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posted by martyb on Friday July 19 2019, @03:21AM   Printer-friendly
from the it's-a-jungle-out-there dept.

The Washington Post is Preparing for Post-Cookie Ad Targeting:

The Washington Post has developed a first-party data ad targeting tool called Zeus Insights that offers detailed contextual targeting capabilities along with user-intent predictions for marketers. The goal: to give marketers a sophisticated ad-targeting tool that isn’t reliant on third-party cookies but still drives results despite stricter data-privacy stipulations laid down by regulators.

The Zeus platform monitors contextual data such as what article a person is reading or watching, what position they have scrolled to on a page, what URL they have used to arrive there and what they’re clicking on. The publisher will then match that data to its existing audience data pools, which it has accumulated over the last four years, to create assumptions on what that news user’s consumption intent will be. The technology uses machine learning to decipher the patterns.

However, The Post’s strategic goal isn’t just to provide ad-targeting options for advertising clients that want to wean themselves off reliance on third-party cookies; it’s also to widen other publishers’ ability to compete with the big tech platforms.

The Post plans to license the Zeus platform to publishers both domestically and internationally, by integrating it with its Arc technology platform, which it has licensed to publishers since 2016 and reaches a combined 750 million unique users globally, according to the publisher. The theory is that in doing so, publishers can compete more effectively with the scale and data-targeting opportunities provided by Facebook and Google.

[...] “In a world where third-party cookies are being killed and cookie pools are decreasing, we expect tools like this to increase in importance,” said Ryan Storrar, svp and head of media activation, EMEA for Essence. “Being able to action cookieless user data is a helpful step in the right direction to embrace privacy in precision marketing.”


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  • (Score: 3, Funny) by Anonymous Coward on Friday July 19 2019, @04:16AM

    by Anonymous Coward on Friday July 19 2019, @04:16AM (#868829)

    pssst... The red ones are better.

    Starting Score:    0  points
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    Total Score:   3