If programmatic advertising has reduced readers to commodities, then Topix wants to be the ultimate trader. The site focuses on slideshows, the best way to get readers to cycle through multiple page views and earn more revenue per user. Topix’s most successful slideshow in 2016 earned $400,000. But getting that $400,000 required buying about $200,000 […]
Last year, the New York Daily News created a new advertising product to give clients a simple way to tap into the benefits of its data management platform (DMP). When clients opt in to the product, dubbed AdLift, the Daily News uses insights from the DMP to target and optimize their campaigns. Six months after […]
The New York Times saw its highest subscriber increase since 2011, the year the publication introduced digital subscriptions, following the November presidential election. It added 296,000 digital subscribers in the fourth quarter, up 19% from the previous quarter and a 45.9% increase year over year. CEO Mark Thompson said digital subscriptions had accelerated even prior […]
Year-old video news startup Cheddar is shaking up the current media model in two ways. On the content side, Cheddar wants to be the CNBC for millennials, quickly offering business news about the companies they care about. On the business side, Cheddar doesn’t see advertising as a main revenue driver. Instead, it’s struck deals with […]
Brooklyn-based health and wellness publisher Mindbodygreen is bringing on BuzzFeed exec Tessa Gould as COO to put more juice behind the content and commerce model. Gould, who started Monday, is the former head of commerce and VP of ad innovation at BuzzFeed, where she helped spur around $75 million in ecommerce transactions through BuzzFeed content […]
Chinese advertisers want viewability standards – but the country’s unique media landscape offers unusual challenges. “There is definitely a growing concern among advertisers here about wasted media budget and the transparency of their media buying,” said Martin Zhang, CEO and founder of Shanghai-based verification firm Adbug. Zhang is also chair of a Mobile Marketing Association China […]
Any publisher who is not a big platform company is on the express train to becoming a niche ads business, predicts Meredith Kopit Levien, EVP and CRO of The New York Times. “Up until now, we’ve been a niche consumer business with a $1 billion-plus newspaper ad business,” Kopit Levien said, speaking Thursday at AdExchanger’s […]
Fake news flourishes with easy access to programmatic revenue. Real news doesn’t. The online pub Slate – in the real news category – has been diversifying its revenue stream through subscriptions since 2014. But the 2016 US presidential election dramatically accelerated its membership growth – up 50% from 18,000 in November to 27,000 now. This […]
Facebook is trying to reset its relationship status with publishers from frenemy to friend. “That is an area we can do better in,” acknowledged Brian Boland, Facebook’s VP of publisher solutions. As for exactly how Facebook will build stronger ties with publishers, Boland only said, “We’re listening to our partners.” On Wednesday, Facebook unveiled its […]
When Bankrate decided to add header bidding late last year, it chose a server-side solution. “When we did our RFI [request for information], it became clear to me that server-to-server is a much better and more enhanced version of header bidding,” said Irene Kwak, VP of revenue operations for Bankrate. The financial publisher plans to […]
