How The New York Times Is Adapting to Life Without Third-Party Cookies

The publisher rolls out its own first-party data marketplace


Advertising remains a minority interest for New York’s paper of record, but the Times still wants to take greater control over its digital offering. All this comes at a time when automated ad trading is preparing for a seismic overhaul as the publisher evaluates ad-tech vendors for privacy credentials.

Like many, publishers had a rough 2020. It started in January, when Google announced it would stop supporting third-party cookies in its Chrome browser in 2022, fundamentally changing the $85 billion online display advertising market.

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