Data-Driven Solutions for Digital Publishers

Changes in advertiser behaviour, reader acquisition and technology have created numerous data maturity and monetization problems for publishers. However, publishers can overcome these challenges.

Publishers should move into more advanced data collection by connecting data sources in order to provide a holistic view of content and visitors. Data maturity helps with advanced analysis including modelling custom segments and personalization.

Publishers should segment their audiences based on reading patterns (readers vs. skimmers), ad impression levels, or subject matter. If publishers opt for more advanced segmentation, they can bring together multiple data sources to provide a holistic view of user behaviours. Publishers may also build segments with developed data models and use this data for personalization and deeper analysis.

Lastly, publishers should have knowledge pertaining to ad serving and inventory in order to begin ad testing, serving ads across platforms and developing programmatic inventory. This is essential for ad optimization and extending a publisher’s reach to audiences.

If you have any ideas or insights on improving data maturity for publishers, we would love to hear from you.

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Read full article at: https://www.bounteous.com/canada/node/66186/?lang=en-ca