'We're encouraged': NewsPassID passes its pilot phase, seeks further scale

The identifier boosted the value of impressions, even in environments that accepted cookies, by a minimum of 45%. February 10, 2022 Many local news publishers have trouble keeping up with the changes that have paced digital advertising over the years, so much so that some have even contemplated reducing their reliance on ads altogether. But the results of a recent test suggest those publishers might be able to keep pace with the business model taking shape as third-party cookies are deprecated. Read more below. - A test on Local Media Consortium’s identifier [found that using it led]( to significantly better outcomes for publishers. - Discussions at this year's IAB ALM [indicate the scale of the gulf]( that has to be addressed between the different tiers of the online media industry if the current projections of growth are to be realized. - The ad industry [is moving out of a pandemic-powered period of growth]( and into one of financial flux, where issues like inflation and bottlenecks in the supply chain make it harder for advertisers to drive demand. - Publishers are rethinking what the journey looks like for readers to become a subscriber. [More in this Digiday+ Media Briefing](. - The contradiction of the reality of data abuse [versus how it is perceived]( by two of the major players in advertising played out on Wednesday. - Perhaps it’s not a small world after all: the final three months of 2021 [provided a shot in the arm]( for Disney’s streaming subscription business. - Spicy snacks are back, baby! (Or at least Frito-Lay seems to think so). The company [is using the Super Bowl]( to make people see Flamin' Hot as its own brand rather than a flavor for chips like Cheetos and Doritos. Other things to know about - Google, ViacomCBS, EOS, Atmosphere and DraftKings are among this year’s Digiday Video and TV Awards shortlist nominees. [Check out the finalists here.]( - Publishers have the opportunity to collect fully consented data, [create a known audience, drive community engagement and more in 2022](. Sponsored by Viafoura - [Media quality can realign buyer and seller incentives]( and rid the industry of tiny video players commanding higher CPMs and other gamification. Sponsored by Adelaide. Top Stories Ivy Liu [Life Beyond the Cookie]( ['We're encouraged': NewsPassID passes its pilot phase, seeks further scale]( The identifier boosted the value of impressions, even in environments that accepted cookies, by a minimum of 45%. howdy! [Life Beyond the Cookie]( [‘IDs don't belong on the open web’: the pragmatic publisher’s case for privacy-first ads]( After a prolonged hiatus on the conference circuit, the ad tech hordes are again congregating with the IAB Tech Lab’s Annual Leadership Meeting taking place in New York City this week. [Sponsored by Eyeota]( [How brand marketers are bridging the B2C–B2B gap for refined audience insights]( With the walls between people’s personal and professional lives crumbling, brands are reapproaching the way they use B2C and B2B data to reach customers. Advertisement howdy! [Managing Through Crisis]( [‘Stability, not flexibility’: Making sense of 2022's ad spending narrative]( If anything, macroeconomic issues really impact where media dollars go, not how much is spent. That could mean good news for some businesses and bad news for others. It all depends on where those businesses sit in the ecosystem. [Sponsored by Seedtag]( [How contextual advertising drives trust and profits for publishers]( Contextual advertising provides an alternative to cookies to target audiences in a trust- and revenue-building way. howdy! [DIGIDAY+ MEMBER EXCLUSIVE]( [Media Briefing: How publishers are seeking to stretch their subscriber funnels]( In this week’s Media Briefing, media editor Kayleigh Barber looks at how publishers like The New York Times and The Daily Beast are exploring new ways to extend the lifetime value of their subscribers, including those who are not yet subscribers. Advertisement [Sponsored by Connatix]( [How advertising has measured up to its DE&I promises]( Download this new report to learn what brands and agencies have achieved since the summer of 2020, when the industry directed focused attention to DE&I. howdy! [Business of TV]( [The Rundown: Disney+ subscriber growth reaccelerates as Disney tops 196 million total streaming subscriptions]( While Disney+’s subscriber growth has not picked up to 2020 levels, it returned to double-digit quarter-over-quarter increases to hit 129.8 million subscribers. howdy! [Brands in Culture]( ['Massive growth of hot and spicy snacks': Frito-Lay's SVP of brand marketing on the Super Bowl, turning Flamin' Hot from a flavor to a brand]( Digiday caught up with Stacy Taffet, svp of brand marketing for Frito-Lay at PepsiCo, to get a sense of how the company is planning to turn a flavor into a brand and if advertising during the Super Bowl is still worth the price tag with lower ratings. [All Latest Stories]( [Modern Newsroom]( [Why Lauren Williams left Vox to create news nonprofit Capital B]( After raising $9 million in funding, Capital B aims to report on issues like politics, criminal justice and health specifically for Black people. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. 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