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InContext Newsletter: DCN’s weekly briefing of media news – December 7, 2017

December 7, 2017

By Michelle Manafy, Editorial Director - DCN

Weekly insights into the business of digital content

Articles

Trust is an opportunity. Don’t miss it.

The problem is simple. The solution is hard.
A migration to automated channels for both the delivery of advertising and the discovery of content has represented a significant opportunity. However, as we have warned time and again, the industry needs to make consumer, advertiser, and publisher trust a priority in order to fully realize this opportunity. Now we have to ask ourselves: Has the industry failed in doing this?

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DCN’s new research: Trust as a Proxy for Brand Value 

As the digital landscape continues to shift, it’s essential to understand the value of trust in digital media and the components needed to build a successful consumer relationship. New DCN research shows that consumers today are increasingly using social media as their digital gateway to access information from news to entertainment. However, our research uncovered that, while consumers use social platforms as a principal access point for information, they often do not trust the content they find there.

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Why ads.txt is important to both sellers and buyers

With billions of dollars at stake, the digital advertising industry has attracted bad players who are fraudulently siphoning revenue from our industry, costing both publisher and brands dearly. It is estimated that it could cost the ad business more than $16 billion globally in 2017 out of a total $85 billion in spend. As a result, the industry is looking for ways to deal with advertising fraud. Ads.txt is at the top of the agenda as a way to help resolve this problem.

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DCN and Reuters Institute studies align: Trust is key for the success of digital media

The Reuters Institute and DCN both released significant studies on trust in digital information within a week of each other. Here’s a topline analysis of the many consistencies in the findings, and insights into how best to navigate the future of digital content and build trust in media.

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Metrics that matter: email marketing

Email marketing, which was likely the first digital marketing tactic to go mainstream, has experienced a public relations drubbing over the past decade. Maybe it all started in the wake of the CAN-SPAM act of 2003, and the category has yet to recover its shiny gloss. But savvy professionals know otherwise: When employed smartly, email can be one of the core components of a successful marketing operation.

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