In an emerging cookieless world, first-party data is essential for publishers to effectively segment, engage, and convert audiences. But what kind of data should you be capturing and how can you activate it? In this Hot Topic discussion, you’ll learn: How MediaNews Group (MNG) is activating first-party data to grow its paid digital subscribers; How on-site engagement data is playing a critical role in understanding audience interests, sentiment and propensities to register and subscribe; Which buying signals are driving tactics that score and dynamically paywall readers; and The tech stack MNG is using to action first-party data and drive users through the funnel.  Presented by: