{"id":23905,"date":"2020-10-05T12:06:11","date_gmt":"2020-10-05T17:06:11","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=23905"},"modified":"2022-02-09T14:17:11","modified_gmt":"2022-02-09T20:17:11","slug":"grow-me-first-party-data-and-the-future-of-advertising","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/grow-me-first-party-data-and-the-future-of-advertising\/","title":{"rendered":"Grow: First-Party Data and the Future of Advertising"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Advertising<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">Grow: First-Party Data and the Future of Advertising<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Eric Hochberger<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2020-10-05T12:06:11-05:00\">October 5, 2020<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\n<p>Amid growing privacy concerns and the demise of the third-party cookie, the digital advertising world is being reshaped as we speak.<\/p>\n\n\n\n\n\n<p>Earlier this year, Google announced it would join Safari, Firefox and other web browsers by <a href=\"https:\/\/www.mediavine.com\/google-to-phase-out-third-party-cookies-by-late-2023\/\">phasing out third-party cookies and data tracking by late 2023<\/a>.<\/p>\n\n\n\n<p>We understand that this development was overshadowed by the craziness that is 2020, but it\u2019s been on our minds at Mediavine \u2014 and should be on yours.<\/p>\n\n\n\n<p>Why? Because this isn\u2019t just in-the-weeds tech stuff. The way data is collected and ads are served online is about to be fundamentally altered.<\/p>\n\n\n\n<p>Consider this: Google experimented and found that <a href=\"https:\/\/services.google.com\/fh\/files\/misc\/disabling_third-party_cookies_publisher_revenue.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">when third-party cookies disappear, approximately 60% of programmatic ad revenue will go with them<\/a>.<\/p>\n\n\n\n<p>Don\u2019t believe Google\u2019s prediction? Look at performance on Safari, right now.&nbsp;<\/p>\n\n\n\n<p>With third-party cookies already a thing of the past, the revenue publishers earn from iOS traffic (where Safari is the dominant browser) is significantly lower.&nbsp;<\/p>\n\n\n\n<p>Based on what we see when comparing Safari, without third-party cookies, to Google Chrome traffic now, that projected 60% drop is scarily realistic.&nbsp;<\/p>\n\n\n\n<p><em>(Check out this post to learn <\/em><a href=\"https:\/\/www.mediavine.com\/what-are-cookies-and-why-do-they-matter-for-advertising\/\"><em>what cookies are and why they matter in programmatic advertising<\/em><\/a><em>.)<\/em><\/p>\n\n\n\n<p>That kind of potential revenue loss is not something Mediavine (or Google) is taking lightly. The question becomes, what do we do about it?<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"734\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-17-1024x734.jpg\" alt=\"woman drinking coffee and looking at social media on her smartphone in a cafe\" class=\"wp-image-21685\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-17-1024x734.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-17-320x229.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-17-768x550.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-17-375x269.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-17-800x573.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-17-516x370.jpg 516w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-17-261x187.jpg 261w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-17-335x240.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-17-347x249.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-17-520x373.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-17-640x459.jpg 640w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-17.jpg 1168w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><br><strong>There are two main schools of thought in terms of solutions.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-the-privacy-sandbox\">1. <strong>The Privacy Sandbox<\/strong><\/h2>\n\n\n\n<p>Google is proposing a series of solutions under <a href=\"https:\/\/www.mediavine.com\/privacy-sandbox-google-revised-timeline\/\">The Privacy Sandbox<\/a>, including products with names you\u2019ll hear a lot over the next couple of years, such as <a href=\"https:\/\/www.mediavine.com\/privacy-sandbox-floc-testing-to-begin-soon\/\">FLoC<\/a> and FLEDGE.&nbsp;<\/p>\n\n\n\n<p>The heart of this approach is the concept of moving data collection to the browser and out of third-party blackboxes.&nbsp;<\/p>\n\n\n\n<p>In short, users (not publishers) will own their own data.<\/p>\n\n\n\n<p>As <a href=\"https:\/\/www.mediavine.com\/mediavine-wins-two-2019-google-certified-publishing-partner-awards\/\">Google Certified Publishing Partners<\/a>, we\u2019ll obviously be working closely with Google to implement their standards.