After years of brand investments and focus on improving measurement, podcasting is about tip into a platform-dominated digital medium.
| While last year’s IAB Upfront presenters focused, for the first time, on measurement and targeting, the unofficial theme of this year’s podcasting is platforms. Whether that includes events on stage -- Pandora is a first-time presenter this year -- or gossip off it, podcasting appears to be going in the direction of every other digital media format: Dominated by a handful of platforms, with smaller individual publishers and networks getting creative to fight over what's left. Read more below: After years of brand investments and focus on improving measurement, podcasting is about tip into a platform-dominated digital medium. Video on Bild is a mix of content produced by Bild journalists and videos that are licensed from production companies. And it's emerged as a top subscription driver for Bild. Life is about to get a lot tougher for some ad exchanges. For the first time, advertisers can see whether an ad exchange is sourcing inventory directly from a publisher, thanks to the Internet Advertising Bureau's tool sellers.json. From Digiday research: Of the 135 publishers surveyed by Digiday in a wide-ranging research survey this fall, more than 50% of publishers reported that direct-sold advertising was a large or very large source of revenue for them. Other things to know about Congratulations to Food52, Salesforce, Planned Parenthood and the rest of the Digiday Awards winners announced yesterday. View the full announcement here. AI for marketing has been held back by the same challenges that have always plagued marketers — but marketers no longer have to settle for the status quo. Sponsored by BlueConic. | | |
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howdy! howdy! | Subscriptions | | How publishers reengage dormant email subscribers | | Publishers are realizing they have to clean up their lists but taking the time to pore over thousands of addresses is a time suck, and losing those emails in bulk can take a hit to a newsletter’s appeal to advertisers. Therefore, instituting a reengagement strategy can help to alleviate some of the bleed. But not every publisher thinks it’s the cure. | | |
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