"This can only work because we have 6 million subscribers and millions more registered users that we can identify and because we have a breadth of content," says Allison Murphy, Senior Vice President of Ad Innovation.Not only do they have a huge audience scope to offer advertisers, but there are also millions of content URLs that users visit, slowly marking out the property lines of their interests. The world of this single publication contains enough depth for it to effectively replicate the scope of audience variation that third-party tracking offered.
'' The message we hear is, 'of course we prefer first-party data, so much third-party data is known to be unreliable. ' We're in the process of letting advertisers know our approach and whether we've selected the right set of audience segments and how they can evolve. ''And evolve they will. The platform will become more sophisticated as more user data is fed back into the machine. As well as understanding emotions, topics, context, and motivations, The New York Times will soon understand how advertising fits into these journeys.
"We hired a large team specifically to support this year of a dozen people. The effort has touched at least 50 people and many more in every part of the company to get this to work."Vox Media and The Washington Post are the other publishers joining the ranks of publishers offering their own first-party data products. While these audiences are vast, varied, and global it unlikely that major advertisers will limit themselves to a single publisher. Advertisers will have to return to managing multiple direct relationships with these brands until ad networks find a way to add these products into their own platforms.