Publishing’s pivot to first-party data
Publishers are pivoting toward first-party data strategies as they adapt to a cookie-less future, though significant challenges remain. Based on a survey of 38 publishers conducted by The Rebooting and Permutive, the research reveals both opportunities and obstacles in this transition.
- Publishers currently identify only 37% of their audiences on average, with over half of respondents reporting identity data on less than 25% of their audiences. However, when successfully implemented, first-party data strategies can drive 30-50% higher eCPMs and over 20% year-over-year growth in audience-driven campaigns.
- The main challenge is fragmentation - publishers struggle with managing audience signals and making them available for collaboration and activation. This is particularly problematic since 70% of publisher inventory is under-monetized due to lack of cookies, while advertisers can only bid on 30% of consumers.
- Publishers are taking an "all of the above" approach to solving identity challenges, with many embracing multiple solutions including curation platforms (16% adoption) and clean room environments. The demand for first-party signals remains strong, though publishers face increasing competition from ad-tech companies that repackage publisher signals.