Five steps to help publishers take control of their audience data

A guide for digital media publishers on how to implement a data-driven advertising sales model, using first-party audience data.

Key takeaways

  • Publishers ought to speak to ad operations teams to better understand the total size of ‘hidden’ website audiences.
  • They should appoint a commercial data owner to own technology partnerships, train sales teams and communicate the benefits to advertisers and agencies.
  • GDPR is good news for publishers, enabling them to package audiences and sell them to advertisers in a compliant manner.
  • In the UK, Immediate Media went from now being able to see 80% of its audience, to having visibility of 80% of traffic.

Today’s advertising technology isn’t working for publishers – and that’s a challenge not...

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