<\/p>\n\n\n\n<p>However, these ideas are just part of the solution. They won\u2019t provide advertisers the same levels of targeting, and until Safari supports these same standards, they won\u2019t get the buy-in of the entire ecosystem. Which leads us to Option B:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-first-party-data\">2. <strong>First-Party Data<\/strong><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.mediavine.com\/first-party-data-grow-me\/\">First-party data<\/a>, or the ability for publishers to form a direct relationship with their readers and collect data themselves, has been touted as the solution for years.<\/p>\n\n\n\n<p>It makes sense. Ultimately, it\u2019s publishers who have relationships with their audiences. Who better to collect information and consent than the publishers themselves?<\/p>\n\n\n\n<p>Essentially, the idea is that publishers have their users log in to their website and in the process, consent to being served personalized ads.&nbsp;<\/p>\n\n\n\n<p>At that point, publishers can share users\u2019 data with advertisers, providing the same (or better) targeting capabilities as with third-party cookies.<\/p>\n\n\n\n<p>All while securing users\u2019 privacy, and obtaining consent.<\/p>\n\n\n\n<p>It\u2019s unrealistic for any publisher to expect their entire audience to login. Even paywalls, or \u201cfreewalls\u201d that are increasingly common on news sites don\u2019t capture 100% of users.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-1024x1024.png\" alt=\"infographic explaining differences between first and third-party data\" class=\"wp-image-23908\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-1024x1024.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-320x320.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-100x100.png 100w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-768x768.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-1536x1536.png 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-2048x2048.png 2048w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-1170x1170.png 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-375x375.png 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-800x800.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-400x400.png 400w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-250x250.png 250w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-175x175.png 175w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-370x370.png 370w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-229x229.png 229w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-187x187.png 187w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-335x335.png 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-347x347.png 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-520x520.png 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/First-Party-Third-Party-Data-FB-Infographics-06-640x640.png 640w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>The larger goal? Combining these two solutions<\/strong><\/p>\n\n\n\n<p>If publishers can entice some users to authenticate and provide first-party data, those users will become even more valuable than current programmatic users.&nbsp;<\/p>\n\n\n\n<p>This is because there will be a limited supply of authenticated users when third-party cookies go away, forcing advertisers to pay more to reach their target audiences.<\/p>\n\n\n\n<p><em>What about users who won\u2019t login and authenticate, a.k.a. the majority of users?&nbsp;<\/em><\/p>\n\n\n\n<p>That\u2019s where the Privacy Sandbox comes in. Authenticated users will be the most valuable audiences and the Privacy Sandbox will help with guests.<\/p>\n\n\n\n<p>Achieving this combination is how publishers will earn <a href=\"https:\/\/www.mediavine.com\/what-is-programmatic-advertising\/\">programmatic ad revenue<\/a> at current, or even higher levels, in the coming years.<\/p>\n\n\n\n<p><em>How do I, as a publisher, start this process?<\/em><\/p>\n\n\n\n<p>Mediavine is already developing Grow, a product designed for publishers to collect first-party data and authenticate their users.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-grow\">What is Grow?<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.mediavine.com\/what-is-grow-me\/\">Grow<\/a> is a series of user engagement tools and features designed for a common purpose: To deliver additional value to readers in exchange for those readers logging in and consenting to personalized ads.<\/p>\n\n\n\n<p>Put another way, Grow will create a better user experience for the reader, in exchange for allowing you to authenticate them and maximize earning potential.<\/p>\n\n\n\n<p>It will be transparent to readers, with a privacy-first approach.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"567\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/growme-mockup-culinary-compass-2.jpg\" alt=\"person using grow.me on phone\" class=\"wp-image-26250\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/growme-mockup-culinary-compass-2.