Advertising

How to Get Credit for the Traffic You Drive to Your Advertisers
October 14, 2019 at 10:27 am

When I work with a publisher on their digital strategy, the first thing we do is look to better monetize the digital assets that they already have. This includes an in-depth analysis of how they’re fulfilling and reporting on digital ad programs. Almost invariably, I discover that the publisher isn’t properly setting up their ad…

Why Audience Ownership Helps You Control Your Margins
October 8, 2019 at 10:32 am

The dawn of digital publishing brought about a tumultuous shift within the media landscape. Publishers have had to adapt to many emerging realities – but the latest challenge still hasn’t been fully overcome. Even if you found your place in the sun and now put all your efforts into creating top-notch content, it’s likely that…

7 Steps to Advertising to the Emerging Gen Z Consumer
September 30, 2019 at 11:13 am

Generation Z, the post-Millennial group of digital natives born after 1997, is arguably the most unique generation to come. Advertising to emerging Gen Z consumers, who have an insatiable desire for instant gratification and personalization in all aspects of their lives, is both as challenging and simple as it has ever been — an oxymoron in itself. But…

Advertiser Blacklisting and Its Silencing Effect on Journalism
August 20, 2019 at 10:19 am

Since the dawn of reporting, one question has been elevated above all others: Does this serve the public interest? In today's increasingly polarized news environment, advertisers are dictating the kinds of content they will and won’t associate their brand with. Increasingly, and unfortunately, the content they seek to distance themselves from is the very kind that serves the public interest most.

4 Ways to Restore Value in Publisher-Advertiser Relationships
August 8, 2019 at 11:31 am

The symbiotic relationship between advertisers and publishers dates back hundreds of years to the rise of print mass media, when branded advertisements emerged as a means of funding the handbills and newspapers that educated the general public, both in the U.S. and abroad. Throughout the centuries, the relationship between advertisers and publishers has evolved gradually.…

Concerned about Amazon's Growing Digital Ad Business? Turn to Email
July 29, 2019 at 11:26 am

For quite some time the digital advertising world has been described as a duopoly between Google and Facebook with every other online ad platform picking up the scraps. That state of affairs has been changing over the last few years, with Amazon’s advertising business catching up and becoming the third largest ad platform in the…

8 Ways to Increase Digital Ad Revenue by 50% or More
July 17, 2019 at 1:23 pm

I recently received a fantastic email from a single title B2B publication that I work with: “As of today, we are on track for $452,380 in digital revenue alone. This is a 66% increase over last year's digital revenues of $271,798!” How did they do it? We took a serious look at how the team…

The Internet Cookie Is Dead, and Marketers Should Plan for a Content-First World
June 25, 2019 at 2:03 pm

You’d be hard pressed to find anyone in the digital ad business who didn’t understand that the cookie’s days were numbered. But the news of Google Chrome's privacy updates showed there are very few people willing to admit that the cookie is already dead; it just hasn’t been buried yet. Here's why marketers will need to move past the cookie and look toward a content-funded future.