Publishers Haven’t Fully Embraced Data, and It’s Deterring Potential Audiences

Here are 3 ways that they can start reshaping their strategies

Embracing data will open publishers up to a whole new audience segment. Getty Images

According to eMarketer, audience data is still underleveraged by publishers, with few having created new or meaningful revenue lines from it. This needs to change. Audience data is the key to helping publishers compete with the Facebook and Google duopoly for ad dollars, while fending off upstarts. Publishers are being pinched, and they must optimize every opportunity to grow their business. Data is one area where publishers can take advantage and reap real benefits. But how?

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Jason Downie is the chief strategy officer at Lotame.