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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.
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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Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.
As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.
Yes, of course, please write to plus@baekdal.com and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.
Yes, please write to plus@baekdal.com for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).
Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.
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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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