Publishers must use their data creatively – here’s three ways they can

Facebook and Google have managed to successfully create revenue lines from their specialized advertising approaches. Publishers can also leverage audience data in order to generate revenue.

News publishers can create off-the-shelf audiences to offer advertisers a more strategically targeted set of consumers, build a customized response to advertiser RFPs and sell the collected data to buyers through a second-party data or programmatic data exchange.

If you have any ideas to help publishers leverage audience data, we would love to collaborate with you.

We're a group of graduate business students exploring the importance of local newspapers and news sites, with a focus on sustainability and related business practices. We're hoping to build a community of stakeholders to help and support our research. Please reach out if you're available for an interview to share your thoughts and experiences on the topic.

Read full article at: https://econsultancy.com/using-data-differently-publishers-need-to-pay-attention-to-these-opportunities/