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Like an oil corporation opposing the rise of renewables or a tobacco company lobbying for its own cause, a reactionary wing of digital advertising is struggling to accept the radical change needed in the way audience data is handled.

Fighting for self-preservation is a common theme in digital advertising’s recent…

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One aspect of ad tech that was (almost) unthinkable even until a couple of years ago is its role of agnostic enabler, of infrastructure provider at the service of its clients’ own strategies and assets and whose success fully overlaps with the one of its partners.

In the audience-centric, privacy-first…

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What from now to 2023?

For media owners, staying still while speculating on what ad tech will propose to media and consumer brands as a solution for the post third-party cookie era would be damaging and dangerous: many of those solutions might first and foremost fulfil the agendas of those…

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Apple is not destroying digital advertising, it is killing a certain interpretation of it.

In fact, it seems that an audience only exists if ad tech can track it. It doesn’t matter if, as in the case of Apple devices, it represents some of the wealthiest online users.

This topic…

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There is no way back. The knowledge of the individual (a consumer brand’s customer, a media owner’s subscriber, a gamer, a user) about personal data and online privacy can only grow exponentially.

Media owners have a higher responsibility, as they are the gatekeepers of the environment and their own…

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That part of the advertising industry that was born and existed on third-party cookies and tracking is trying to persuade the rest that the future is all doom and gloom.

The future of data in media, marketing and advertising is exciting, because policies and technologies will reward and boost those…

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The most serious threat to publishers’ business models is coming from within.

I’m talking about email-based universal IDs.

In the last couple of years, media owners have made large investments in the diversification of revenue sources, especially around subscriptions, registrations, logins, e-commerce, and the first-party data coming from those connections…

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Fixing your own strategy and business model when the industry is a whirlwind of moving parts takes time, courage, vision and above all the ability to recognize the risks associated with easy fixes.

I’ve described before how short-term choices left media owners vulnerable to frequent emergencies, which triggered more short-term…

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Are we witnessing a renaissance in media owners’ data and audience strategies?

It feels like yesterday when many media brands believed having a data strategy meant sprinkling their inventory with ambiguously-sourced third-party data. That data often provided the ecosystem with little quality and individual publishers with no differentiation whatsoever.


Alessandro De Zanche

Media and advertising. Data, audience and monetisation strategies.

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