No one ever got fired for buying Facebook, Google, or Amazon. Together, these global platforms control more than 60 percent of digital advertising budgets in the United States. But they’re not winning because they’re big. They’re winning because they offer advertisers sophisticated data for unparalleled targeting. In 2019, publishers who build data-driven revenue models will be on more equal footing with these giants.
The time is now. A new generation of consumers is now fully initiated into the subscription economy. They pay for music on Spotify, video on Netflix and now, according to a recent Reuters Institute report, they’re more interested than ever in paying for news they trust and other premium content.
In this guide, we’ll show you five ways you can use your first-party data to build closer, more profitable relationships with your readers, allies, and advertisers.
- How to build a team and culture with real-time data at its heart
- How data can help you grow your subscription base while serving valuable impressions
- How publisher alliances can work to lure advertising dollars away from global platforms
- How to use first-party data to increase your bottom line while building trust with readers and key clients alike