as CCPA heats up, browsers innovate and preemptive federal law retreats, the death throes of adtech lobby talking points which defy economics. This argues publishers' 1st-party data will be less valuable when adtech cos (including Google, Face) can't track across the web. 🤦🏽♂️
ps it also implies it was easier for digital pubs to make $ a decade ago which defies any DCN benchmark data looking at 2019 vs 2009. As the CEO of one of the leading premium publishers said in a memo Friday, "It has become harder to raise money, but easier to make money!"
Our benchmark data supports this as pubs have leaned into their brands by diversifying into other revenues relying on their direct, trusted relationships, 1st party data and realized audience-targeted biz of unbridled tracking across the web was never in their best interests.
