‘The model can’t hold': Publishers face content studio growing pains

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How commerce content sits uneasily alongside newsrooms, Unpleasant times: The gloves come off at London ad conference, Viewability or fraud: Marketers are split on which is the bigger issue,

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The model can’t hold." The rise in the number of publisher content studios obscures just how hard the business is, due largely to high costs and intensified competition. Melding content and commerce seemed like an unbreachable challenge to many publishers. Some publishers have found that the solution is to keep commerce and editorial independent of each other, while encouraging cross-pollination. Old themes like fraud, brand safety and transparency were given new urgency among top advertisers at British trade body ISBA’s annual conference on Wednesday. Industry groups have made a big push to prioritize viewability, but some marketers say it’s a red herring — and the bigger scourge remains bot traffic. Credit where it’s due: Credit bureaus, including FICO and TransUnion, are developing new scoring models based on a broader set of consumer spending data.
 
TLDR Title
 

‘The model can’t hold': Publishers face content studio growing pains

Lucia Moses

The rise in the number of publisher content studios obscures just how hard the business is, due largely to high costs and intensified competition.

How commerce content sits uneasily alongside newsrooms

Max Willens

“I’d much rather have a Picks story that 100 people read and it leads to 50 people buying something than a story that gets 10,000 pageviews and it leads to 20 purchases."

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Understanding fraud and inventory quality in programmatic

Sponsored Content Yahoo

Consumer-facing information technology grows and improves daily, giving brands new ways to capture the hearts and minds of connected consumers. On the flip side, these same developments open the door for fraudsters to become more sophisticated, offering new venues for defrauding advertisers of both meaningful views and funds. Stay up-to-date on programmatic advertising with this guide. Sponsored by BrightRoll.

Unpleasant times: The gloves come off at London ad conference

Grace Caffyn

Old themes like fraud, brand safety and transparency were given new urgency among top advertisers at trade body ISBA’s annual conference on Wednesday.

Viewability or fraud: Marketers are split on which is the bigger issue

Ross Benes

Industry groups have made a big push to prioritize viewability, but some marketers say that the bigger scourge remains bot traffic.

A guide to moments-based marketing for a mobile-first world

Sponsored Content Spotify

Hearing is believing, especially on mobile. Audio ads are twice as likely to lift purchase intent and information intent than display ads. It’s time to get creative with audio and make an impact with your messages. Get the guide. Sponsored by Spotify.

Header bidding’s got a mobile app problem

Ross Benes

Header bidding is being adopted across the mobile web but struggling to gain acceptance within mobile apps where new bidders often have to upload their own SDKs within apps.

How programmatic platforms help marketers do more marketing and less measuring

Sponsored Content Turn

“What gets measured gets managed." This old business mantra captures a truth in modern marketing strategy: if you aren’t measuring, getting regular reporting on your campaigns and continually improving, you’re going to miss the mark.

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March 8, 2017
Front-End Developer
Wray Ward
Charlotte, NC
 
March 8, 2017
Engagement Editor
Consumer Reports
Yonkers, New York
 
March 7, 2017
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NCC Media
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Digiday Content Marketing Awards
March 10, 2017
 
March 14, 2017
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Digiday Publishing Awards Europe
March 17, 2017
 
 

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