Looking forward, dynamic paywalls are likely to have the longest life span as third-party cookies are phased out. This is due to a number of key reasons. Firstly, they will become an invaluable source of first-party data that integrates directly into a publisher’s overarching data-driven strategy. Secondly, publishers will gain the highest chance of conversion because these intelligent paywalls examine each ‘individual’s propensity to subscribe.’
This propensity modeling approach ensures each reader has a personalized
surfacing content that aligns with their interests and only prompting them to become a paying subscriber when they are ready.