Newsletter Operator Why Billions In Revenue Just Shifted To Newsletters
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Feb 19, 2025 Tyler Bishop, Chief Marketing Officer of Ezoic and a pioneer in digital marketing, dives deep into the advertising landscape. He reveals the monumental shift from third-party to first-party data and its profound effects on publisher revenue. Tyler sheds light on evolving targeting methods, the implications of data privacy, and how publishers can harness first-party data for growth. He also discusses innovative strategies for maximizing revenue through newsletters and adapting to the changing dynamics in advertising.
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The Rise of Third-Party Data
- Advertisers bought the "dream" that third-party data was superior for targeting.
- This led to the widespread adoption of programmatic ad buying based on cookies.
Data Privacy Concerns Emerge
- Publisher skepticism and scandals like Cambridge Analytica raised data privacy concerns.
- Apple's move to block third-party cookies and regulations like GDPR disrupted the status quo.
The Shift to First-Party Data
- Advertisers, accustomed to programmatic buying, sought alternatives to third-party data.
- First-party data emerged as a more accurate and privacy-friendly targeting solution.