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…

More Choices & Functions Make Buying A CDP More Difficult for Publishers
January 24, 2018 at 8:00 am

Not so long ago, all publishers needed to know about their subscribers was their name, address, and expiration date. Today, a customer record can include search requests, content selections, email opens and clicks, web page visits, demographics, advertisement history, desktop and mobile devices used, and much more. Traditional fulfillment systems weren’t designed to handle this…

Bots, GDPR and Second-Party Data: Why Data Quality is King in 2018
January 19, 2018 at 12:31 pm

With 2017 now behind us, it’s time for publishers and advertisers to look ahead. Data -- and the insights they provide -- will continue to play a role for marketing campaign success in 2018. However, instead of data volume, advertisers are becoming increasingly focused on how to get their hands on only the best-quality insights…