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Plus Report - By Thomas Baekdal - April 2021

The future of advertising for publishers is first-party data

Recently, I published an article where I talked about the problems we see with Google's plans to stop using cookies and instead do tracking directly in the browser. However, as I also explained in that article, the problem I see isn't that publishers can't do third-party tracking the same way as before, but that we shouldn't even be doing this in the first place.

In this 36-page article, I'm going to talk about why. I'm going to talk about the overall trends that will define the future of advertising for publishers, and why it's so incredibly important that we stop focusing on third-party platforms, and instead focus on first-party relevance.

These trends are vital for publishers to keep some of their advertising revenue in the future because we all see where things are going. So, we are going to focus on the higher-end strategies and patterns that define this market.

To start with, we need to talk about the overall advertising trends, and how they are changing regardless of what the tech companies are doing.

So, let's do a reality check.

The old world is gone ... and even if Google didn't exist, we will never get it back.

As a media analyst, I wish that I was able to just snap my fingers and say some magic words to make all the brands spend their marketing budgets on the media so that every journalist could go back to having a job.

I love the media just as much as you, but the reality is that this is just not going to happen. And the problem isn't really about Google or Facebook because, even if they weren't here, the trends that define this change would happen regardless. In fact, the trends that are causing us to have so many problems today are the same as the trends we saw 100 years ago.

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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