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/growme-mockup-culinary-compass-2-320x227.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/growme-mockup-culinary-compass-2-768x544.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/growme-mockup-culinary-compass-2-375x266.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/growme-mockup-culinary-compass-2-522x370.jpg 522w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/growme-mockup-culinary-compass-2-323x229.jpg 323w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/growme-mockup-culinary-compass-2-264x187.jpg 264w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/growme-mockup-culinary-compass-2-335x237.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/growme-mockup-culinary-compass-2-347x246.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/growme-mockup-culinary-compass-2-520x369.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/growme-mockup-culinary-compass-2-640x454.jpg 640w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/growme-mockup-culinary-compass-2-735x521.jpg 735w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-will-grow-provide-value-to-readers\">How will Grow provide value to readers?<\/h2>\n\n\n\n<p>If you\u2019ve already <a href=\"https:\/\/www.grow.me\/\">installed Grow on your site<\/a>, you\u2019re witnessing the birth of this audience engagement framework.<\/p>\n\n\n\n<p>Currently, we\u2019re using an easy way for readers to sign in across the thousands of websites already running Grow: A single sign-on (SSO) allowing users to easily log in using their email, Google or Facebook accounts.<\/p>\n\n\n\n<p>Once logged in, readers are able to favorite and share posts across these thousands of websites, and save them into a single, shared bookmark list.<\/p>\n\n\n\n<p>We also provide a powerful, customizable search function, allowing readers to search your site along with any of their other favorites using Grow. This means readers can effectively start building their own personalized spot on the internet.<\/p>\n\n\n\n<p>Those are the features Grow has now, in October 2020. But they\u2019re just the beginning of where this product is going and what it\u2019s capable of.<\/p>\n\n\n\n<p>We think of Grow as a platform that encourages readers to consume more content while on your site, plus entices audiences to come back.<\/p>\n\n\n\n<p>The next two major features on the <a href=\"https:\/\/www.mediavine.com\/mediavine-2020-preview-road-map-for-a-new-decade-of-video-and-much-more\/\">roadmap<\/a> are the ability for readers to \u201cfollow\u201d their favorite publishers and to receive content recommendations, both via email and directly on their \u201cfavorited\u201d websites.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-not-just-use-newsletter-signups\">Why not just use newsletter signups?<\/h2>\n\n\n\n<p>Many publishers have asked this valid question. The reason, as we discussed at length in a previous article, is that <a href=\"https:\/\/www.mediavine.com\/grow-is-first-party-data-newsletter-signups-are-not\/\">newsletter sign-ups are not the same as first-party data<\/a>.<\/p>\n\n\n\n<p>However, we recognize how important they are to publishers, and we\u2019re committed to finding ways for your loyal readers to opt-in to your newsletter through Grow.<\/p>\n\n\n\n<p>As we said, this is just the beginning. The long-term, all-encompassing vision of Grow is allowing you, the publisher, to take back control of your audience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-grow-will-make-you-more-money-now-and-in-the-future\">Grow will make you more money, now and in the future<\/h2>\n\n\n\n<p>With every user that signs in to your website and gives you consent to serve personalized ads, you\u2019ll automatically make more money with Grow.<\/p>\n\n\n\n<p>This is happening now. We\u2019re<a href=\"https:\/\/www.mediavine.com\/newsroom\/mediavine-introduces-grow-me-a-publisher-led-first-party-data-solution-integrating-with-liveramps-authenticated-traffic-solution\/\"> partnered with identity pioneers like LiveRamp<\/a> and <a href=\"https:\/\/www.mediavine.com\/grow-me-the-first-unified-id-2-0-active-integration\/\">Unified ID 2.0<\/a> to start sharing your first-party data with advertisers TODAY.<\/p>\n\n\n\n<p>Looking at Safari, where third-party cookies are dead, you\u2019ll already see an increase in your revenue with Grow on each user who authenticates.<\/p>\n\n\n\n<p>The sooner you do this, the sooner you can start building an audience of logged-in readers, building up your percentage of authenticated users.<\/p>\n\n\n\n<p>But you won\u2019t just improve your <a href=\"https:\/\/www.mediavine.com\/ios-14-idfa\/\">iOS<\/a> earnings today. When the third-party cookie crumbles for good in the next few years, you\u2019ll be ready for the future.