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Media owners often ask me for successful media case studies. The frequent feedback I get in return is that it is easy for the subjects of my examples, media owners themselves, as “they have unique content”, “their audience is incredibly engaged”, or “they have the resources to do what they
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“Consent or Pay”, which excludes user opt-out unless they subscribe, is a gift from quality media owners to Made for Advertising (MFA) websites and apps and a wrong turn on their path to self-reliance. This tactical initiative reminds me a lot of premium media companies’ commoditisation era, where they often
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A time bomb has been ticking deafeningly loud and uninterrupted across the digital advertising ecosystem for at least the last 15 years, and it just exploded. Dubbed “Made for Advertising”, the only reason to exist for these websites and apps is click baiting people, filling ad slots and making money
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It’s never been more necessary to make journalism self-sustainable and save news media from economic collapse. But it feels like advertisers often frame supporting the news as a charitable endeavor, rather than something that will positively impact their business. If advertisers feel like they need to go out of
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For media owners, the difference between thriving or fading away in the first-party web depends on building, growing, maintaining and protecting their direct relationships – not only with the audience, but also with the advertiser. However, after years of chasing the warped incentives of the third-party cookie era, many publishers have
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Retailers are exploring new opportunities for incremental revenues by opening new channels, with media and advertising very much on their radar. Meanwhile, retail media is an area of potential expansion for ad tech companies whose business models have been challenged in the last five years by regulatory and policy trends.
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Privacy is not the main hurdle to digital advertising’s evolution.
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The 30-year agreement between Yahoo and Taboola recently made headlines, but it also left a few in the industry wondering.
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The last five years haven’t changed media monetization. Subscription and advertising channels have been active for decades, but they are…
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The accusation that Apple is using privacy as a Trojan horse against “the rest of the world” with the goal of building an advertising…
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One of the most overlooked caveats around the shift to first-party assets is that no successful monetization strategy can be built in…
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The debate following Netflix’s recently released Q1 results illustrates the need for a less binary perspective on advertising vs…