January 25, 2023
Commentary
First-Party Data Reorients Media Sales
- by Nicole Perrin , Op-Ed Contributor, October 12, 2022
Advertisers' increasing reliance on first-party data will materially change the landscape of media planning, buying, and selling.
It will re-establish foundational values that have been downplayed in the programmatic era. And it will eventually put publishers on a level playing field with the walled gardens, according to 68% of advertisers …
