Trends Report

Enabling Publisher-Side Audience Targeting

Major Online Publishers Must Embrace Audience Selling

October 12th, 2010
Michael Greene, null
Michael Greene
With contributors:
Emily Riley , Joanna O'Connell , Angie Polanco

Summary

Content-based media buys are still the primary source of revenue for most major online publishers, but improved targeting technology and evolving media buyer expectations mean digital publishers must create audience-based advertising products or risk falling behind competitors. Profiting from audience selling will require digital publishers to adopt new technologies, implement new business processes, and empower sales teams to make the most out of audience data.

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