{"id":11311,"date":"2022-10-05T13:18:24","date_gmt":"2022-10-05T20:18:24","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=11311"},"modified":"2023-06-06T18:53:28","modified_gmt":"2023-06-07T01:53:28","slug":"as-the-cookie-crumbles-tegna-audienceone-brings-brands-and-fans-together","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/as-the-cookie-crumbles-tegna-audienceone-brings-brands-and-fans-together\/","title":{"rendered":"TEGNA AudienceOne Brings Brands and Fans Together\u00a0\u00a0"},"content":{"rendered":"

Back in January 2020, Google announced that it would begin paving \u201c<\/span>a path towards making third-party cookies obsolete<\/span><\/a>\u201d within two years for its Chrome browser,<\/span> which is used by nearly 50% of US internet browsers.”<\/span>\u00a0<\/span>While the pandemic delayed the initial timelines, Google has committed to providing a “healthy, ad-supported web\u201d <\/span>designed to \u201cfundamentally enhance privacy on the web\u201d by 2023<\/span>\u00a0<\/span><\/p>\n

At TEGNA, we see this shift as an opportunity to innovate.<\/span> In fact, traditional third-party audience segments have historically produced low performance. Since Google\u2019s announcement,\u00a0 we\u2019ve heard numerous marketing experts begin evangelizing and championing the use of first-party data – TEGNA experts included. <\/span>\u00a0<\/span><\/p>\n

Therefore, we\u2019re proud to announce the launch of TEGNA AudienceOne<\/a><\/em>, a new first-party audience targeting solution that can be activated across our <\/span>digital <\/span><\/a>ecosystem<\/span>, including TEGNA Websites & Mobile Apps<\/a> and our extended reach product, Audience Marketplace.\u00a0<\/span>\u00a0<\/span><\/p>\n

We know that TEGNA’s highly-engaged, affluent and local audiences are extremely valuable to advertisers.\u00a0 And these audiences are members of local communities and purchase<\/span> from, and engage with, local, regional, and national brands.<\/span>\u00a0<\/span><\/p>\n

By adding a new level of targeting sophistication to our digital capabilities, our advertising partners can use TEGNA\u2019s first-party audience data in a consumer-and-privacy-first approach, ensuring a brand-safe<\/a> and fraud-free environment that still allows advertisers to reach a target audience across multiple platforms.\u00a0<\/span>\u00a0<\/span><\/p>\n

How does TEGNA AudienceOne work?<\/span><\/b>\u00a0<\/span><\/h3>\n

Using first-party cookies, TEGNA AudienceOne<\/em><\/a> captures TEGNA\u2019s visitors and viewers across its digital platforms and saves them as an audience profile. For example, women aged 35\u201344 who happen to be a homeowner with children in the household.\u00a0<\/span>\u00a0<\/span><\/p>\n

We developed these audiences following the <\/span>IAB\u2019s taxonomy and standards<\/span><\/a> and with our top advertising categories in mind. Audiences span gender, age, household data, and consumer behaviors. In addition:\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n