When the ad tech company Minute Media acquired the publication Players’ Tribune in 2019, the deal underscored how consolidation is creating unlikely portfolios. “For years, we thought it would be difficult long term to be a standalone publisher, which was why we focused on being a standalone tech platform,” said Asaf Peled, CEO of Minute […]
The Gist co-founder Ellen Hyslop believes women care about sports news – they just don’t care for the way it’s presented. When Hyslop captivated her friends with her account of the Toronto Maple Leafs making it to the NHL playoffs, they all realized they had stumbled onto a winning idea. More women deserved to hear […]
Consider 2021 the age of consent. The end of third-party cookies is pushing nearly everyone in the supply chain to try to figure out how to get consumers to opt in – including a growing number of ad tech companies that are attempting to create their own consumer-facing consent mechanisms. It’s a new and largely […]
The end of the third-party cookie won’t happen for nearly a year, but thanks to GDPR, Axel Springer was prepared for the shift: the publisher hasn’t used third-party data in the ad campaigns it sells since the end of 2018. Instead, it’s shored up its technology, working to create scalable first-party data. The German news […]
Even though The Weather Channel’s advertising business remained strong during the pandemic, relying on advertising alone is risky for a media company, even one that specializes in unique data and tech. “We’re at an inflection point. With all the changes happening in advertising with privacy, and identifiers and cookies being eliminated by the big tech […]
When BuzzFeed ramped up its affiliate business recently, one group of products consistently popped up in its top ten: sex toys. Though some might blush, BuzzFeed was proud of its nuanced, sex-positive coverage of sex toy product recommendations. BuzzFeed wasn’t trying to sensationalize, but to be inclusive of all sexual orientations and body types in […]
Food52 is taking the lid off its first-party data platform. The hybrid publisher-retailer concluded it needed to improve ad buyers’ access to its data, said Matt Greenberg, SVP of brand partnerships at Food52. Advertisers were asking Food52 about its data, so the demand was already there. And publishers are building first-party data solutions left and […]
The majority of BuzzFeed’s ad deals – 65% – now use its first-party data to target ads. And the publisher also provides data matching, insights and optimization powered by data from its 104 million monthly users. To make these data capabilities easier for advertisers to access, BuzzFeed is collecting them into one product, dubbed Lighthouse. […]
Digital ads that use The New York Times’ first-party data accounted more than 20% of the Times’ core ad revenue in Q4 of 2020. The year before, revenue from ads with first-party data totaled just 7%. Overall, digital ad revenue fell 2% from the year before, to $90.1 million. Q4 revenue overall rose .2% to […]
After Microsoft determined that using the Verizon Media supply-side platform (SSP) for its display inventory increased CPMs in September, it officially switched – the companies said Thursday – making Verizon Media its primary SSP for MSN and Outlook inventory across nine markets, including the United States. The switch validates the work Verizon Media has done […]
