How publishers can monetize their audience with this alternative to cookie tracking — Shiv Gupta // U of Digital
- Part 1Convergence of adTech & MarTech — Shiv Gupta // U of Digital
- Part 2 How publishers can monetize their audience with this alternative to cookie tracking — Shiv Gupta // U of Digital
Show Notes
-
02:38Strategic opportunities for publishers in the absence of cookiesThe phasing out of cookies presents an opportunity for publishers to regain control and increase their share of the revenue in the long term. Publishers must decide how to engage with new ID solutions to ensure theyre generating short-term revenue and regaining control in the long term.
-
06:36Monetization strategies for publishers in the post cookie eraPremium publishers may choose to withhold their data from ad tech companies and leverage their exclusive inventory and user base as cookies go away. Smaller publishers reliant on programmatic ad revenue may cooperate with ad tech companies for data exchange.
-
08:53Strategic considerations in the transition from cookiesMarketers and publishers need to develop a strategy to maximize the value derived from their data and inventory. The future will contain multiple IDs, so its essential to identify those that drive the most value for the business and customers while avoiding those that diminish value.
-
11:06The search for post cookie identity solutionsThere are over 120 ID solutions being pushed in the market currently, but none with a definitive answer due to the uncertainty of the industry. Players like LiveRamp could become a prominent ID solution, but the future will still consist of multiple IDs coexisting.
Quotes
-
"The key thing is to first realize there's not going to be one flavor in the future where cookies are going away. So, we're going to have multiple IDs in the future." -Shiv Gupta, Founder, U of Digital
-
"How do you figure out which IDs drive up the value for you and your customers the most? And how do you figure out which IDs are sucking value away from your business? And maybe stay away from those?" -Shiv Gupta, Founder, U of Digital
-
"There are 120+ ID solutions being peddled in the marketplace right now. And all of those ID solutions have their own permutations of different variables and their own mousetrap." -Shiv Gupta, Founder, U of Digital
- Part 1Convergence of adTech & MarTech — Shiv Gupta // U of Digital
- Part 2 How publishers can monetize their audience with this alternative to cookie tracking — Shiv Gupta // U of Digital
Up Next:
-
Part 1Convergence of adTech & MarTech — Shiv Gupta // U of Digital
Shiv Gupta, Founder and CEO of U of Digital, explores some alternative tracking methods that can help you monetize your audience. While advertising is a subset of marketing, the two have been siloed and considered different from the beginning. However, the barriers are collapsing between the two as data from marketing technology becomes more crucial to effectively executing advertising. Today, Shiv discusses the convergence of ad tech and martech.
Play Podcast -
Part 2How publishers can monetize their audience with this alternative to cookie tracking — Shiv Gupta // U of Digital
Shiv Gupta, Founder and CEO of U of Digital, explores some alternative tracking methods that can help you monetize your audience. The data landscape has been transformed by CCPA, GDPR, And Apple and Google doing away with cookies. Now, publishers and marketers must face the task of unlocking audience monetization through alternative tracking methods. Today, Shiv discusses how publishers can monetize their audience with alternatives to cookie tracking.
