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The NY Post is turning first-party data into direct deals, with a little help from its friends
The New York Post is transforming its advertising strategy by leveraging first-party data to secure direct deals with advertisers, a shift facilitated by its partnership with Permutive and Prohaska Consulting.
Written by
The Permutive Team
Permutive’s platform plays a crucial role by enabling the NY Post to analyze user behavior across its properties, including video content and sports-focused audiences, and integrate insights from its parent company, News Corp. This collaboration has led to the creation of products like the Post Sports+ subscription newsletter and the New York Post ID, an IP-based identifier that tracks users across devices, even when they’re not logged in.
By adopting these strategies, the NY Post is moving towards a more sustainable and profitable advertising model, reducing reliance on third-party cookies and gaining greater control over its monetization efforts. Read more on AdExchanger here.
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