How First-Party Data is Transforming Consumer Media in 2025: Lessons from Industry Leaders

Last updated: August 26, 2025

OX8 consumer media panel talking about first-party data

In the past, consumer media companies thrived on traffic-driven revenue, relying heavily on third-party platforms like Google and Facebook to fuel audience growth. But as these platforms evolve and privacy regulations grow stricter, many publishers are realizing that the old model no longer works. Search traffic is down, and social media platforms are making it harder for media companies to capture valuable audience data.

The solution? First-party data. This valuable resource—data collected directly from users as they engage with a media property—has become a key asset for consumer media companies looking to navigate the shifting landscape. First-party data helps build direct relationships with audiences, improve content personalization, and open up new avenues for monetization. In this blog, we dive into a panel conversation from OX8 about how leaders from the New York Post, Blavity, and Zoomer Media are using first-party data to reshape their strategies, from content creation to audience engagement and new revenue models.

Understanding First-Party Data in Consumer Media

First-party data refers to the information that media companies collect directly from their audiences. This data is a goldmine for publishers because it provides actionable insights into how users interact with their content and products.

For example, New York Post uses first-party data to track behavior on its website and across platforms. By understanding which types of content resonate with their audience, they can not only refine editorial strategies but also personalize the user experience, increasing engagement and retention. As Ariscielle Novicio, CTO of the New York Post, puts it:

“We need to redefine our business and this has been a perfect opportunity for us to really challenge ourselves and how we should diversify our portfolio and how we should think about engagement and really owning our users.”

This shift toward ownership of their user base is central to their strategy of building direct relationships with readers rather than relying on third-party platforms.

This data can include:

Behavioral data (e.g., page views, time spent on content)
Demographic data (e.g., age, location, device used)
Transactional data (e.g., subscriptions, purchases)

With this kind of insight, media companies can craft more relevant content and targeted advertising, building a more loyal and engaged audience.

The Shift from Mass Traffic to Targeted Engagement

Historically, consumer media companies have relied on high-volume traffic driven by search engines and social platforms. However, this model is becoming increasingly unreliable as search traffic drops and social media algorithms evolve. The New York Post, for example, reported a significant decrease in traffic from platforms like Google and Facebook, which used to be their primary traffic sources.

The solution? Focusing on known users—those who have already interacted with a publisher’s content. These users are more likely to return, engage, and convert into subscribers.

By focusing on behavioral and transactional data, Blavity is able to better tailor its content to specific audience segments and ensure higher engagement. Instead of chasing mass traffic, media companies are now investing in creating high-quality, targeted content that resonates with their core audience.

As Merin Pasternak, SVP of Commerce and Consumer Media at Blavity, points out, tapping into this data allows companies to better align content with what their audience actually wants:

“We’re tapping into the information that helps us understand the behavior of our users and program accordingly. It informs our content and events strategy.”

How First-Party Data is Driving Personalization and Content Strategy

Personalization is at the heart of using first-party data effectively. By leveraging detailed insights from user behavior, consumer media companies can refine their content strategies to provide more personalized, relevant experiences.

For New York Post, first-party data allows them to segment their audience by interests (e.g., US news, business, pets). This segmentation helps them serve targeted content to specific user groups, increasing the likelihood that users will engage with the content that matters most to them. As Ariscielle Novicio shares, the New York Post now thinks about their audience as:

“Not just anonymous users… but everybody that comes to our site. We have the technology to know who they are and know what they’re doing on our platforms and even off platform.”

Blavity, too, taps into behavioral data to determine what topics resonate with its diverse audience. This enables them to tailor content across different verticals—such as travel, fashion, or news—to ensure that each segment is receiving the most relevant information.

This approach to content personalization doesn’t just increase engagement; it also drives long-term audience loyalty, as users feel more connected to the content that aligns with their needs and interests.

First-Party Data in Monetization: A New Revenue Model

Monetization has been a primary challenge for consumer media companies, especially as traditional ad sales models face increasing pressure. However, first-party data is opening up new avenues for revenue.

Publishers like New York Post are using data to optimize programmatic advertising, enabling them to sell more targeted ad inventory. By understanding audience segments in depth, media companies can offer advertisers more precise targeting opportunities, which increases the value of the ad space. As Dustin Titus, CRO of Zoomer Media, notes:

“I like the idea of a hosted audience. I like watching what’s trending for us from an editorial perspective and then making sure I’m collecting the data points I need to sell that to the advertiser and the buyer.”

This allows Zoomer Media to provide advertisers with more actionable insights and target ads based on real user behavior. Additionally, Zoomer Media is tapping into first-party data to match advertisers with high-value audience segments. For example, their data-driven approach allows them to partner with home improvement companies and ensure that ads reach consumers who are likely to engage with those products, based on their behavior and interests.

Finally, New York Post is increasingly focused on subscription models as another key revenue stream. Using first-party data, they can identify users who are likely to convert into subscribers and tailor content to those audiences, improving the effectiveness of their paid content offerings.

Overcoming the Challenges of Data Collection and Activation

While first-party data is invaluable, there are challenges in how it’s collected, managed, and activated across different teams. New York Post and Blavity have both made significant investments in data infrastructure to ensure they can effectively capture and activate data in real-time. This includes integrating data across content management systems, customer relationship management (CRM) platforms, and marketing tools to provide a seamless experience for both the company and the user.

Another challenge is ensuring that data privacy and compliance are maintained. As privacy regulations become stricter, it’s essential for media companies to maintain transparency with users about how their data is being collected and used. Ensuring a balance between personalization and privacy is crucial in building trust with the audience.

Lastly, one of the challenges highlighted by Blavity is collaboration between editorial, sales, and audience teams. By ensuring these teams share insights and work together to activate data, media companies can create better-targeted content, optimize ad strategies, and ultimately drive higher engagement and conversions.

The Future of First-Party Data in Consumer Media

Looking ahead, first-party data will continue to be a cornerstone of consumer media strategies. The increasing sophistication of AI and machine learning will allow media companies to analyze vast amounts of first-party data more efficiently, helping them make more informed decisions about content creation, personalization, and monetization.

Additionally, the growing focus on premium content and subscription models will likely continue. With first-party data, publishers can more accurately identify which users are willing to pay for exclusive content, allowing for more targeted subscription offerings.

New York Post, for example, is already leveraging first-party data to refine its subscription strategy. By better understanding user preferences, they can create tailored offers that drive higher subscription conversions.

As the media landscape continues to evolve, consumer media companies that invest in first-party data will be better equipped to build long-term, sustainable relationships with their audiences—and generate new revenue opportunities.

Wrapping It Up

First-party data is no longer a nice-to-have for consumer media companies—it’s an essential tool for survival in an ever-changing digital landscape. By leveraging first-party data, publishers can create more personalized experiences, optimize monetization strategies, and foster stronger, long-lasting relationships with their audiences.

For consumer media companies, the message is clear: prioritize first-party data, invest in the right technology and infrastructure, and focus on creating valuable, personalized content. The results will speak for themselves.

Want to watch the full Consumer Media Panel session from OX8?

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