Pilot, the innovation arm of the National Association of Broadcasters, is conducting a program with support of the Google News Initiative to improve direct-to-consumer audience engagement to better serve local audiences.
The six-month program is designed to support broadcaster education as well as the implementation of first-party data and direct-to-consumer business models.
The program is in response to new challenges in digital advertising by seeking to guide broadcasters as they build out privacy-preserving business strategies, like those centered on the use of first-party data. According to Pilot, the phase-out of third-party cookies has “created a need for digital publishers, including broadcasters, to develop new solutions to facilitate digital advertising, while respecting their audiences’ evolving privacy expectations.”
The initiative kicked off on July 19 with a…
