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March 4, 2021 |
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Reducing Latency, Improving UX, and Growing Revenue |
| 2021 is already shaping up to be an improvement over last year, crippling snowstorms and vaccine shortage be damned. For pubs, the year also presents something of a fresh start. They are genuinely taking a ‘nowhere to go but up’ mentality this year, making most of the dregs befalling ad tech to conduct thorough audits of their partners, re-evaluate their place in the client-side vs server-side header bidding ecosystem, improve their Google Core Web Vital scores and, ultimately, offset revenue losses from 2020. Read more. |
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Life Beyond the Page: Cashing in on Publishers' Brands |
| The latest trend in profit and brand expansion is not isolated to the music industry. It’s the writing on the wall for what media companies should and need to do with their brand prowess. What you read/ watch is as much a part of your personal brand as the music you listen to and the clothes you wear. If publishers want to remain in business through the 2020s, they need to embrace this brave new world and bring readers into their brand. Jimmy Hutcheson, CEO of Next Management Partners, shares some choice notes about brand extensions for publishers looking to remain relevant into 2021 and beyond. Read more. |
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PubForum Day 2 Keynote: Seb Tomich, SVP, Global Head of Advertising and Marketing Solutions, NYTimes |
| In 2020, The New York Times set a record for its subscription business. The news outlet added 2.3 million digital-only subscriptions last year alone, bringing the total number of subscriptions to its digital products and print newspaper to more than more 7.5 million. Hear how The Times is focusing on fewer, higher quality ads and using its first-party data to offer targeting based on emotional states and reader motivations to provide more powerful ad experiences. Register now. |
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| Top Stories |
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As the imminent death of third-party cookies and Google’s push for FLoC creates new headaches, publishers want to know that every SSP they work with has their back and that they are navigating the changes together. What’s more, they want to make sure their SSPs provide truly personalized service, reporting, tools, and value. Read more. |
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Now with the recent influx of premium streaming services like Disney+ and HBO Max, along with changing CouchSurfing consumer behaviors brought on by the Pandemic, it looks like OTT is really set to take off. In fact, according to North America OTT TV & Video Forecasts report from analyst firm Digital TV Research, the OTT market is expected to double over the next five years—raking in over $94b. That’s a whole lotta cheddar and nearly double the $49b OTT rang up in 2020. Read more. |
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Monetizing podcasts with ad tech is not without its challenges — fragmentation issues similar to those being faced by CTV remain to be solved, and it remains unclear how consent-based identity solutions like Apple’s IDFA will affect programmatic's ability to scale in the audio realm. Read more. |
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