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»Publishers

Media Companies Bring Programmatic Concepts To Sponsor Deals

Publishers are learning to love influencer marketing as a way to grow broader advertising and sponsorship deals. “An advertiser might come with a traditional sponsorship package, and to complement that, they want a programmatic component,” said Rachel Parkin, SVP of strategy and sales at digital media company CafeMedia. CafeMedia owns a network of women’s interest... Continue reading »
by James Hercher // April 13th, 2017 //
»
Oscar-Nominated ‘Lion’ Reels In Values-Oriented Audience With FamilyShare

The Weinstein Co.’s Oscar-nominated tearjerker “Lion” was a big hit in markets where the distributor expected to see more modest results – including Salt Lake City, Boise, Kentucky, Dallas, Houston, Nebraska, Minneapolis and Las Vegas. Native content created by values-oriented publisher FamilyShare and distributed on Facebook improved the box office receipts in those markets. The... Continue reading »
by Sarah Sluis // April 11th, 2017 //
»
Vice Stocks Up Data Arsenal To Improve Advertiser Results

Like other platform-focused media companies, Vice produces lots of data. Its sources include an ad server, programmatic ad exchange, data management platform, site analytics, viewability analytics, order-management software, Facebook and YouTube. As the media brand increased its data team from one to three data scientists, Vice knew it needed to collate its sources and automate... Continue reading »
by Sarah Sluis // April 4th, 2017 //
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Newspapers Begin Staking Out Affiliate Programs

Affiliate marketing is old news, but not for newspapers. Most startup and legacy lifestyle publishers, such as Refinery29 or Condé Nast, and digital-first news companies have had affiliate networks quietly churning out reliable, incremental revenue streams. Now some newspapers, built on crumbling subscription and print advertising pillars, are starting to come around to the idea.... Continue reading »
by James Hercher // March 30th, 2017 //
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Retale Offers In-Store Foot Traffic Guarantee On In-App Inventory

Location-based shopping app Retale will now offer advertisers a warranty: foot traffic or your money back – at least in the form of a media makegood. As of Tuesday, Retale will start doling out performance guarantees against its ability to drive in-store traffic within specific time parameters. “We don’t talk to anybody anymore that doesn’t say they... Continue reading »
by Allison Schiff // March 29th, 2017 //
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Facebook Launches Header Bidding, Turns To Partners For the Tech

Facebook is taking the wraps off its header bidding solution, but it’s relying on partners to build the technology. On Wednesday, Facebook officially tossed its hat into the header bidding ring after a lengthy beta period by opening Audience Network as a demand source for mobile web publishers that work with a short list of... Continue reading »
by Allison Schiff // March 22nd, 2017 //
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Nielsen Catalina And Facebook Are Out To Prove Digital And TV Work Better Together

Nielsen Catalina Solutions is teaming up with Facebook on a cross-media measurement product that aims to analyze how the combination of digital and TV drive incremental sales lift for CPG advertisers. “The biggest ask from all advertisers has been to help them with comparability,” said Fred Leach, director of marketing science at Facebook, Nielsen Catalina’s... Continue reading »
by Allison Schiff // March 21st, 2017 //
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The Economist Drives Results by Combining CRM, DMP And Site Data

The Economist collects plenty of data, but until recently each type, including browsing or subscriber data, could only be analyzed in a vacuum. That meant The Economist didn’t know the types of content viewed by its most loyal subscribers and couldn’t identify the behavior of readers at risk of dropping their subscriptions. For advertising, those... Continue reading »
by Sarah Sluis // March 13th, 2017 //
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The Penny Hoarder Made $20 Million Last Year Through Affiliate Marketing

Millennials in search of a side gig read The Penny Hoarder to find ways to make extra money and save. The site earned $20.8 million last year by focusing on native, affiliate marketing. It earns 95% of its revenue from affiliate and performance campaigns, and less than 5% from display advertising. And it expects to... Continue reading »
by Sarah Sluis // February 28th, 2017 //
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The Digital Ad Ecosystem Is Messy And TrustX Is Grabbing A Broom

TrustX GM and President David Kohl was sitting in the front row with a big smile on his face when P&G Chief Brand Officer Marc Pritchard laid into the digital supply chain at the IAB’s Annual Leadership Meeting last month. For the past year, Kohl has been working on a project housed within Digital Context... Continue reading »
by Allison Schiff // February 27th, 2017 //
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