BuzzFeed Touts Lighthouse to Ease Third-Party Data Blackout Woes

Most publishers are still unprepared for the disappearance of information

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Publishers and brands alike increasingly share an overarching concern: consumer trust. 

For years, customer data has fueled the marketing efforts of brands, but the looming removal of cookies from Google Chrome and privacy consent updates from Apple have forced brands, and the publishers they work with, to radically rethink the methods at their disposal for understanding consumers.

These policy changes are in response to legislation such as General Data Protection Regulations, which reflects the growing consumer unease with how their data is being collected, leaving the advertising ecosystem reliant on a user base that has grown skeptical of its intentions.

BuzzFeed’s Lighthouse

This atmosphere of uncertainty has encouraged brands to work more closely with publishers to leverage their first-party data.

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