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    Home ▸ Opinion ▸ Page 2

    Opinion

    Our series of opinion columns from our contributors try to provide objective perspectives on what can be done to improve existing new media and technologies, through their practical experience and not hypotheticals.

    Follow our columnists as we continually grow our contributor network.

    DOOH Publishers Need to Embrace Header Bidding Solutions

    DOOH Publishers Need to Embrace Header Bidding Solutions

    The global proliferation of programmatic digital out of home (DOOH) advertising has meant media owners can integrate with an ever-growing number of supply-side platforms (SSPs). Though this has helped drive the further adoption of programmatic buying within DOOH, this rapid growth has led to fragmentation and increasingly lengthy processes. The introduction of header bidding solutions […]

    Publisher-Advertiser Collaboration Will Be Key to Consumer Trust

    Publisher-Advertiser Collaboration Will Be Key to Consumer Trust

    Over the past couple of decades, bad data practices have resulted in consumers losing trust in the digital advertising industry. According to a study conducted by Harris Poll on behalf of Permutive in July, 74% of consumers are concerned about brands being able to view and track their online behaviour to target them with advertising […]

    SODP’s Path Forward

    SODP’s Path Forward

    Let me start my story by telling you where we are today: From the get-go, my mission has been to foster sustainable digital publishing and media models. And we do this through educational content, research, consulting, and community that together make a difference. During my career, I’ve seen many platform updates, especially Facebook, that have […]

    How Publisher Cohorts Can Create Opportunities for Proactive Advertisers

    How Publisher Cohorts Can Create Opportunities for Proactive Advertisers

    Google delaying third-party cookie deprecation (again) made headlines earlier this year, but a bigger concern for advertisers is now boiling over. Consumer trust in how their data is being used is at an all-time low. Around 75% of US and UK consumers are not comfortable buying from a brand with poor personal data ethics, according […]

    The Death of the Cookie and Publishers’ Freedom

    Publisher Freedoms in the Cookie’s Wake

    Hector Pantazopoulos, CRO and Co-Founder, SourceKnowledge.com Think for a minute about your own livelihood as an individual. Maybe you’re a corporate soldier who’s been loyal to the same company for years. Or maybe you’ve job-hopped. Or, maybe, like millions of other Americans, you hopped on The Great Resignation bandwagon and now have multiple income streams […]

    Leveraging User-Generated Videos to Drive Growth and Revenue

    Leveraging User-Generated Videos to Drive Growth and Revenue

    Preeya Naul, EVP Americas & Newsflare Studios, Newsflare Audiences of all ages have shifted away from traditional media sources and are allocating more of their newsgathering and entertainment time to social media. Experimenting with user-generated video (UGV) is essential across digital channels in order to engage younger audiences where they already spend time online. Snapchat’s […]

    What Every Subscription Landing Page Needs and Why

    What Every Subscription Landing Page Needs and Why

    Jessica Day, Senior Director, Marketing Strategy, Dialpad Subscription packages are increasingly popular with publishers as they seek to sell access to their content. By creating a subscription service, publishers are not only being paid for existing content but also for future stories. Often, this monthly or annual payment works out cheaper for customers and gives […]

    Mythbusting the Cookieless Marketing and ID Solution Misconceptions

    Mythbusting the Cookieless Marketing and ID Solution Misconceptions

    Nora Schwab, Director, Publisher Development UK, LiveRamp Although Google recently decided to delay the deprecation of third-party cookies until 2024, it would be a mistake to regard the “cookieless future” as an issue for tomorrow. In fact, the era of cookieless marketing is already well under way.  Advertisers have been targeting addressable audiences on cookieless […]

    Email Capture Rate

    Email Capturing: Best Practices to Boost Your Email Capture Rate

    Grace Lau, Director of Growth Content, Dialpad Email marketing is making a comeback, with around 77% of marketers observing increased engagement through email blasts in the last year alone. This is hardly surprising, given that audiences want to stay in touch with their favorite publishers and brands, and signing up for regular emails is an […]

    Affiliate Marketing Strategies Publishers Should Consider

    Affiliate Marketing Strategies Publishers Should Consider

    The digital publishing industry expects revenue to top $40 billion in 2022. Traditionally, most monetization efforts have been through ad revenue, paywalls and subscriptions. One avenue that has been consistently undervalued over the years is affiliate marketing. If you aren’t using this method yet, your business may be losing out. Digital publishers looking for new […]

    Marketers’ Lose Confidence in New Bellwether Survey

    Bellwether Report Shows Marketers’ Loss of Confidence

    While warning signs of a global recession have been mounting for months, a new report has sent a clear signal to publishers that they need to prepare for leaner times. UK advertising industry body IPA’s quarterly report into the marketing sector, which was released on July 21, showed an increasing sense of pessimism among professionals […]

    How People-Centered Marketing Can Enhance Mobile Advertising

    How People-Centered Marketing Can Enhance Mobile Advertising

    Ryan Afshar, Head of Addressability – UK, LiveRamp Digital advertising has faced huge challenges over the past two-plus years with the growing restrictions on the use of personal data. While the industry may be getting to grips with this across the open web, for mobile advertisers the continued focus on data regulation by mobile operating […]

    Ad Inventory Management: 10 Tips to Save You Time and Resources

    Ad Inventory Management: 10 Tips to Save You Time and Resources

    Rashmita Behera, Communications Manager, Marketplace, AdButler Have you ever wondered how some publishers excel at content creation, ad inventory management and advertiser retention, while you’re left rushing from task to task and struggling to finish anything? If this sounds familiar, then you may need to think about streamlining your ad inventory management.  Time spent on […]

    Protecting Revenue Via a Responsible Web

    Protecting Revenue Via a Responsible Web

    Brendan Farrell, Manager – Customer Success, Permutive As platforms and regulations increasingly limit the collection of traditional third-party cookies, consumers are becoming more vocal about how their data is being used. Concerns over hyper-personalized advertising have resulted in a shift away from the traditional value exchange on which publishers rely. Whether it’s spurred by public […]

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    Content Competition Will Invigorate TV Marketing

    Stefanie Briec, Director, Head of Demand Sales UK & INTL, FreeWheel “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.” Bill Gates made this statement as part of his “Content is King” essay in 1996, long before the rise of streaming and […]

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    How To Turn Flyby Visitors Into Brand Loyalists

    Ben Erdos, Chief Services Officer, Total Media Solutions Website visitors come in various shapes and sizes. There are brand enthusiasts who log on regularly and are willing to pay for a premium service, or those loyal visitors, who are ever so slightly less enthusiastic, but still visit occasionally to dip their toes in. And then […]

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    STATE OF DIGITAL PUBLISHING – COPYRIGHT 2025

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    Managing Millions

    Better audience engagement without the tech headaches

    How to avoid the Goldilocks Tech Trap which wreaks havoc on giving audiences what they want

    11 June 2025

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