"We paused for about five minutes [after Google's announcement], and we just said, 'Oh.' But the plans were in place, and we were already on the path of a first-party targeting tool. I mean, we all believe this is the right thing for us," said Jen Dorre, svp of ad products and data at Hearst Magazines, on stage during the Digiday Publishing Summit in Key Biscayne, Florida, on Sept. 24.
"Google not doing away with third-party cookies in Chrome means for us that there's a little more seed data, a little bit of deterministic data that Hearst Magazines can use to build out its probabilistic models for cookie-less targeting and measurement," Dorre said.
"It's not so much going from a cookie-based to a cookie-less model for ad targeting and measurement but from a deterministic to a probabilistic one. The trick, though, is having the deterministic data as the foundation for the probabilistic models and having thresholds in place to preserve the integrity of the underlying data signals as they are projected across a broader audience."
"Case in point: Hearst Magazine's Aura is rooted in deterministic data - its first-party audience - and then combines that with contextual data regarding the types of content that people consume across its properties."
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