As privacy regulations tighten and third-party targeting becomes less dependable, local publishers face a simple but urgent question:

Do you really know your audience?

On the latest episode of Keep It Local, Ryan Welton sits down with Todd Handy, CEO of Disruptive Impact and author of the newest LMII report, Winning with Zero and First-Party Data, to explore how publishers can build stronger revenue models through better audience intelligence.

From anonymous to known

For years, third-party data has served as the backbone of digital advertising. But regulatory shifts — including GDPR and expanding state-level privacy laws — are reshaping how audience targeting works.

Handy explains the hierarchy:

  • Zero-party data: Information audiences intentionally and explicitly share (newsletter preferences, zip code, topic interests, purchase intent).
  • First-party data: Behavioral signals observed across owned properties (reads, clicks, email opens, return frequency).
  • Second-party data: A partner’s first-party data shared directly.
  • Third-party data: Aggregated brokered data, increasingly limited and less reliable.

As third-party signals weaken, publishers must rely on what they directly observe — and what audiences willingly share.

“Anonymity is priced lower and lower every year,” Handy said. “Known audiences monetize better.”

Trust is the value exchange

Zero-party data only works when there is an obvious value exchange. Handy outlines three rules for collecting it responsibly:

  • Be clear about why you’re asking.
  • Be minimal — collect only what improves experience.
  • Give control — make it easy to adjust preferences or opt out.

When publishers follow those principles, data strategy strengthens audience trust instead of undermining it.

Revenue impact

Better data doesn’t just improve targeting. It enhances packaging and yield.

Segmented newsletter sponsorships, local intent programs, and category-specific advertising become more powerful when audiences have explicitly signaled interest.

The result: higher campaign performance, stronger advertiser outcomes, and less fragile revenue.

Handy emphasizes that this is not a technology initiative. It’s a strategic capability.

Built for implementation

The LMII report is designed as a practical playbook for local publishers operating with small teams and limited resources. It includes:

  • Clear definitions
  • Collection strategies that avoid audience fatigue
  • A phased implementation approach
  • Immediate action steps for the next 30 days

The report is available to LMII subscribers and can be purchased by others through the Local Media Association.

Would you like to sponsor a future episode of Keep It Local? Our membership is comprised of more than 3,000 local media companies of every size and medium. We have a variety of ways to get you in front of key decision-makers within the industry.

🎧 Listen on Spotify: https://open.spotify.com/episode/38HJ0lQvUKLN3x6baW6iO2
🎧 Listen on Apple: https://podcasts.apple.com/us/podcast/winning-with-zero-and-first-party-data-with-todd-handy/id1808196993?i=1000751058181
🎧 Watch on YouTube: https://www.youtube.com/watch?v=MjU2YskJ0IM

If you’ve listened to and enjoyed this podcast, please take a moment to leave us a review. That helps platform algorithms surface the content so that it can benefit other newsrooms.

Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary of this article, which was then edited by LMA staff.