As consumers have moved increasingly to online news consumption and have so many more options available, print publishers have seen their revenue plummet. And for many, it’s been tough to adapt to a digital strategy that actually works. Paywalls have been mostly a disaster, driving subscribers away toward the abundance of free content. Display ads and sponsored content have helped, but direct sold programs are labor-intensive and costly, making them entirely out of reach for
Google’s SameSite Upgrade Reinforces Why Publishers Need to Move Beyond Cookies for Audience Targeting
The launch of Google’s SameSite Upgrade in Chrome 80 on Tuesday, Feb. 4 signals yet another nail in the coffin for third-party browser cookies. Following on the heels of Firefox and Safari, which have already blocked third-party cookies by default, and Chrome’s existing cookie warning, the SameSite upgrade further clamps down on the use of effective third-party cookies for audience targeting. Impact on Publishers The change will obviously impact ad tech vendors who rely on
Bypassing the Blockers: How to Get Your Ads Seen, Clicked On, and Acted Upon
In today’s marketing landscape, there are more media channels than ever before. On the positive side, that means more opportunities to get your message out. On the downside, there’s more competition than ever to capture audience attention. The proliferation of media means more ads, and those ads are more intrusive. It’s not just a print ad, a TV or radio commercial. It’s full-page online pop-up ads that make you find the elusive “X” to remove