using third-party data for targeted advertising

by samchills

U.S. daily newspaper The New York Times plans to stop using third-party data for targeted advertising by 2021, according to information independently obtained from foreign news media Axios .. The New York Times is in the process of building its own data platform.

Exclusive: New York Times phasing out all 3rd-party advertising data-Axios
https://www.axios.com/new-york-times-advertising-792b3cd6-4bdb-47c3-9817-36601211a79d.html

Targeted advertising, which tracks user behavior on the web and uses that information to target advertising targets, is widely used in the advertising industry due to its high success rate, but from a privacy perspective The accusations are growing. For this reason, Apple has introduced a security function `` Intelligent Tracking Prevention '' to crack down on targeting advertisements, and Google also announced that it will abolish support for third-party cookies within two years, announced in January 2020. ..

Chrome plans to remove support for third-party cookies within two years-GIGAZINE

The removal of ads from third-party data from the ecosystem forces publishers who previously used data to rely on their first-party data or on data they collect directly from their users.

According to Allison Murphy, Vice President of Ad Innovations at the New York Times, the New York Times will offer its clients 45 unique audience segments from July 2020 to deliver targeted advertising. thing. These segments include age (age range / generation), income ( HHI , investable assets, etc.), business (job title, job category, whether or not retired), other attributes (gender, educational background, marital status, etc.), interest (fashion etc.) ) And interests will be divided into at least 30 segments in the second half of 2020.

The New York Times is working to realize privacy, and has also hired new employees to implement the new system.

Many publishers are facing the crackdown on targeted advertising that will take place in the future, but the New York Times' efforts were realized because of its large size and high reliability as a medium. It has been pointed out that many media do not have the scale to build a first party dataset from scratch.