Third-party cookies are vanishing, privacy laws are tightening, and publishers are under pressure to boost subscription revenue without eroding reader trust.
The answer isn’t a new gimmick. It’s first-party data: real, consent-based insight straight from your audience. Publishers succeeding in today’s environment aren’t chasing clicks. They’re building relationships. They’re collecting and activating first-party data to deliver better experiences and drive predictable, high-margin subscription growth.
Why First-Party Data Is the Future of Subscription Growth
First-party data is information a publisher collects directly from its audience, like email addresses, reading habits, preferred topics, device types, and more. Unlike third-party data, which is aggregated and shared across the open web, first-party data is permission-based and deeply contextual. It’s a direct line of insight into who your audience is, how they engage, and what they value most.
This kind of data is critical for powering the entire subscriber journey. Publishers can use it to personalize newsletters, optimize paywalls, identify high-intent readers, and deliver subscription offers that actually resonate. More importantly, it helps reduce dependency on opaque algorithmic platforms and third-party intermediaries. With first-party data, publishers can control their own audience destiny.
Why It’s Harder Than It Looks
Collecting first-party data sounds simple in theory, but in practice, it’s tough. Readers are distracted. Trust is fragile. And many publishers are still asking for too much, too soon, resulting in low opt-in rates and lost opportunities.
The challenge isn’t simply putting up a form and hoping someone fills it out. Publishers must create an experience where readers see value in sharing. Timing, context, and clarity are everything. A first-time visitor doesn’t need a full-screen paywall. A loyal, engaged reader might.
If your only ask is a giant “Subscribe Now” banner shown to every visitor on page load, you’re treating every reader like they’re at the same stage of the journey. Spoiler: they’re not.
How to Earn First-Party Data: Ask Smart, Not Loud
Every visitor interaction is an opportunity to start a conversation. The key is to make the ask relevant, respectful, and timely.
For example, a reader who scrolls 75% through an article clearly finds value in your content—perfect moment to invite them to sign up for a newsletter or unlock more articles with registration. A returning reader who visits your site three times in a week? That’s a great signal to present a tailored subscription offer.
Progressive engagement matters. Start with a soft ask (email sign-up), then offer deeper value (customized content, subscription deals) as the relationship develops. This approach not only earns more data, it earns more trust.
With Admiral Connect, publishers can do just that. Our identity and consent module makes it easy to collect emails and other first-party data at the right time, in the right context—no dev work required. And because Connect is integrated into the full Admiral VRM platform, you can immediately act on the data you collect.
Case Study: The New York Post Monetizes 1 in 4 Adblock Users
The New York Post partnered with Admiral to launch a privacy-first adblock recovery campaign. Rather than push generic requests, they presented a thoughtful, value-based ask: support our journalism by allowing ads. Because they had control of the visitor journey and could target high-value users contextually, the results were significant.
More than 1 in 4 adblock users consented to allow ads, immediately transforming a previously unreachable segment into a monetizable audience.
How the New York Post Turned Adblockers Into Subscribers
Discover how NYP used a respectful, value-driven approach to monetize 1 in 4 adblock users and turn consent into long-term audience growth.
That moment of consent is powerful. Not only did it unlock ad revenue, but it created an opening to build a deeper relationship. With that initial trust established, the Post could follow up with newsletter prompts, registration requests, and personalized offers—each building on the last.
First-Party Data Is the Foundation of VRM
At Admiral, we believe every visitor interaction is an opportunity to grow relationships and revenue. That’s the philosophy behind Visitor Relationship Management (VRM). First-party data isn’t just something you collect—it’s something you earn.
With Admiral VRM, publishers can:
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Launch privacy-first data collection journeys
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Target based on behavior and context, not guesswork
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Build loyalty with personalized experiences
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Recover revenue from adblock users
All from a single tag on site.
What Comes Next: Growing Value From Consent
First-party data is just the beginning. The real power comes when you use that data to shape the journey—delivering smarter, more personalized experiences at every stage.
A visitor who shares their email might get a tailored newsletter. A registered user might see exclusive content or loyalty offers. And a paying subscriber? They get a frictionless, premium experience that keeps them coming back.
Done right, this approach not only increases conversions, it builds community.
Final Takeaway
Subscription growth isn’t just about tactics. It’s about trust. When you respect your visitors, ask thoughtfully, and deliver consistent value, they’re more likely to share the data that helps your business grow.
And when that data stays with you—not with a third-party broker—you’ve built something sustainable.
Want to see how Admiral can help you earn more first-party data and turn it into sustainable growth?
