There’s an endless debate over why brand dollars aren’t flocking to the online space at the same rate as consumers are shifting their eyes and dollars to digital content and commerce. Some blame the unworkable array of point solutions in ad tech, making the handling of big data for targeting, measurement and the verification of inventory daunting and expensive. Others blame the quality of inventory creative and the uncertainty of the verification industry, which often simply looks at a publisher’s aggregate audience without examining deeper variables, such as whether a website is a match for content quality, relevance and consistency. Few are talking about the receptivity of a consumer in the context of a web environment, according to Andrew Lerner, a 20-year publishing veteran and CEO of startup Trust Metrics. Lerner cites as an example a goth site targeting young women that was hosting a name-brand bleach ad that was repeatedly served to an adult male. Those missteps don’t have to happen, Lerner believes, if brands begin to look at the big picture on ad spend.
Media Briefing: The case for and against monthly and annual subscriptions in the battle for retention
There are no one-size-fits-all solutions for improving retention in a subscriptions business. While annual subscribers might stick around longer for some, other publishers will have better luck with monthly plans.
Digiday+ Research: The economy will hit the media and marketing industries this year, but differently
The economy will plague both the media and marketing industries in 2023, but the hit will be uneven between publishers and agencies.
Podcast ad buyers have yet to see a slowdown
Ad buyers have yet to see clients cut their podcast budgets – though the time of podcasts as the shiny new medium may be coming to an end.
SponsoredWhy Best Buy Ads sees retail media as integral to its customer-centric purpose
Sponsored by Best Buy Ads Retail media networks have become critical for marketers, with retailers investing in ways that enable advertisers to engage consumers across online and offline channels. Given the wealth of retailers’ first-party customer data and measurement capabilities, retail media networks have become a natural fit for augmenting performance marketing programs. Alongside the […]
The programmatic open marketplace is faltering, but publishers see a bright spot in private programmatic deals
Publishers are coming to terms with their open programmatic marketplace RPMs being 20-55% lower than they were this time last year, but the hope is that programmatic guaranteed deals will make up the deficit.
Atlas Obscura wants to be profitable before raising funds in a tricky media market
Atlas Obscura wants to turn a profit this year before it raises another funding round, at a time when publishers are facing lower valuations and pickier investors as deal activity slows.