A forum for the print and
digital publishing industries

• Google Ads Data Hub Becomes Two Offerings With Distinct Focuses

Google Ads Data Hub (ADH), a cloud measurement solution based on privacy, will become two separate dedicated platforms. The move will allow Google to build more tailored solutions on each to support the needs of two distinct types of customers. One will become Ads Data Hub for Measurement Partners. The other will become Ads Data Hub for Marketers. The features being developed for each will let Google provide the most value each market. It also will help marketers make the most of first-party data.

• In the Age of First-Party Data, Publishers Are Rethinking Their Approach to Optimal Ad Space

There are signs that publishers are cutting ad counts to protect reader data. In print, more advertisements generally mean more money. That legacy thinking has dominated digital publishing for a long time. But there are signs that publishers are cutting ad counts, rethinking their approach to optimal ad space in the age of first-party data.

• ‘Google is really nailing us’: Publishers Re-Shift Commerce Strategies After Platform Releases Flurry of Algorithm Updates

As always, Google can cause chaos for publishers depending on the digital behemoth’s whims. This autumn was a whirlwind for publishers as Google released not one but three algorithm changes over the course of a month that affected content rankings, specifically of product reviews. It’s another example of how the tech giant can cause disruption for publishers that have built businesses around trying to take advantage of its algorithm to reach people.

• How Dynamic Paywalls Help Publishers Connect Potential Subscribers With the Right Offer at the Right Time

Dynamic or intelligent paywalls have great potential and are being used by many publishers successfully. John Wilpers, author of FIPP’s annual Innovation in Media report called dynamic paywalls the “hottest new tool” that are helping publishers secure, “significant sustainable reader revenue.”  Dynamic paywalls use machine learning and artificial intelligence to adapt to users’ behavior and restrict access to content accordingly. They can automatically alter article limits and even deliver personalized subscription pitches based on readers’ consumption habits.

• GroupM Drops New Evidence of Disconnect Between Economy and Ad Spending

While analysts, pundits and media continue to focus on negative signals in what is expected to be a recession, “we’re still not there,” GroupM’s Brian Wieser points out in this week’s installment of the “This Week Next Week” podcast he co-hosts with Kate Scott-Dawkins, who added that while there are some negative signals coming out of recent big marketer earnings calls, “consumer balance sheets” remain “relatively healthy” and above pre-pandemic levels, and U.S. jobless claims are “still quite low.”

• ‘News publishers expect revenues to more than double this year’: World Press Trends 2022-23 Preview

In a presentation at the World News Media Congress 2022 held in Zaragoza, WAN-IFRA’s Dean Roper gave an insight into the key trends that are emerging as part of the research into the forthcoming World Press Trends 2022-2023 report… Whilst the news industry is encountering strong headwinds, publishers are expecting significant growth in revenue in 2022, spurred on by investment in new revenue streams. Of these, publisher events are leading the way … and yet … advertising still remains king.

• Ad Spend Declines for Fourth Consecutive Month in September, Report Finds

Ad spend continues to reflect tightening budgets and economic uncertainty, according to Standard Media Index’s September 2022 Core Data report, which found that ad spend was down 5% in September year-over-year (YoY), continuing a four-month downfall.  The report also found that ad spend by channel in the third quarter YoY is down 6%. Coinciding with the lows, major media companies including Disney, Comcast, Paramount Global, Meta and Google all saw revenue fall in September YoY.

• Overcoming ‘Data Desperation’ As the Deprecation of the Third-Party Cookie Looms

The digital privacy landscape has shifted dramatically in recent years, forcing publishers to exist in a constant state of experimentation. Condé Nast (CN) has navigated these new contours of digital advertising while simultaneously reinventing itself for the modern era. Pamela Drucker Mann, global chief revenue officer at Condé Nast, joined Adweek’s senior media reporter Mark Stenberg at Publishing Week to discuss how the publishing giant has balanced the needs of brands with the privacy of readers through a multi-pronged approach.

• Reevaluating Open Rates and Email Marketing Success One Year After Apple’s Privacy Changes

It’s been just over a year since Apple implemented its much-discussed-about, much-fussed-about Mail Privacy Protection feature, and the initial first-year findings confirm many of the impacts that email marketers predicted. Apple’s intent was to provide iPhone iOS15 users who wished to opt-in with “even more transparency and control over the data users provide to apps.” To those third-party marketers, Apple’s feature would prevent them from knowing whether their emails had been opened by automatically impacting the open-rate and thus upending one of the most important metrics for email-marketing success.

• Build Resilience to Stay Competitive in a Cookieless World

Performance marketing inherently promises results—and practitioners rely on customer data to satisfy the expectations set. But the increasing restrictions around privacy has forced brands need to find alternatives to cookies and third-party data sources to build digital resilience and stay competitive in a privacy-first marketing ecosystem… Here’s how marketers can adapt to changing privacy regulations and develop digital resilience for a cookieless world.

