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InContext Newsletter: DCN’s weekly briefing of media news – October 5, 2017

October 5, 2017

By Michelle Manafy, Editorial Director - DCN

Weekly insights into the business of digital content


If you’re pivoting to video, do it right

The phrase “pivot to video” has become something of a cliché in the media industry. Lately, the mere mention of this phrase triggers a slew of mean-spirited tweets, resentment, and existential mourning for the written word among those who wonder what publishers are thinking — and where their strategy lies.

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Buyer beware: Programmatic advertising report emphasizes the importance of brand safety

For the past several years, marketers shifted digital ad budgets “gleefully to programmatic engines that promise efficiency and hands-off effectiveness.” These days, as much as 80% of all online display activity is transacted through technology-based exchanges that offer promises to “hyper-define, hyper-target and hyper-engage with minimal human monitoring.” In retrospect, it all seemed to just a little bit too easy: superior targeting, engagement and tracking—and all for lower costs.

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Three lessons the Pacific Northwest can teach local media everywhere

The transformation of the media business shows no signs of slowing. While all areas have been disrupted, local news has been among the hardest hit. These neighborhood news providers have seen steady cuts and closures. This has left “news deserts” in which wide swaths of America have a troubling shortage of local news coverage. Undoubtedly, local news remains important to the communities it serves and its survival essential.

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