- “[Publishers] have the audience, first-party data and inventory [that] third parties need to exist. Publishers should be comfortable they are getting fair value for the data they are sharing and shouldn’t be simply giving it away without confidence or certainty in the revenue they are generating.”
– Damon Reeve, CEO of The Ozone Project (Source: The Drum)
- “[Brands] who succeed in the post cookie and tracking world will be those that gain trust of their customers by providing complete transparency and control over what personal information they provide, how it is used and with whom it is shared. Brands will need to find ways to get to know their customers and show respect by only using the information they have collected with a very fair and transparent value exchange.”
– Sana Remekie, CEO and co-founder of Conscia (Source: CMS Wire)
- “Digital advertising is being rebuilt from the ground up, which is a once-in-a-generation opportunity. The ability to really rethink the way the industry operates and create a better environment for users, publishers and advertisers is something we must take advantage of.”
– Paul Bannister, Chief Strategy Officer at CafeMedia (Source: AdAge)
- “As publishers and advertisers seek to regain control of their first-party data and increasingly build their own walled gardens, advertisers will need to learn to reframe their understanding of effectiveness in terms of understanding audiences are still valuable even if they cannot measure them in the same way.”
– Ellen Hammet, Writer at Raconteur (Source: Raconteur)
- “It may seem counterintuitive, but subscription models can, in fact, raise ad revenues over the long term — but only if publishing teams are using data and agile tools to strike the right balance between the two revenue streams…”
– Tobias Arns, Head of Marketing at Cxense (Source: Cxense Blog)
- “At the same time we are seeing subscription streaming growth, we are also seeing an increase in ad-supported streaming — which we expect to accelerate as households and individuals cap the number of channels that they subscribe to…This will open new ad opportunities and also allow for increased targeting options across linear and digital/CTV. We do expect that spending becomes more fluid across the channels as advertisers seek audiences across their TVs and digital devices.”
– Bruce Biegel, Senior Managing Partner at Winterberry Group (Source: MarTech)
- “Diversifying revenue streams is key to succeed in this new landscape. The quality and quantity of content has never been bigger. However, with great challenges comes great opportunities, and some customers will be happy to subscribe to your output if it’s good and unique. The difference is that the free content will have to be thought of as a “top of the funnel” exercise that ultimately converts casual users into hardcore fans and subscribers.”
– Nadav Branstater, Founder & CEO of WebPick Internet Holdings ltd. (Source: Forbes)
- “The good news for publishers is that over the past decade people have become more willing to pay for content on the internet, something that was almost unheard of in the 2000s…The important thing to note here is that the content has to be high quality in order for people to pay for it – and for ad buyers to therefore be interested in your inventory.”
– Asaf Shamly, Product Director at Browsi (Source: Browsi)
- “Data sharing and tools that remove bottlenecks can help get everyone on the same page and working toward the same benchmarks. Every department should have access to dashboards that report quality, real-time data on subscription and ad performance. Department heads should review that data at cross-functional meetings so all team members know what content and reader behavior is driving subscriptions, which ad campaigns need fulfillment and what upcoming content can help the team meet its goal.”
– Christian Printzell Halvorsen, CEO at Cxense (Source: Digiday)
- “Instead of dismissing data sharing as too great a risk, [publisher] cooperatives should be embracing alternative ways of connecting their insight. By incorporating a decentralized, federated approach to Identity and audience, they can enable secure sharing, open up digital advertising horizons and a brighter future together.”
– Richard Foster, Chief Revenue Officer at InfoSum (Source: ClickZ)
- “Publishers should seek a direct dialogue with their agency and advertiser partners. It is imperative that lines of communication are open. It is also important that buyers clearly establish and convey their brand’s suitability strategies and concerns. Mutual understanding of a brand’s perspective will open up opportunities for buyers to leverage the unique combination of content and audience engagement that only a premium publisher can provide.”
– Jim Egan, VP of Global Strategic Sales at IAS (Source: Digital Content Next)
- “This is the perfect time for publishers to attempt to build a more meaningful relationship with their users. Most publishers have done a poor job explaining the value exchange of ads for content to their users historically. … Taking a more active approach of informing users will lead to more clarity on the value exchange, and users will feel more inclined to share information.”
– Kurt Donnell, President and CEO at Freestar (Source: AdAge)
- “Pubs are starting to find their voice in their relationships with advertisers and pushing back on executions that won’t work for the user—and ultimately won’t perform for the advertiser. That kind of publisher-advertiser relationship takes into account what the advertiser really wants to accomplish and how it best aligns with the products and solutions that the publisher knows will resonate with their audiences.”
– Lynne D. Johnson, Writer at Admonsters (Source: AdMonsters)
- “[Publishers] hold a lot more in common than what divides them. And audiences are no longer limited or hard to find — they’re just not being sought in the right places or thought of in the right ways…By creating content alliances to create richer content sets, you are stepping into a model that will provide your audiences with engaging content relevant to them and their interests, and in short order free yourselves from the reliance on players who publicly state that news sharing isn’t part of their business models.”
– Stephanie Himoff, VP of Global Publishers and Platforms at Outbrain (Source: Best Media Info)
