For more than 100 years, publishers have been dependent on advertising to produce premium content. Nowhere is this more apparent than the internet, where relevant advertising enables content providers to produce the content we’ve all come to enjoy, whether it’s mobile apps, streaming TV, or web experiences. This value exchange is often not well understood or communicated. But as the industry moves away from antiquated approaches to identity, such as cookies, there’s an opportunity to create a new approach.
One that explains this value exchange to consumers while providing them with more control; one which allows publishers to optimize the value of their content; and one which enables advertisers to improve the advertising experience while protecting consumer privacy. But such an approach requires innovative thinking and industry-wide collaboration.