For publishers to succeed, they need to nurture a direct relationship with their audience, but they have actionable data for only 20% of site visitors. This article explores how publishers can unlock the value in their “unknown” audience.
My exclusive byline in ExchangeWire, exploring why, for most publishers, the “pivot to video” is a bad idea. Gaming the system isn’t even working in the short term …
Email is to publishers as Renee Zelwegger is to Tom Cruise. My byline in Talking New Media explores the many ways that email is core to how publishers do business.
My byline in MarTech advisor on personalization of content (pay) walls. This is effectively personalization of the business model to your audience segments. You think that first time visitor from Facebook is going to convert on your paywall? Nope, but you can expect much higher conversion rates by offering them something lower hurdle, like a 7 day guest pass in exchange for their email address.
Apple is blocking/deleting 3rd party cookies for Safari users in some situations. This hurts advertisers since their targeted (and especially retargeted) ads are less effective. But in particular, it hurts the ad tech providers that act as the middle men between advertisers and publishers – their entire value proposition is based on the ability to track and target consumers across the Internet.
I was quoted in this article on Axios:
This could be a good thing for publishers if it motivates advertisers to buy ad inventory directly, which is far more lucrative to publishers than programmatic. It could also force ad tech providers to pass through more of the revenue to publishers, since they are providing less of the value realized by advertisers.
How publishers can adapt when the rug is pulled from under the business model. My article in EContent Magazine:
In this guest post on Talking New Media, I explain how publishers can use paywalls (content walls) and email capture to extract exponentially more value out of social traffic.