Today’s publishers face a stark choice: they can suffer continued commoditization of their inventories, or they can pursue disruptive, new approaches for creating high-value, customizable audience solutions. But how can they turn the tide?
Econsultancy interviewed over a 120 North American client-side marketers, managers and executives at leading digital publishers to find out how they are exploring new capabilities to achieve sustained growth.
The challenging state of the display economy: What new technologies and capabilities are important to independent publishers to add a CPM premium?Value vs. Volume: How can independent publishers optimize their digital marketing strategies to best compete with walled gardens?Lessons from fast-growing publishers: What technologies and capabilities are High-Growth Publishers (HGPs) pursuing that make them stand out from their peers?
Advertiser and intent-data targeting are the most sought-after capabilities for publishers:
96% say it would be valuable to offer an advertiser the ability to identify customers and real-time signals to target with live-intent data – that is, to deliver media that is relevant to what a visitor is interested in at that moment.
Slow technology stunts publishers’ abilities to deliver cross-device identity resolution and live-intent targeting:
46% of respondents say they aren’t confident in their ID technology, and less than half say they can resolve identity across devices and platforms, including mobile.