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Most of the evolved and technologically sophisticated publishers have been working on building the first-party data using UID, identity graph, logged-in environment, ad interactions, page clicks, searches, forum posts, comments, page information, etc. “The end of TP cookies has been a long-anticipated reality for publishers and advertisers on digital. Network18 COO - General News (Digital) and Revenue Head – Display Mitul Sangani said most of the evolved brands, advertisers, and publishers are in reasonably advanced stages of building/planning a solution for the cookieless world. He also suggested that publishers should increase reliance on direct advertiser revenue. Currently, data shared via 3rd party data collection platforms is highly opaque and without adequate control. Furthermore, publishers should build relationships with complementary firms in order to create defensible (in the minds of the consumer) data partnerships. To this end, Times Internet has been investing in its audience data platform for several years now and captures 1st party data that is unmatched in scale and richness amongst Publishers."Īccording to him, the publishers should also evaluate the Privacy Sandbox proposals continuously to see how these impact their homegrown platforms and methods. "Both of these will drive higher value in the direct advertising that comes to them. He believes that the publishers should use this time to increase engagement with their readers in a manner that allows them to capture more 1st party data. He also said that the delay in cookie phase-out is a blessing in disguise for publishers.