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Discovery, Lerers consolidation yields an enviable audience

October 20, 2016

By Michelle Manafy, Editorial Director - DCN

Weekly insights into the business of digital content

Articles

Discovery, Lerers consolidation yields an enviable audience but bears risk

It’s hard to survive on your own as a digital media startup—even if you have 2.4 billion monthly video views. That was the conclusion of NowThis (with those big view numbers), Thrillist and The Dodo, which combined with Discovery Communications’ Seeker and SourceFeed Studios to create a new holding company, Group Nine Media. Discovery poured in $100 million for a 35% stake and the chance to take a majority stake over time. But not everything may be rosy with this kind of roll-up.

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Forrester Wave report dives deep into the marketing analytics market

Marketers are spending more than ever on the digital channel, and there are a plethora of vendors competing to ostensibly help these marketers spend their budgets more efficiently. Thus, as the saying goes, “If you aren’t confused, you aren’t paying attention”. But it’s the job of analysts like Forrester Research to help their clients sort through marketplace complexities and make smart decisions to help their organizations succeed. And with this goal in mind, the firm recently published “The Forrester Wave: Marketing Measurement & Optimization Solutions, Q4 2016.”

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The Weather Company’s JOURNEYfx location-based ads see the bigger picture

Geo-targeted advertising is not new, but The Weather Company has always taken its own unique path due to its ability to collect a raft of highly-specific, location-related information. Add into that a parent company, IBM, with a focus on cognitive computing and it comes as no surprise that Weather’s latest entrant into the digital ad market, JOURNEYfx, goes well beyond location to offer a smarter kind of targeting.

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DCN’s recommended reading: week of October 20, 2016

Here are some of the best media stories our team has read so far this week:

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