Identity Coverage & First-Party Data Gives Publishers an Edge — But Investment Lags

Publishers know first-party data is critical, but Wunderkind’s 2025 Publisher State of the Union report finds that most are far behind in execution. Identity coverage is weak, audiences remain largely anonymous and personalization is limited — leaving a gap between strategic intent and operational readiness.

• Over half (54%) of publishers acknowledge the importance of first-party data but only 26% report active investment in first-party strategies, and a mere 6% have mature activation systems.
• Website traffic remains mostly anonymous: A vast majority (84%) of publishers are able to identify fewer than a quarter of unique visitors.
• Only 14% of publishers say they have robust strategies in place (such as first-party data frameworks or identity graphs) to identify a high percentage of their readers.

Wunderkind notes, "Low identity coverage is a critical weakness in an era where addressability drives revenue. Publishers should prioritize first-party identity strategies, combining login prompts, email capture and device-level signals, to move beyond session-based anonymity. Knowing your users is no longer a luxury; it's the foundation for subscriptions, personalization and high-yield ad targeting.”