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InContext Newsletter: DCN’s weekly briefing of media news – July 20, 2017

July 20, 2017

By Michelle Manafy, Editorial Director - DCN

Weekly insights into the business of digital content

Articles

Discriminatory deals could close the open web

Earlier this week, we filed our formal comments with the FCC detailing DCN’s view on net neutrality. In the comments, we noted the potential hazards associated with allowing ISPs to give preferential treatment to some websites over other, particularly when it comes to those owned by the ISPs.

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How publishers can beat fraudsters at their own game

On the web, content fraudsters run sites that generate millions of views, get hundreds of thousands of fans, and even claw their way up to the top of search pages. Some of these sites are nothing but one person. With low-cost cash grabs taking over search and social, how can publishers win? To fix the system, they first must break it.

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Bringing measurement to podcasts

The lack of metrics and tracking in the world of podcasts has kept many advertisers away from the space. However, podcasting has been a boon for direct response advertisers like Squarespace, BlueApron, and Samantha Bee’s favorite, MeUndies. Apple recently announced that it will finally share analytics on listener behavior in aggregate. The data will help producers understand what content hooks listeners and where they drop off. But, beyond measuring listener behavior, Slate wants to answer one big question for brand advertisers: Do podcasts work?

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The Open Web Has A Lot To Learn From Social: Introducing Taboola Feed

Taboola is bringing a social feed-inspired experience to the open web. Every web page should surface a variety of interesting and personalized content, so consumers stick around. Brands now have an opportunity to reach their audience in a proven scrolling format consumers love that includes carousels, videos, app downloads, polls, and more—while still being adjacent to brand safe and premium editorial content.

 

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Publishers shift focus to vertical video

Mobile is changing the way we consume video online. No, this doesn’t just mean that they are watching more video on mobile. Mobile viewing behavior is impacting a lot more than you might imagine. In fact, MediaBrix ran an experiment which found that less than 30% of people turn their phone to view horizontal video ads, and when they do, they only watch 14% of the ad. So how are publishers reacting to this?

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 DCN’s must reads: week of July 20, 2017

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

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