Publishers Face Costly Digital Advertising Dilemma While Adapting to New Privacy Rules

Pivoting to first-party data model can be expensive, and scale is an issue

pair of glasses resting on a newspaper
The New York Times is phasing out third-party data for ad targeting, but smaller publishers may not have the resources to do the same. Getty Images

Whether it’s due to regulations or sweeping changes from internet browsers, publishers are reorienting their digital advertising practices around their first-party data. But not all outlets can easily adapt.

@andrewblustein Andrew Blustein is a programmatic reporter at Adweek.