The Media Minute 11.2.22

Google Ads Data Hub (ADH), a cloud measurement solution based on privacy, will become two separate dedicated platforms. The move will allow Google to build more tailored solutions on each to support the needs of two distinct types of customers. One will become Ads Data Hub for Measurement Partners. The other will become Ads Data Hub for Marketers. The features being developed for each will let Google provide the most value each market. It also will help marketers make the most of first-party data.

There are signs that publishers are cutting ad counts to protect reader data. In print, more advertisements generally mean more money. That legacy thinking has dominated digital publishing for a long time. But there are signs that publishers are cutting ad counts, rethinking their approach to optimal ad space in the age of first-party data.

As always, Google can cause chaos for publishers depending on the digital behemoth’s whims. This autumn was a whirlwind for publishers as Google released not one but three algorithm changes over the course of a month that affected content rankings, specifically of product reviews. It’s another example of how the tech giant can cause disruption for publishers that have built businesses around trying to take advantage of its algorithm to reach people.

Dynamic or intelligent paywalls have great potential and are being used by many publishers successfully. John Wilpers, author of FIPP’s annual Innovation in Media report called dynamic paywalls the “hottest new tool” that are helping publishers secure, “significant sustainable reader revenue.”  Dynamic paywalls use machine learning and artificial intelligence to adapt to users’ behavior and restrict access to content accordingly. They can automatically alter article limits and even deliver personalized subscription pitches based on readers’ consumption habits.

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