"The Drum's associate editor Sonoo Singh sat down with Taboola chief executive officer Adam Singolda and CBSi senior vice president and general manager of global programmatic revenue, Jason White to discuss what is it about growing and engaging an audience that keeps them up at night. "All problems center on solving how can I drive more revenue per visit, and effectively that should be every publisher's core KPI," said White. "We need to make sure that our content is more relevant, that ads aren't annoying.""
"Creating relevant, engaging content can mitigate problems like adblockers, and that involves embracing the utility of data, something Singolda said was once a fad. "I used to say always that data was just a cost center. There's more knowhow now. There's more talent that can do something with it. There's more courage and cultural change," said Singolda. Emotion and personalization are today's buzzwords, and data underlies them both. Watch the video to hear more about the evolving fundamentals of building online audiences."
All problems center on solving how to drive more revenue per visit, making revenue-per-visit the core publisher KPI. Content must be more relevant and ads less annoying to retain audiences and reduce adblocking. Creating relevant, engaging content mitigates adblockers and requires embracing data utility. Data has moved from being seen as a cost center to a valuable asset due to increased know-how, talent, and cultural change. Emotion and personalization rely on data to connect with audiences. Evolving fundamentals of audience building focus on relevance, data-driven personalization, and ad experience optimization.
Read at The Drum
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