How signal collaboration is unlocking the power of publisher first-party data

As the value of legacy identifiers declines, publishers are rethinking their advertising strategies and seeking alternative ways to demonstrate the value of their hard-earned audiences. The change underway has significantly impacted the addressability of these audiences and made it more challenging for publishers to monetize their content effectively. 

In response, publishers are activating their first-party data as a durable, privacy-first and wholly-owned substrate to support ad targeting and personalization. For example, ranking highest among publishers in a recent survey, 47% believe activating their first-party signals is the most promising solution to cookie deprecation. This data includes audience events and behaviors at particular moments, indicating interests and affinities. 

“Every publisher we’ve talked to — whether a large broadcaster with a TV and digital ad business or one with a large web presence — is in a different stage of their journey in first-party data,” said Sharmilan Rayer, general manager at Amazon Publisher Cloud, built on AWS Clean Rooms. “For these publishers to be successful, they need to define and implement their first-party data strategy — even if they are starting from scratch — and engage with technology partners that can meet them where they are.”

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