The New York Times Prioritizes First-Party Data in New Platform for Marketers

The offering, called Pivotal, comes as publishers bolster their datasets to win ad dollars

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As the ad industry braces for more privacy legislation and the implications of Big Tech’s consumer-facing security updates, media companies are touting their first-party data offerings more than ever to win fresh ad dollars.

The New York Times—which intended to prioritize these data segments in new ad offerings this year—is rolling out a new platform for marketers highlighting the publisher’s research and consumer insights that it hopes will encourage more meaningful collaborations with marketers.

“How do we take all of that data, surround it with additional research and use that to be a foundation for marketers to understand what’s relevant?” Allison Murphy, senior vice president of Ad Innovation at the Times, asked as she explained the new platform called Pivotal.

Data is “the heartbeat of what we’re doing in advertising,” Murphy told Adweek.




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