IAB’s Proposed Framework for GDPR ‘A Non-Starter’
March 19, 2018 at 11:06 am

A second publisher-side advocate has come out against the Interactive Advertising Bureau (IAB)’s proposed consent framework. Jason Kint is the CEO of Digital Content Next, a New York City-based trade association of about 70 premium publishers in the US and Europe, including The New York Times, ESPN, The…

New Initiative Deploys Humans to Review, Research and Rate U.S. News Sites
March 9, 2018 at 8:00 am

The Denver Post? GREEN. The fake news site the Denver Guardian? RED. A site that’s not putting out deliberately fake news, but is overwhelmingly influenced in its coverage by a funder that it’s not eager to disclose? Maybe a YELLOW. That’s the proposed ratings system underlying NewsGuard, an initiative launched…

How Social Graphing Can Improve Content Delivery
March 8, 2018 at 11:23 am

It was inevitable that as digital platforms diversify and proliferate, approaching audiences by channel is becoming increasingly untenable. “There are just too many channels,” says James Slezak, managing partner and founder of New Economy Lab and former VP and chief of operations for NYT Global. Publishers need to find a better way to of delivering…

How Northstar Travel Nearly Doubled Open Rates With Behaviorally-Targeted Emails
March 5, 2018 at 8:00 am

Demographic and subscription data are not always enough to determine what a subscriber needs and what content would interest them most. Behavioral data -- what articles subscribers actually read and how long they spend with certain content -- can be a much stronger indication of interest, said Len Roberto, Jr., director of audience data at…

How Used Data Modeling to Boost Renewal Rates and Price
March 1, 2018 at 8:00 am

In the relatively world of online publications featuring financial news and analysis, there certainly aren't many that can claim to have the sort of cache and name recognition of Today, TheStreet, Inc. boasts a rather formidable B2C unit featuring a suite of free newsletters, premium subscription products, an app, and more. Launched in 1996,…

New Survey Promotes Marketing to Identified Users
February 21, 2018 at 2:41 pm

What will programmatic advertising look like in a few years? For Meredith Corporation-owned Viant, people-based marketing is the trend, and the company has recently released a white paper that offers some evidence in support of that vision.

Why Deep Audience Insights, Not Scale, Are Key to Randall-Reilly's Future
February 14, 2018 at 8:00 am

Building daily usage of a site is difficult, meaning traditional ad revenue and even subscription revenue is difficult to achieve at scale for most B2B publishers, says Randall-Reilly VP of data Prescott Shibles. Instead, he believes B2B publishers should leverage their knowledge about their audiences on behalf of their advertisers. That data is much more…

GDPR Will Usher in Era of User-Controlled Data. Who Will Survive the Purge?
February 8, 2018 at 11:57 am

The GDPR hourglass is running out of sand yet one in four marketers aren’t confident their organization will be compliant by May 25th. With the threat of €24 million fines for failing to comply, offending vendors could be put out of business in a heartbeat. For publishers, it’s critical to vet vendors with whom you…