Newsletters Are Booming. Can Their Ad Products Catch Up? 

In their bid to monetize email, publishers risk repeating the errors of the open web

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Over the last decade, publishers’ drive to maximize their digital advertising revenues nearly ruined the open web, as the financial incentive to monetize every inch of digital real estate led to a whack-a-mole landscape of pop-ups ads that sacrificed sensible design for the sake of profit.

Now, even as publishers have begun to prioritize user experience across their websites, many risk repeating their old mistakes in the channel of email newsletters. 

Newsletters have enjoyed a renaissance among media companies, thanks in part to their ability to build habits in readers and collect valuable data without relying on the fickle distribution of social platforms.

Advertisers have also embraced the channel, according to Nicole Perrin, the vice president of business intelligence at Advertiser Perceptions.



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