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Leveling the Playing Field for Local Media in a Cookieless World

White Paper

     As the industry prepares for fundamental changes to the digital advertising ecosystem, local publishers and broadcasters alike will need to navigate a post-cookie digital ecosystem that could negatively impact digital advertising prospects for the unprepared. With this change on the horizon, the Local Media Consortium along with digital media and advertising technology veteran Scott Cunningham launched NewsNext, a strategic initiative designed to redefine local media’s standing in the digital ecosystem, improve its sustainability and create a more privacy
compliant, scalable way to connect advertisers with consumers.

     Download our latest white paper which details the findings from and results of the NewsPassID pilot program, which commenced in June 2021 with four local media members, including McClatchy, E.W. Scripps, Lee Enterprises, and TEGNA. The whitepaper maps out the issues the two working groups addressed, discusses what was gleaned from the pilot program, and lays out the next steps for 2022.

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