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InContext Newsletter: DCN’s weekly briefing of media news – December 13, 2018

December 13, 2018

By Michelle Manafy, Editorial Director - DCN

Weekly insights into the business of digital content

Articles

Why publishers see a future in a DTC/advertising hybrid model

After a brief hibernation, the era of direct-to-consumer revenue (DTC) is back and booming. It’s a far cry from the distant days of 2016 —when nearly every news publisher was rushing headlong into distributed publishing on social channels, relying primarily on the reach of the platforms and their ad networks to deliver significant revenue.

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6 Actions Buyers and Publishers Can Take to Fight Digital Ad Fraud

With digital ad fraud on the rise and the costs to both publishers and buyers growing, knowing how to successfully combat it is a necessary skill for publishers and buyers alike. Follow these six steps to minimize the impact of digital ad fraud on your business. Read more from Alliance for Audited Media.

 

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How OTT will be sold in 2019 and beyond

OTT content is now viewed more on TV screens than smartphones. From an advertising perspective, that means larger and more valuable video. Large format digital video has always translated to higher ad value. However, the biggest determining factor of worth is determined by how its sold: direct or programmatic.

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3 data-based opportunities publishers should be tracking in 2019

Publishers and marketers are increasingly investing in data collection. Some are becoming incredibly sophisticated with their data use but there is still a reservoir of untapped opportunities and many obstacles to overcome. So, how will the data scene change for publishers and marketers in 2019?

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Research reveals that ad tech is reducing reader trust

Advertising is a fundamental part of news publishers’ revenue model. Within the digital advertising marketplace, programmatic and advertising technology are a large part of the ecosystem. A new research report, Guide to Advertising Technology, from the Tow Center for Digital Journalism, looks into programmatic advertising and the influence of ad tech on the practice, distribution, and perception of journalism.

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