With current and impending challenges facing the industry today, publishers and platforms are taking meaningful steps to help solve identity in a post third-party cookie and IDFA-regulated world.
Jason Tollestrup, VP, Programmatic Strategy and Yield at The Washington Post and Jason White, SVP of Publishers at LiveRamp, recently spoke at the Digiday Publishing Summit on how publishers are leveraging first-party data to drive more meaningful results for marketers while improving their own monetization strategies.
Toward the end of the brief discussion, Jason Tollestrup shared two important things publishers should consider now, and in the future, to be prepared in a cookieless world:
“I think the most important thing about preparing for a year from now is testing and making some decisions on how to move forward. There have been a lot of publishers and some vendors sitting back with a wait-and-see approach. We need to jump in and move forward on a particular solution, even if that may change.The other thing that’s going to be important a year from now is being nimble. I can plan on what I think is not going to change. I think The Washington Post is moving toward a solution that is going to allow us to do a lot of what we can do today while maintaining privacy for our users, so I’m not as concerned about that. It’s all going to be, how do we get it done and what do I need to implement in the last 30 days?”
You can watch the full 15-minute discussion below. To learn more about how LiveRamp is helping publishers navigate a world without third-party cookies or get started with our Authenticated Traffic Solution (ATS), send us an email at firstname.lastname@example.org.