Here are two names I never thought I’d see together: Meredith and Kroger. The media conglomerate and the supermarket chain recently partnered to launch an audience-targeting service.
The goal is to solve for the end of third-party cookies, which currently fuel much of the digital advertising system. New privacy restrictions mean that publishers now have to hunt for first-party data to replace that third-party info.
How they’re getting it done:
- Brands can now use Kroger’s data to advertise in Meredith publications like People and InStyle.
- This could encourage brands to increase advertising in Meredith publications, since they’ll have more stats to measure performance.
Meredith needs advertising $$$ ✨now more than ever✨. From March to May, an estimated 36,000 U.S. news media company employees had been laid off or furloughed, or had their pay reduced.
“This advertising downturn has been swifter and more severe than what we experienced during the trough of the Great Recession,” said Meredith’s CEO in the company’s last earnings report.
My takeaway: This partnership represents just one approach to collecting more first-party data as other publications experiment with different cookie workarounds.
The Link LonkAugust 05, 2020 at 11:45PM
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Meredith Eats Some Kroger Cookies - Morning Brew
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