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"689\" height=\"460\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/blogger-analytics-689x460.jpg\" alt=\"top view of woman typing on laptop with office supplies scattered on table\" class=\"wp-image-8435\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/blogger-analytics-689x460.jpg 689w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/blogger-analytics-441x294.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/blogger-analytics-768x513.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/blogger-analytics-735x491.jpg 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/blogger-analytics.jpg 800w\" sizes=\"auto, (max-width: 689px) 100vw, 689px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-social-network-for-content-creators-by-content-creators\">The Social Network for Content Creators, by Content Creators<\/h2>\n\n\n\n<p>Think of the power contained within the walled gardens of the big-name social networks, only this time, you\u2019re inside the wall. Grow is a chance to change the game.<\/p>\n\n\n\n<p>For the first time, tools and widgets you previously gave to other social networks \u2014 along with the rewards they generate \u2014 will be within your control.&nbsp;<\/p>\n\n\n\n<p>Follow buttons that actually help you reach your own audience. Users who log in and actually help <strong>you<\/strong> make money, not faceless tech giants.<\/p>\n\n\n\n<p>A social network by publishers, for publishers. A community built for content creators that actually rewards them.<\/p>\n\n\n\n<p>Grow shares the same goals as Mediavine. To create sustainable businesses for content creators, and to make sure the web remains open and free.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-opt-in-today\">Opt-in today<\/h2>\n\n\n\n<p>We need your valuable feedback to develop the Grow features that will encourage readers to authenticate. Plus, as we mentioned above, opting in now gives you the opportunity to earn better from iOS users, as well as get a jumpstart on building that audience of authenticated users.<\/p>\n\n\n\n<p>You can get started with the Grow open beta today, right in your Mediavine Dashboard.<\/p>\n\n\n\n<p>If you have any questions, comments, or feedback on Grow, please email <a href=\"mailto:grow.me@mediavine.com\" target=\"_blank\" rel=\"noreferrer noopener\">grow.me@mediavine.com<\/a>.<\/p>\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/eric\/\" target=\"_self\">Eric Hochberger<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p 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9.7182656 11.714844 9.5722656 11.464844 C 9.4272656 11.215844 9.5585938 11.079078 9.6835938 10.955078 C 9.7955938 10.843078 9.9316406 10.663578 10.056641 10.517578 C 10.180641 10.371578 10.223641 10.267562 10.306641 10.101562 C 10.389641 9.9355625 10.347156 9.7890625 10.285156 9.6640625 C 10.223156 9.5390625 9.737625 8.3065 9.515625 7.8125 C 9.328625 7.3975 9.131125 7.3878594 8.953125 7.3808594 C 8.808125 7.3748594 8.6425625 7.375 8.4765625 7.375 z\"><\/path><\/svg>\t\t<span class=\"wp-block-outermost-social-sharing-link-label screen-reader-text\">\n\t\t\tShare on WhatsApp\t\t<\/span>\n\t<\/a>\n<\/li>\n<\/ul>\r\n<\/div>\r\n<\/section>\r\n<\/article>\r\n\r\n\r\n\r\n<aside class=\"wp-block-group aligngrid  is-animated-on-scroll-25 tribe-animation-type-fade-in tribe-animation-direction-bottom is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-320x180.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-768x432.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1536x864.png 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-680x383.png 680w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1280x720.png 1280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">6 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 21, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 This article was updated on January 21, 2026, to reflect the 2026 eCPM calendar. If you\u2019ve ever looked at your dashboard and thought, \u201cWhat just happened?\u201d You\u2019re not alone. eCPMs move seasonally. Sometimes dramatically. And while it can feel random in the moment, those swings usually have very little to do&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/best-ecpm-days\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"711\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png 711w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3-320x240.png 320w\" sizes=\"auto, (max-width: 711px) 100vw, 711px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">What to Expect From eCPMs in Q1 (And How to Plan for It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">5 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 Q1 has a reputation. For many publishers, it\u2019s the quarter where eCPMs cool off, dashboards look less exciting, and questions start popping up fast. Is something wrong? Did I miss something? Should I be worried? Short answer: probably not. Q1 behaves the way it does for reasons&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/what-to-expect-from-ecpms-in-q1-and-how-to-plan-for-it\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about What to Expect From eCPMs in Q1 (And How to Plan for It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/12\/mediavine-optimized-ad-experience-blog-post-graphics-03.