Rethinking Advertising Strategies for Publishers

This chapter explores the significant challenges faced by news publishers in the evolving advertising landscape, particularly in the wake of third-party cookie phase-out. It emphasizes the need for publishers to leverage first-party data and abandon reliance on inefficient ad tech systems that prioritize irrelevant ads. The discussion also highlights the importance of creating quality content and focused niches to attract brand advertisers, positioning news outlets as credible options for targeted advertising.