Q&A with Vinay Shriyan from Scroll Media on harnessing the power of first party audiences and his data predictions for 2021.
Publishers continue to feel the pressure as they battle GDPR requirements in the EU, and CCPA in the US on top of the unrelenting competition from Facebook, Google, and Amazon and the impending deprecation of third-party cookies. These issues are all having an impact on the publishers' revenue goals. However, there is a powerful but relatively dormant source of revenue that a publisher might currently be sitting on - monetizing their first-party data.
Eyeota CEO, Kristina Prokop, chats with State of Digital Publishing about her career, her pathway into ad tech, how publishers can generate revenue from their data and her view on the deprecation of third-party cookies.
The IAB recently released their The State of Data report, which showed that more than $19 billion will be spent in the US on third-party data and on the technical solutions to manage this data in 2018, which represents a 17.5% increase on 2017.
