How publishers tackle converting trial subscribers to full subscribers

Axel Springer, Schibsted and The Financial Times use reduced-cost trial periods and promotions to drive subscriber acquisitions, one area to watch is the number of "frequent buyers."

WTF is zero-party data?

The ad industry is evolving to a point where there are more opportunities to gather consented first-party data, otherwise known as zero-party data.

The Rundown: The myths of agency economics

The economics of the agency model keeps getting more complicated, and there are growing delusions from major agency execs when it comes to solving for these issues.

‘A lot of the time it’s intuition’: Marketers continue to struggle with attribution in influencer campaigns

As influencer marketing matures, it is getting new scrutiny in marketing organizations as to what exactly the results are -- and whether they match up with what the marketer paid.

WTF is TV ad caching constraint?

For addressable TV advertising to take off, the method by which addressable TV ads are stored will need an upgrade.

‘We’ve never had to adapt to anything like this’: Ad tech braces for more change

From the shift to first-price auction environments to the increasing pressure on resellers triggered by demand for more a more accountable digital ad supply chain, ad tech vendors are bracing for major changes over the next six months.

The fallout from Google’s unified-pricing auction changes

Supply-side vendors are mulling about how to mitigate any negative fallout from Google's unified pricing.

Confessions of an agency exec who works with DTC brands: They deny our existence

In this edition of Confessions, one agency exec who works with many DTC companies says that DTC brands always say they did everything in-house, even though they don't. It's done in an effort to create a mystique, says this person.