You probably have noticed that your favorite online newspaper or magazine has put up subscription pay walls that force you to buy a subscription or make a donation to them before you can read their content. The Save Journalism Project warns that this new pay-as-you-read arrangement will create two systems of journalism: higher-quality journalism worth paying for and restricted to those who can afford it, and free content that incentivizes sensationalism and outrage - - instead on fostering accuracy.
Advertisers pay the media companies to run those ads. It’s the money from the advertisers that keep the news outlets afloat.
Rather than using a de-identifying third-party data, the New York Times, for instance, according to the advocacy group, will rely on first-party data from its logged-in users. First-party data is tied directly to personally identifiable information like user names and email addresses.
While media giants have the funds to set up first-party data systems, it’s a move that small companies cannot afford. This will give large companies an advertising advantage that will enhance their profitability. Smaller companies will be left unarmed.