"Other communications, as Amy Rumpler, svp of search and social media services at Basis Technologies pointed out, tend to look ...
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Amid the shifting tides, one thing has become clear: Hollywood giants, including Netflix and Disney+, will look to profit off the more reliable troves of personal information that they can directly collect from subscribers, also known as first-party data, with their new streaming tiers (services without ads still collect data, but are far less likely to share that data outside their own platforms without a clear need to do so). “Across all media companies, the value of their first party audience data increases exponentially with the changes we’re seeing in the industry,” said Grace Briscoe, SVP of client development at Basis Technologies, an ad software company. “There’s going to be a lot of value if they can do it right.”
Read more in The Hollywood Reporter.