The State of Cookies and Data Privacy Laws: Publisher Responses Diverge Based on Size

From January to February 2020, CafeMedia and Digiday surveyed publishers about their shifting strategies and tactics in light of the evolving privacy landscape. 

Our research reveals that publishers of all sizes have needed to create new strategies as a result of increased privacy regulations and changes to how technology tracks consumers online – and that approach will vary based on publisher size.  

This whitepaper covers:

• Why publishers’ responses to privacy restrictions differ based on company size and resources
• How smaller publishers are using first-party data and contextual targeting to shore up ad revenue
• Why anonymized IDs are a promising tool — and why smaller publishers still struggle to use them
• Why technological approaches are becoming both more costly and more crucial