• ‘Durable growth and stability’: Subscription Business Revenues Grow 9% More Than S&P 500, Zuora Reports

Times of economic uncertainty can favor recurring revenue businesses, which appears to be playing out today, based on an analysis of SEI companies in the first half of 2022. Subscription Economy businesses continued to show resilience, growing at faster rates compared to the S&P 500 and U.S. retail sales. Churn also remained lower than pre-pandemic levels, demonstrating that these companies are retaining subscriber relationships at higher rates compared to before the pandemic.

• Google Announces First-Party Solution for Publishers

Google officially unveiled PAIR (or Publisher Advertiser Identity Reconciliation), its latest option for publishers and advertisers using Display & Video 360 to “securely and privately reconcile their first-party data for audiences who have visited both an advertiser’s and a publisher’s site.” In contrast to the walking-dead phase-out that Google is giving third-party cookies, its PAIR processes would be founded upon first-party data, or information that customers have willingly agreed to share through their direct relationships as opposed to pooled data.

• Marketers Find First-Party Strategies Easier Said Than Done

Despite rhetoric from advertisers about investing in first-party data as privacy laws erode traditional means of targeting — the reality is much more difficult, according to a recent survey on programmatic attitudes. “Whilst 2021 showed first-party data was the priority for advertisers, agencies, and publishers in 2021, this is now ranked third behind second-party data (the most popular priority averaging 57% with agencies leading at 60%) and third-party at 49%,” reads the report from IAB Europe.

• Google Steps Up Automation to Create Assets for Ads From Website, Existing Ads

Google now automatically pulls in relevant creative content from a company’s landing page, website, existing ads, and keywords in ad groups to complement the creation of responsive search ads (RSAs). The new setting — which is being tested with some advertisers but not all — gives Google the ability to automatically create additional advertising assets such as headers and descriptions.

• ‘You don’t want to put things that are commodity content behind a paywall’: How Publishers Are Growing Subscribers Via Free Content

Soft paywalls allow readers to experience the quality of your content and may over time inspire them to sign up for a paid subscription. Research done by American Press Institute’s Media Insights Project found that 47% of new subscribers signup after running out of free articles on a site they like and respect.  Metered paywalls are the most popular form of soft paywalls. They let readers access a set number of articles for free before requiring them to pay. Wired allows readers to consume four articles a month for free before asking them to subscribe for unlimited access.

• Publishers: How to Identify Your Real SEO Competitors

An effective search optimization strategy means knowing who is targeting the same keywords and audiences. Effective SEO is all about getting as close to the top of the search engine results pages (SERPs) as possible. A key component of that optimization effort is researching the companies that compete with you, and a recent post from SEO experts MOZ points out two ways to assess competition for keywords, audiences and solving consumer needs.

• Google Search Expansion Could Be Wake-Up Call for Publishers

Google shared greater detail on how it’s broadening search beyond the traditional text bar at its third annual Search On event Wednesday. Richer offerings related to visual, language and multimedia-based search are meant to create a “natural and intuitive” experience that’s more in line with the ways people actually think, executives said… Time will tell how much Google’s newfangled ideas stick, but the company owns a suite of products, from Maps to its Lens camera technology, that could be powerful when combined for search purposes. For marketers that have continued to prioritize text-based tactics, Search On could serve as a wake-up call.

• Publishers’ “efforts will pay off in 2022 with markedly increased total revenue”: World Press Trends Survey

With inflation rising, possible recessions looming and the ongoing situation in Ukraine, the short-term business sentiment in the news publishing industry has taken a downturn, according to the first results of WAN-IFRA’s global industry survey. That said, publishers have managed to adapt and innovate during the pandemic and those efforts will pay off in 2022 with markedly increased total revenue – critically, developing new revenue streams..

• Server-side Tagging 101: What Publishers Need to Know

The future without third-party data is imminent… It is cause for concern, as third-party cookies are a rich source of information that have propped up digital revenue streams for years.  This transition, however, could spell disaster—if businesses don’t rethink their data collection strategy. That’s where server-side tagging comes in. A creative solution to data capture challenges, server-side tagging is a means of collecting valuable data without worrying about privacy concerns. Read on to find out everything you need to know about server-side tagging.

• Why Online Search Is Fundamental for a Post-Cookies Environment

From the shift to online-only life in early 2020 to the frantic Googling for new hours, policies, and stock updates in the first phase of reopening, consumers turned to the internet and relied on it in new ways. Meanwhile, marketers have also been contending with the ever-impending demise of the cookie, as Google extended its deadline to 2024. This means that in an increasingly digital world, marketers can no longer rely on one of the primary tools that dominated conversations about personalization and customer experience over the past decade.  What else is certain is that digital adaptability and agility will be required for the long haul, especially in search — an essential way to stay relevant in the cookieless future.

