Bloomberg Iris joins ranks of first-party media solutions

As the end of cookie-based identifiers nears on the world’s most popular and important browser, Google Chrome, publishers are ramping up their in-house solutions with Bloomberg’s Iris the latest solution on offer.

Reported by Ad Age, Bloomberg’s first-party data play, comes at a time when premium publishers are doubling down on the ultra-valuable, trusted relationship they have cultivated with both paying subscribers and signed-in users.

Details

• Iris will group signed-in users’ information into behavioural, contextual, personal and research buckets, drawing from across these sources to build segments against which direct or programmatic guaranteed clients can advertise. This does not include the finance-facing Terminal product.
• Work on the project began back in 2018, when Bloomberg first introduced a paywall on its consumer-facing publication, but then accelerated following Google and Apple’s statements that each would begin phasing out the use of third-party cookies for advertising.

Context

The financial publication joins titles like the Wall Street Journal/Dow Jones, the New York Times, and the Financial Times, in shoring up diverse revenue streams with direct relationships at the heart of the operation. Additionally, the Washington Post is developing a similar system that it is licensing to other publishers to create a much wider network.

Final thought

Premium publishers are in a “dual revenue stream business” with subscriptions and advertising increasingly seen as equal slices of the pie. “What matters to both of those is our audience: that we’re respectful of our audience, and that we know who our audience is, is more important than ever”  – Julia Beizer, global head of digital at Bloomberg Media.

Sourced from Ad Age, WARC