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Posts tagged with Publishers

Ad blocking continues to grow, but many publishers & advertisers still don't get it

While there's debate around the impact of ad blocking, the statistics are clear: the extent to which consumers have embraced ad blocking is not in question.

And there's no sign that the consumer desire to keep ads at bay is waning.

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Here’s why the UK culture secretary is clueless on ad blocking

The ad blocking debate continues to rage on, showing no signs of slowing. A tsunami of mixed opinions and bad misunderstandings. 

The latest high-profile figure to publicly grab the wrong end of the stick entirely is culture secretary John Whittingdale, who last week referred to ad blocking as “a modern day protection racket” in which publishers have to pay to appear on a whitelist.

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Facebook to open up Instant Articles: What publishers need to know

Last year Facebook unveiled Instant Articles, which aims to help deliver a better experience for mobile users by natively hosting publisher content on Facebook. 

Facebook offered a sweet revenue sharing deal, and prominent publishers like The New York Times signed on. 

Up until now, Instant Articles has been available to select publishers only, but the world's largest social network this week announced that it will be opening Instant Articles to all publishers in April.

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10 publishers that want you to disable your ad blocker

'Please turn off your ad blocker!' The plaintive cry echoes down the tubes of the internet.

Although the ad blocker dilemma is a complex and important one, I get perverse enjoyment from reading the different messages that publishers display, imploring users to disable their ad blockers.

Here are 10 of them.

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Six advantages of real-time bidding for publishers

There's no doubt there are still issues with programmatic advertising; fraud, poor creative, and a lack of transparency from media agencies cause much debate.

Despite this, real-time bidding (the automated auction of ad impressions) has many obvious advantages for publishers.

So, I thought I'd help programmatic newbies with a list of the benefits of RTB.

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What advertisers need to know about the FTC's new guidance on native ads

With ad blockers here to stay, publishers and advertisers have rushed to develop new ways of reaching consumers online.

One of the fastest-growing alternatives to traditional digital advertising is native advertising.

Some publishers now earn significant percentages of their revenue from native ads, and there's no evidence that interest in and adoption of native ads will wane any time soon.

If anything, growth in the use of native ads will only accelerate in 2016.

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Are publishers in a losing battle with content distribution platforms?

Third-party distribution channels are increasingly prominent part of the digital publishing landscape, but instead of rejecting channels that don't offer full ownership and control, many publishers are embracing them.

Case in point: Snapchat Discover, an exclusive, invite-only offering, has major publishers clamoring for the ability to participate.

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Snapchat adds deep linking but should publishers take the bait?

Earlier this year, Snapchat launched Discover, "a new way to explore Stories from different editorial teams."

Today, Discover, which counts major publishers like CNN, Hearst, Comedy Central and Vice as content partners, looks like it may be one of Snapchat's most consequential product offerings.

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Is there a future for publishers and display ads?

The debate around display advertising is currently rather polarised.

As some eschew standard display and forge ahead selling super-expensive native advertising, others continue at scale through programmatic, hoping the slide in CPM will cease.

But can publishers realistically make it to a middle ground, one of powerful display advertising based on greater relevance and intent?

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Could the ‘pay what you want’ principle work for publishers?

Pay what you want (PWYW), sometimes called ‘pay as you feel’, is a principle whereby consumers choose how much money they want to give in return for a product or service. 

I can already hear you scoffing and clicking the back button, but hear me out: publishers need to be constantly experimenting with different ways to make money, particularly with the rise of ad blocking, so why not consider this approach?

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How Forbes.com developed a native content revenue model

With Black Friday and Christmas on their way there is plenty to keep marketers’ minds distracted. But come the new year the problem of ad blocking is going to be more prevalent than ever. 

I caught up with Forbes’ European managing director, Charles Yardley, to find out how the publisher moved toward a native content revenue model and why it chose to go down that route. 

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How The Economist injected digital into a 172-year-old magazine

My second talk of the second day of the Festival of Marketing was all about digital transformation in the media world, something many publications are still struggling with. 

The Economist’s Iain Noakes, whose job title – Global Digital Acquisition Journey and Performance Director – clearly wouldn’t fit on a conventional business card, discussed how he helped inject tech into a 172-year-old magazine.

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