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MarTech Landscape: What Is Header Bidding — And Why Should Publishers Care?

…ad-buying chain and giving the publisher more flexibility.. Not least, it can also lead to higher rates. Index Exchange’s Sullivan says header bidding can produce “up to a 30 percent lift in rates” for some publishers. SSP PubMatic told me that it has seen publisher gains as high as 50 percent in…

Consumers say they want much more control over their personal data

…your data privacy or otherwise helps you control your web experience?” 71 percent said yes. What marketers need to know. In the future brands, publishers and marketers will need to not take user data for granted or expect simply to exact it as the price of visiting a website or accessing a deal.…

LiveRamp launches IdentityLink for Publishers

…social network. This gives Facebook and Google, in particular, a huge advantage over lesser publishers that cannot offer this massive form of people-targeting. With IdentityLink for Publishers, a publisher like Hearst can provide LiveRamp with an authenticated list of its subscribers or registered…

Cedato offers Video Tech Stack for Publishers

…customer base among mid-sized publishers of sites and apps. This all-in-one stack contains features that the firm has been offering to its upper-tier clients, CMO Dvir Doron told me. But the new version is simplified in implementation, pricing and usability. A publisher can utilize the package with…

Affiliate Network Skimlinks Sets Up A “Data Co-op” With Publishers

…the quality of the publishers, including Time Inc., Gawker Media, Condé Nast, Hearst Digital and the Huffington Post. An advertiser, however, will not be able to single out one publisher’s data, only aggregated user segments across the platform. The number of publishers who have signed up has…

Publishers turn to ads, search following Facebook’s News Feed change

…now CMO of travel publisher Culture Trip. Facebook accounted for 37 percent of Culture Trip’s US desktop traffic in December, according to SimilarWeb. How much are publishers willing to pay? However, it’s not yet clear what the mix should be between organic exposure and publishers paying to deliver…

GDPR: Publishers and martech will rely on each other

…effect. Where these prominent publishers lead, others will soon follow — and this trend will spread across the martech industry, becoming a standard cost of doing business. If publishers demand their partners — and any downstream intermediaries pulled onto the publisher site — contract that they are…

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