• Happy Landings! How to Get Started With Landing Pages

When it comes to digital marketing, a landing page is different from your company’s home page. In fact, it’s different from your website in general. A landing page is a curated single web page with a form. A website has multiple goals, including lead nurturing and upselling products or services, but a landing page is mainly used for lead generation and conversion optimization. Its goal is to convert a high-quality website visitor into a lead by offering a gated promotional or informational offer… In its simplest terms, the goal of your website, even the home page, is to gain visitor traffic. The goal of your landing pages is to convert that traffic into leads and eventually customers.

• Paywalls’ Impact on SEO: How Publishers Can Minimize Risk and Maximize Value

SEO is vital for audience acquisition and paywalls help generate revenue. However, paywalls can also impact SEO. New report offers tips on how publishers can minimize the impact of paywalls on SEO. There is a lingering concern as more and more publishers put up paywalls for subscription revenues – will blocking content have a negative impact on SEO? There are no straightforward answers… The report, Paywalls & SEO: How to limit the impact of a wall on SEO, authored by Maxime Moné, Co-founder, Poool, addresses this issue. It looks into how publishers can minimize risks to SEO whether they are launching or are already working with paywalls.

• ‘Death by a thousand paper cuts’: Publishers Fret Over Alternative ID Overload Hurting Site Performance

As publishers continue to deal with the demise — or at least diminishment — of the third-party cookie, they are feeling compelled to adopt virtually every identity technology seeking to replace the cookie, but they are increasingly concerned about how overloading their sites with IDs will impact page-load speeds and search rankings, according to publishing executives who attended the Digiday Publishing Summit in Key Biscayne, Fla. “[Site] performance issues is death by a thousand paper cuts. Every single one of those adds up,” said a publishing executive during one of DPS’s closed-door sessions, in which publishers were granted anonymity in exchange for candor.

• The Highs and Lows of Publishing CRM, and How to Embrace the Complications

The CRM failure rate has been measured to be anywhere between 18% and 69% over the years. Even if you look past the bewildering gulf between those numbers, you have a technology that carries endless promise for all, yet still somehow fails one out of every five attempts. (And that’s the conservative, nice number!) So when there is a failure, should blame be put on the system? The users? Those who thrust it upon the users? The answer to those questions may not be simple, but the solutions to overcome the larger contributing issues are entirely too easy.

• Backlink to the Future: How to Move Your Marketing Strategy Forward

Anyone who’s ever created content marketing collateral knows to include internal and external links. This digital marketing best practice is in place because it lifts your content in search engine rankings. If you’re looking to improve your link-building strategy, take a look at how to create backlinks to your site, examples of a backlink, and more from Mirabel’s Marketing Manager.

• Publishers: How to Combine Engagement With Conversions to Increase Revenue

This article works through one of the main objectives for digital publishers, namely optimizing the conversion funnel – attracting new audiences and moving these users through the funnel toward being a paying, profitable subscriber. It is about finding the balance between engagement and frustration that’s essential for high conversion rates. Too much frustration (caused by blocking content with a wall) and your user will turn away and find content elsewhere. Whilst leaving too much content open may well increase engagement but won’t monetize your content… Which is why we’re proposing an engagement funnel that finds the perfect slots to gradually convert your visitor into a consented lead, member and then subscriber.

• Removing Silos Has Become Essential for Both Publisher Revenue and Reader Experience

As publishers pursue the critical goal of revenue diversification, competing KPIs have become a significant blocker — not only slowing the pursuit of revenue streams but also compromising the user experience. According to Digiday+ research, emerging revenue streams for publishers include programmatic advertising, events, affiliate commerce and selling products. The challenge is publishers are managing these diverse business initiatives in siloed departments, with limited optimization across organizations.

• So Happy Together: The Must-Have Integrations Your CRM Needs

Ideally, a CRM should complete and streamline tasks in the natural environment you’re already comfortable working in, then have the fruits of that labor appear in the shared system for all team members to access.  When it comes to your long-term plans and day-to-day sanity, you can’t leave that connectivity (or lack thereof) to chance. Before choosing that CRM, take stock in these basic operating processes to see how your potential system should complement the tools you already have in place.

• Perfect Timing: How Automation Can Help Your Email Marketing Strategy

The exponential rise of digital marketing required companies to embrace new methods of reaching current customers and potential leads. Email marketing quickly proved itself as one of the most effective digital marketing strategies. Today, the marketing strategy goes beyond sending monthly digital newsletters and product or service updates. In this blog, we’ll explore how email marketing automation works, which easy-to-use software help, and how email automation is used to nurture leads.

