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InContext Newsletter: DCN’s weekly briefing of media news – June 22, 2017

June 22, 2017

By Michelle Manafy, Editorial Director - DCN

Weekly insights into the business of digital content

Articles

Why the duopoly should help publishers drive subscriptions

It’s been difficult to motivate the big drivers of digital content consumption – namely Facebook and Google – to help push payments for publishers. There are good reasons for this: The tech giants don’t have an inherent reason to drive subscriptions or put up walls between their unfettered platforms and paid content. But if they truly want to support quality journalism and the good content that delivers so much drives so much engagement on their platforms, then it’s important they put time and resources into supporting these publishers.

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What marketers need to know about the impact of negative digital advertising experiences on their brands

Programmatic advertising will account for 80% of all digital display advertising in 2017. However, this technology-driven ad buying process has seemingly created as many problems at it’s solved, in the forms of both wasted ad spend and brand risk exposure. In response, CMOs are taking steps to protect and safeguard their brands by reducing spend in certain digital channels until better controls and compliance measures are in place. With all of the talk over the past couple of years about ad fraud and compromised viewability rates, we as an industry have sort of overlooked the implications of online advertisements that are seen, but in sub-optimal settings.

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Direct buys and non-blind programmatic need context to solve brand safety

The dust has largely settled after March’s brand safety scandal – however the problem hasn’t gone away. Although some brands are reported to have returned to Google advertising by May, others – including Pepsi, Tesco, and Marks & Spencer – were still waiting for solid guarantees from Google over and above what has already been promised. The changes Google says it has already taken to improve brand safety haven’t been bedded in, aren’t sufficient for some brands, and still lack a vital component – third party verification.

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A fan-centric formula is a must for the media businesses today

According to PwC’s annual report, Perspectives from the Global Entertainment and Media Outlook, today’s entertainment and media companies must be “fan-centric.” And to remain competitive, they must use technology and data to attract, retain, and engage consumers. Content and distribution remain important factors in monetization and healthy survival rests on a positive user experience. Businesses built on occasional and noncommittal visitors are not likely to succeed.

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