Optimizing for first-party data
As one of Argentina’s leading daily newspapers, LA NACION has been at the forefront of innovation as the media landscape evolves. With their emphasis on new technologies, the publisher understood the importance of a strong first-person data strategy. Yet, customer information was fragmented across their many media properties, and they had no way to cross-reference data on various sites.
The solution, LA NACION decided, would be single sign-on technology that would help them collect and process user data more efficiently across platforms, and they knew that Google News Initiative’s (GNI’s) resources and expertise could help.
“We’ve collaborated with GNI on various projects over the last four to five years,” says Terrizzi. “Thanks to that close relationship, we were able to work together to quickly move forward with single sign-on implementation.”