The Data Metamorphosis: One Publisher’s Product Transition from Content to Data Wellspring

Programmatic media buying has been stealing the lunch of publishers for more than a decade. I know this because, before running MEDQOR, a leading B2B publisher for the healthcare industry, I worked on the media agency side. I know as well as anyone how the promise of data and technology streamlining the media business has amounted to a race to the bottom as publishers gave away their readers to data-driven audience targeting and bargain-basement CPMs. It’s been my experience that life doesn’t often offer genuine redemption. Fortunately, this is the opportunity I now enjoy at MEDQOR and Chronicle Health.

Having danced on both the Buy (agency) and Sell (publisher) sides of the media equation, Dan Barker now stands at its crossroads with a foot solidly in data and the other in content. Barker serves as COO of MEDQOR and CEO of Chronicle Health.

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