Media owners must work together to fight for the future of digital advertising | Campaign Magazine

The death of the cookie — the revolution we face in the digital ad industry is not “just” about the rethinking of some technical processes.

This is a much more complex process that will redefine web standards, affect the practical ways advertisers will market their products and impact the survival rate of premium media owners and their quality advertising environments. It will also challenge the way people will be able to exercise their right to own and manage their personal data.

As a consequence, it will determine how strongly and boldly news media will keep contributing to our societies and democracies in the next decade — something that is tightly linked to their financial sustainability.

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Alessandro De Zanche

Media and advertising. Data, audience and monetisation strategies.