Winning with zero- and first-party data with Todd Handy

Third-party data is fading. Privacy regulations are tightening. Platform referrals are shrinking.

So what’s the plan?

On this episode of Keep It Local, Ryan Welton is joined by Todd Handy, CEO of Disruptive Impact, to discuss his latest LMII report: Winning with Zero and First-Party Data.

Todd explains:

1. What zero-party is (and how it differs from first-party data)
2. Why anonymous impressions are losing value
3. How consent-based audience signals improve advertiser performance
4. The connection between data strategy and audience trust
5. Practical steps local publishers can implement immediately

If you don’t have a clear audience data strategy heading into 2026, you’re behind the eight ball.

📘 The LMII report is available through the Local Media Association. LMII subscribers receive access. Others can purchase at localmedia.org.

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