Lisa Ryan Howard is the Senior Vice President of Advertising at The New York Times. She discusses how the elimination of third-party cookies will impact digital advertising and outlines the key areas advertisers should focus on going forward, including understanding audience context, motivation, and propensity through analyzing topics, sections, emotions, objectives and history with the New York Times rather than relying on third-party data. She concludes by thanking the audience and looking forward to partnering with advertisers in 2022 and beyond.

1. Lisa Ryan Howard
Senior Vice President, Advertising | The New York Times

12. Life after the cookie

13. AUDIENCE

14. CONTEXT
PERSPECTIVE
20+
emotions
NEUTRALITY
SECTIONS &
SUBSECTIONS
COLUMNS
KEYWORDS
MOTIVATIO
N
MOTIVATION
12+
objectives
VIRALITY /
TREND
TOPIC
100+
subjects
AUDIENCE
PROPENSITY
Likelihood of an
action, like
purchase intent
FREQUENCY
History with
NYT
or with an ad
ENGAGEMEN
T
12+
clickable
models
INTERESTS
35+
segments
DEMOGRAPHIC
S
50+
segments
DESTINATIO
N
Where you’re
engaging (app,
mobile, etc.)

15. AUDIENC
E
CONTEXT
MOTIVATIO
N

17. Looking forward to
2022 and beyond
subscriber

18. Thank you!