As third-party cookies crumble, privacy mechanisms evolve and the battle for audiences intensifies, publishers must find new ways to connect with their audiences, monetize that connection and build compelling experiences. Zero- and first-party data make that possible, laying the foundation for profitable reader relationships.
Why bother with any of this? Put simply, today’s consumers demand it, McKinsey reported. In the age of Amazon and Netflix, the research firm found that 71% of consumers expect personalized experiences and that 76% get frustrated when it doesn’t happen. “If consumers don’t like the experience they receive, it’s easier than ever for them to choose something different,” according to the report.
