Advertisers Want Publisher Data
Posted on Saturday, July 31, 2021 at 4:40 PM
In the news: More and more advertisers are asking for publishers’
first-party data up front.
Recently, there’s been “a shift
from publishers understanding the power of their first-party data to
advertisers identifying this and starting to seek it out as they build
their post-third-party cookie marketing strategies,” says What’s
New in Publishing in a recent piece. With third-party cookies on the
way out for Google, publishers are forced to identify “cookieless”
solutions.
WNIP examines the results of a recent Teads
survey of 450 publishers: “27.6% of publishers are exploring first-party
data, 27% contextual, 21.8% universal ID, and 18% Privacy Sandbox.
However, [the survey] also showed that over 65% of publishers are not
planning to use logins to combat cookie deprecation -- mainly due to
user experience disruption and impact on traffic.” Read more here.
Also
Notable
LinkedIn Launches Premium News
In a
bid to boost subscriptions to its premium membership tier, LinkedIn will
start offering access to paywalled news content as a perk, reports Max
Willens this week on Digiday.com. If the Premium News feature is
successful, it could benefit LinkedIn and participating publishers
alike: “The test gives LinkedIn Premium members five credits they can
use every month to unlock paywalled content they discover on LinkedIn
and read on publishers’ websites. In exchange for greater access to
paywalled coverage, LinkedIn expects to send the participating
publishers a stream of highly qualified leads for their own subscription
products,” says Willens. Read more about the feature here.
Washington
Post to Require Employee Vaccinations
This week, the Washington
Post announced that all employees returning to its offices this
September will need to supply proof of Covid vaccination or documented
medical or religious exemption, reports Dominick Mastrangelo of The
Hill. “The announcement comes as several states and localities have
teased or announced they will require proof of vaccination for teachers,
health-care workers and people who work in other high-contact
industries,” he writes. Read more here.
Gannett
Sells 24 Publications to Local Owners
Recently, there’s been
a trend toward larger publishing conglomerates selling local news
outlets back to community-based owners. Kristen Hare of Poynter.org
discusses this migration of local news ownership this week and offers a
list of two dozen Gannett publications that have sold to local owners.
See the full list of titles here.
Vodcast
Alert: Digital Revenue for Black and Latino Publishers
At the
recent Association of Alternative Newsmedia conference, Editor &
Publisher gathered a panel of publishers to discuss digital revenue
growth for Black and Latino publishers. Hosted by E&P
publisher Mike Blinder, the panel focused on the GNI Ad Transformation
Lab, geared toward helping Black and Latino publishers with ad strategy
and digital revenue. Watch the panel discussion on the E&P Reports
vodcast here.
Self-Care
for Burned-Out Media Professionals
This week, Hannah Storm of
Journalist.co.uk shares her self-care tips for media professionals
stretched thin by the pandemic. Among them: reducing notifications and
limiting meetings. Read the complete list here.
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