Together Yahoo and Taboola are forming a contextual data powerhouse to reach consumers, important as cookies go extinct. As advertisers want to reach consumers at massive scale, but shouldn’t have to be trapped in walled gardens, this deal gives them massive scale from two trusted pioneers.
Consent will be a critical issue for publishers next year, according to Richard Reeves, managing director of the Association of Online Publishers (AOP). Specifically, Reeves means informed programmatic ad consent, as opposed to, say, email opt-in. Publishers are seeking tech solutions that “do not rely on personally identifiable information,” Reeves said in an interview with the UK’s PressGazette.
So much of the attention around the death of third-party cookies and its impact on the digital advertising industry is focused on the implications for brands and consumers, which is far from the complete picture. The digital publishing industry in the U.S. is massive and set to be shaken up as it heads into the cookieless future. However, for those publishers that leverage the right technologies, the death of cookies should be seen as an opportunity to generate new revenue streams and rebuild trust with their readers.
A headless system lets publishers store their content in one place, but distribute to any frontend. With more and more digital channels and devices available to consumers, publishers have had to adapt their publishing processes to reach audiences where they spend their time. This has led to a rise in demand for headless content management systems (CMS) that store content centrally, but distribute it across multiple display options.
