The New York Times will no longer use 3rd-party data to target ads come 2021, and it is building out a proprietary first-party data platform.

Beginning in July, The Times will begin to offer clients 45 new proprietary first-party audience segments to target ads.

• Those segments are broken up into 6 categories: age (age ranges, generation), income (HHI, investable assets, etc.), business (level, industry, retirement, etc.), demo (gender, education, marital status, etc.) and interest (fashion, etc.)
• By the second half of the year, The Times plans to introduce at least 30 more interest segments.

Source/Read more here: https://www.axios.com/new-york-times-advertising-792b3cd6-4bdb-47c3-9817-36601211a79d.html