Ad Tech

The Wall Street Journal Touts First-Party Data as Key to Repeat Media Buys

Advertisers were 37% more likely to renew if their prior campaigns used first-party data

The Wall Street Journal uses first-party data to create more than 70% of the audience segments it sells marketers.The Wall Street Journal

By Mark Stenberg

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The Wall Street Journal welcomes its cookieless future, and advertisers have taken notice.

The publisher, in a case study conducted in partnership with Google Ad Manager, found that advertisers whose campaigns used first-party data from The Journal were 37% more likely to run another campaign. Campaigns built using first-party data also perform better than company benchmarks on average, said David Minkin, svp of strategic planning and delivery and general manager of The Exchange. The publisher declined to offer financial specifics.

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