Marketing Automation

Based in the UK, contributor Grace Kaye has given a lot of thought to how the General Data Protection Regulation will affect first-, second- and third-party data.

Programmatic ad campaigns have been around long enough that most publishers know them intimately. Know the ins and outs of what they can — and can’t — provide, and how they can be used to drive ad impressions and branding for advertisers. At its core, "traditional" programmatic advertising allows advertisers to efficiently purchase ads with…

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…

What if I said you could make $100 for every $1 you spend on audience development? It’s possible, but to achieve it, you’ll need to change your approach to audience development. For years now, I’ve been encouraging publishers to think more like direct marketers. Modern direct marketing has made a science out of nurturing cold…

New research sheds light on the processes companies use to choose their marketing technology purchases and manage vendors.

When assessing the best tools for content curation and project management, it’s important to identify what your needs are before diving

I recently read an article in The Atlantic lamenting the fall of Yahoo. “Today, Facebook and Google alone are slurping up the ad dollars … and Yahoo as we knew it has all but vanished. It won’t be the only web giant to fall.” As many stories about media seem to be these days, it…

Ever since digital marketing began commanding an ever-larger share of the overall marketing pie, interest in marketing automation

Today’s publishers can gather more types of information than ever about their customers: subscriptions, of course, but also pages viewed, content downloaded, comments posted, ads clicked or ignored, products purchased, external audience memberships, opt-in and opt-out requests, and plenty more. Customer Data Platforms (CDPs) are packaged software designed to gather data from all those sources,…

In an effort to better understand how publishers are focusing their technology strategies, Publishing Executive conducted a survey of the technologies publishers plan to invest in for 2017. Publishers also shared their prediction of which technology investment they expect to drive the greatest revenue growth in the coming year.