How Lee Enterprises Used a CDP to Tailor Its Monetization Strategy to Unique Audience Segments

Publishers have a limited amount of time and space to monetize online readers. That means publishers need to be particularly savvy about how they drive value from their audience. Should publishers pack an article page with display advertising, or should they present a subscription offer to readers? How can they determine which approach will garner greatest ROI? Kyle Rickoff, corporate director of digital platforms at newspaper publisher Lee Enterprises, says that a Customer Data Platform (CDP) can help publishers make these decisions, while increasing the lifetime value of their readers.