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/12\/mediavine-optimized-ad-experience-blog-post-graphics-03.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/12\/mediavine-optimized-ad-experience-blog-post-graphics-03-320x213.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/12\/mediavine-optimized-ad-experience-blog-post-graphics-03-768x512.png 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Mediavine<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">The Future of Digital Advertising: Fewer Ads. Bigger Returns<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">4 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Dec 12, 2025<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 For years, digital advertising has been defined by one thing: more. More placements. More impressions. More clutter. But as advertisers and brands know all too well, more doesn\u2019t always mean better results. The industry is shifting toward smarter allocation, cleaner supply, and better outcomes. And Mediavine\u2019s proprietary&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/future-of-digital-advertising\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about The Future of Digital Advertising: Fewer Ads. Bigger Returns\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 Amid growing privacy concerns and the demise of the third-party cookie, the digital advertising world is being reshaped as we speak. Earlier this year, Google announced it would join Safari, Firefox and other web browsers by phasing out third-party cookies and data tracking by late 2023. We understand that this development&#8230;<\/p>\n","protected":false},"author":5,"featured_media":26250,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[112,14,92,113],"tags":[],"audience_post":[],"class_list":["post-23905","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-settings","category-advertising","category-grow-by-mediavine","category-products"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Grow: First-Party Data and the Future of Advertising - Mediavine<\/title>\n<meta name=\"description\" content=\"With growing privacy concerns and demise of the third-party cookie, Mediavine&#039;s Grow will help reshape the digital advertising world.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavine.com\/blog\/grow-me-first-party-data-and-the-future-of-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Grow: First-Party Data and the Future of Advertising\" \/>\n<meta property=\"og:description\" content=\"With growing privacy concerns and demise of the third-party cookie, Mediavine&#039;s Grow will help reshape the digital advertising world.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/grow-me-first-party-data-and-the-future-of-advertising\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-05T17:06:11+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-02-09T20:17:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/growme-mockup-culinary-compass-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"567\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Eric Hochberger\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavine\" \/>\n<meta name=\"twitter:site\" content=\"@mediavine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Eric Hochberger\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-first-party-data-and-the-future-of-advertising\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-first-party-data-and-the-future-of-advertising\/\"},\"author\":{\"name\":\"Eric Hochberger\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/ebd6f771035eb5c34fc588d95c5322bb\"},\"headline\":\"Grow: First-Party Data and the Future of Advertising\",\"datePublished\":\"2020-10-05T17:06:11+00:00\",\"dateModified\":\"2022-02-09T20:17:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-first-party-data-and-the-future-of-advertising\/\"},\"wordCount\":1370,\"publisher\":{\"@id\":\"https:\/\/www.mediavine.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-first-party-data-and-the-future-of-advertising\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/10\/growme-mockup-culinary-compass-2.jpg\",\"articleSection\":[\"Ad Settings\",\"Advertising\",\"Grow\",\"Products\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/grow-me-first-party-data-and-the-future-of-advertising\/\",\"url\":\"https:\/\/www.mediavine.com\/blog\/grow-me-first-party-data-and-the-future-of-advertising\/\",\"name\":\"Grow: First-Party Data and the Future of Advertising - 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