The State of the Industry report by Optable and Digiday highlights the challenges faced by publishers in monetizing audience data amidst evolving privacy regulations and the decline of third-party data usage. The report indicates a pressing need for publishers to enhance data collection and organization efforts. As reliance on traditional cookie-based data decreases, marketers are adapting with diverse strategies. Publishers are urged to develop strong customer relationships to maximize data monetization potential, with significant changes required in their operational mindset for future success.
"If publishers want to monetize, they need to increase their customer relationship practices to build up their data assets. We're one-third to halfway there in terms of publishers adopting that way of thinking."
"The way publishers structure their data today will directly impact their ability to collaborate with advertisers and monetize audience data in the future."
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