Category: Content Marketing

IAB Europe’s post-third party cookie guide: What publishers need to know

IAB Europe, the European industry association for digital advertising, has just released its ‘Guide to the Post-Third-Party Cookie Era’, to prepare brands, agencies and publishers for the post-third-party cookie advertising ecosystem in 2022. Although this figure has been challenged – research by University of Minnesota, University of California, Irvine, and Carnegie Mellon University suggests publishers only get about 4% more revenue for an ad impression that has a cookie enabled than for one that doesn’t – the end of third-party cookies nevertheless demands that publishers transition their ad revenue models. Read More:

the Development of Effective Content

Finding Budget to Scale Content Is a Key Challenge for Marketing Leaders

Close to half of marketing leaders say that when it comes to developing impactful and effective content, having the budget to develop high-quality content at scale is among their top-3 challenges, making this the most widely cited obstacle, per a recent report from the CMO Council and Rock Content. Content marketing budgets have been increasing, but clearly it’s expensive to create quality content at scale. Read More:

Customer Engagement Strategies

Content Plays Various Roles in Brands’ Customer Engagement Strategies

A recent report from the CMO Council and Rock Content reveals that marketing leaders believe interactive brand content is helping to communicate brand promise and value, deliver thought-leadership, and differentiate products and services as well as enable demand generation strategies. Of the almost 200 marketing leaders from B2B, B2C and hybrid organizations surveyed, 61% named the communication of brand promise and value as one of the top 5 roles that content plays in their customer engagement strategy. Read More:

Sourced Content

B2B Buyers Rely on Vendor Websites for Content

Where are buyers finding the content they need? For most buyers of marketing technology, vendor websites have proven to be an important source of content throughout each stage of their journey, per research from FocusVision. While internet search was also a popular choice, buyers rely on getting content through vendor websites more than they do through social media, publications they read regularly and email sent to them. Read More:

Ad-buying agencies are cozying up to SSPs, creating more transparency questions

In the rush to control how SSPs manage programmatic auctions, agencies risk digging up old concerns around the neutrality and transparency of what they do. Despite suspicions from both publishers and advertisers, agencies are pushing hard to formalize their ties to SSPs. And most, if not all, these moves are motivated by the agency’s need to consolidate their media dollars into a handful of SSPs in order to get lower rates. Read More:

‘Subscribers reading 0 to 10 days a month – the cancellation rate is cut by more than half’

6 TRENDS FROM THIS YEAR THAT PUBLISHERS CAN CAPITALIZE ON IN 2020: Many publishers are only just starting to accept this, with a survey from INMA finding that 59% of publishers spend less on engagement than they do on acquisition. We expect in 2020 to see more publishers follow the lead of the Financial Times and others that now spend at 3x times more on engagement than acquisition. Read More:

here’s why publishers should take note

Based on the feedback of publishers, our main aim with the new version of the TCF was to increase the control publishers have over which purposes vendors can use to justify the basis for their data processing activities. Importantly we have given publishers final say over which legal basis they would prefer vendors to use for each purpose, so they can have more control over how vendors present themselves on the publishers’ properties. Read More:

Google’s new audio news briefing product is paying publishers for access to their content

On Tuesday, Google announced the launch of personalized news briefings for its voice platform, the Google Assistant, nearly one year after announcing a prototype of the product in December 2018. For one, Google is licensing the content the assistant plays directly from publishers and, for now at least, paying the costs that crop up as publishers reformat their content into a new audio format Google developed. Read More: