Emergence of First-Party Web Calls for Media Owners’ 2nd Digital Transformations | Adweek

Alessandro De Zanche
1 min readOct 26, 2022

The last five years haven’t changed media monetization. Subscription and advertising channels have been active for decades, but they are forcing media owners to revolutionize the way their organizations are set up to successfully face the current challenges.

It’s not a philosophical nuance. Simply put, the alternative is death by the recent wave of privacy regulations and technical limitations.

A new, radical, structural transformation is needed.

From paper to pixels

For traditional media owners, the epochal shift from paper to pixels came with struggles to adapt and a serious blow to their finances. The approach to digital and the concept of “free” also meant, for most, a single revenue channel: programmatic advertising.

The commoditization inflicted by programmatic meant media owners had to run on a treadmill 24/7 to survive, often triggering a race to the bottom in terms of user experience, privacy and overall trust in the media brand.

You can continue reading on: https://www.adweek.com/programmatic/as-ad-industry-embraces-first-party-web-media-owners-must-modernize-structure/

Originally published at https://www.adweek.com on August 26, 2022.



Alessandro De Zanche

Media and advertising. Data, audience and monetisation strategies.