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 granular and detailed than massive platform like Facebook and LinkedIn can deliver, says Shibles, and is invaluable to B2B advertisers. Watch the complete interview to learn how Randall-Reilly is using audience data and marketing automation tools to drive greater value for its advertisers. Shibles spoke with Publishing Executive at the 2017 FUSE Media Summit.

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