The Media Minute 8.24.2021

Did you know that it takes about less than a second for a website visitor to form an opinion about your company? Whether they click around or contribute to your exit rate, you can use that data to your advantage. Based on these analytics, you can determine if your website and content strategy are effective.

Several months of preparation for the coming cookie-pocalypse appear to have brought publishers some peace of mind. They have not had quite the same effect on brands and agencies, according to Digiday+ research. As of the beginning of the third quarter of 2021, less than 50% of the publisher professionals Digiday surveyed said they were worried about their ability to target ads or measure their effectiveness without third-party cookies.

Although Google claims its privacy sandbox solution, FLoC (Federated Learning of Cohorts), will produce 95% of the per-dollar conversions that third-party cookies previously achieved, so far it has met with widespread resistance. Although a number of companies are either testing the sandbox this year (AdThrive, CafeMedia), or working with Google on their proposals (PubMatic), the criticism is certainly gathering momentum. This is significant, as ostensibly, Google is designing FLoC to become a fundamental part of the web, not just Chrome.

Nowadays, no single revenue stream is enough to sustain, let alone grow, a digital publication. Instead, online publishers are relying on a combination of revenue streams to ensure they can bring in sufficient capital… While most companies’ monetization strategies will include a combination of some, if not all of, these revenue streams, it’s important to have an understanding of each opportunity and current revenue trends to know which combination will work best for your publication — what’s your mix of six?

Share on FacebookTweet about this on TwitterShare on Google+Share on LinkedInShare on RedditEmail this to someone