• Ad Blockers Struggle Under Chrome’s New Rules: The Media Roundup

Adblocking sort of feels like the acid rain of the digital ad world – it was a huge and scary problem and undoubtedly caused problems, but it just… went away? Or at least stopped getting as many column inches devoted to it. Or maybe not – adblocking is back at 2018 levels, but that might be about to change again.

• Publishers: 5 Ways to Show Cookies Who’s Boss

Google is once again pushing back its deadline for the end of third-party cookies on Chrome, this time to the second half of 2024. Publishers everywhere are breathing a sigh of relief, but this is no time for procrastination. Cookie deprecation is coming, and it will have a dramatic impact on the way publishers do business. Publishers have countless priorities competing for their limited time and resources, and the task of implementing alternative data solutions to replace third-party cookies can seem overwhelming.

• How Publishers Can Take Full Advantage of Their CRM

Using a CRM for ad sales management is a fantastic step in fixing one of the biggest problems that ails publications. But using it for that reason alone is like using your smartphone just to make calls — you’re missing out on so much more! According to one report, 43% of CRM users use less than half of the features that their CRM offers … and I’d say that number is conservative. Regardless of whether that comes down to difficulty in understanding the system or ignorance as to all its capabilities, it’s an issue worth addressing if only because there’s so much potential on the other side.

• How to Flawlessly Measure the Success of Your Landing Pages

In order to truly measure the success of your landing pages, you need to understand which analytics count and how to track the right metrics. By actively monitoring the performance of your landing page, you’ll be able to gain a better understanding of which analytics count and how to track them. To start, Mirabel’s Marketing Manager will cover which metrics you should track to create the best landing page. We’ll talk about how to measure the success of a landing page to generate leads, increase conversion rates, and create clickable content.

• Why Audience Experience Should be a Publisher’s Top Priority in a Cookieless Future

The privacy-first model for the internet has already arrived – although headlines and mindsets may not be aware of this yet. Already, nearly half of the internet is cookieless today, when taking into account desktop, mobile and tablet browsers, and beyond. Publishers and marketers still leaning on the crutch of third-party cookies are missing out on the cookieless internet, when in actuality, many consumers are spending time in the cookieless future. This is great news for publishers. Cookieless identity solutions far outperform their predecessors in measurement potential and audience visibility.

• Publishers: Revenue Continuity Focus Now May Prevent Job Losses in 2023

Despite heavy spending in Q1 2022, digital ads are now back down to spending levels in 2018, well before the pandemic hit. Publishers should brace for a potentially rough 4th quarter in 2022 and be extremely careful about their budget forecasts for 2023 as brands pull back on budgets, expecting lean times.

• Programmatic Advertising 101: A Beginner’s Guide for Advertising Sales Reps (Part 2)

In publishing, the addition of digital advertising has opened a new world of revenue opportunities as well as many challenges. And the technological transition has brought with it opportunities for publishers that did not exist as publishers gain the ability to sell advertising inventory across the entire internet. It’s a challenge for many sales reps to understand how digital advertising works so they can take advantage of these opportunities. Here, then, is a beginner’s guide to selling programmatic advertising.

• Break Through the Internet: How to Create a Blog Conversion Strategy

By prioritizing blog conversions within your content marketing strategy, you could be racking up high-quality leads and, eventually, quantifiable sales results. By optimizing your blog for conversions, you could also stay ahead of the competition. While there’s no one-strategy-fits-all model for increased conversion rates, Mirabel’s Marketing Manager will dive into key conversion metrics, how to optimize your blog for a high conversion rate, and more.

• Google’s ‘helpful content update’ Rolls Out: What Publishers Need to Know

Google has begun rolling out a series of improvements to Search to make it easier to find helpful content “made by, and for, people”, part of a broad continuing effort to bring more authentic info into Google Search. According to the search giant, the “helpful content update” tackles content that seems to have been primarily created for ranking well in search engines rather than to help or inform people.

• Making Sense of Targeting Without Third-Party Cookies

Thanks to Google, making sense of a world without third-party cookies continues to be a challenge. And it’s hard to plan for the end when it’s so unclear when that will be. The already-crowded market for alternative ways to do this will only get more crowded. To separate the wheat from the chaff, here’s a primer on how the different alternatives are shaking out. There are exceptions and nuances, of course, but in general the alternatives tend to fall into one of three categories.

• Programmatic Advertising 101: A Beginner’s Guide for Advertising Sales Reps (Part 1)

Programmatic advertising, at its most basic, provides a variety of ways to automate the proactive efforts mentioned above. With that automation, opportunities abound to provide advertisers, publishers, and audiences only those quality ads that make sense. And with that quality comes ample opportunity for all to profit. With that inspiration, we present a glossary of programmatic ads terminology to help your ad sales reps get familiar with the terms and concepts that they will have to understand to sell programmatic ads.