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»about.com

Slicing And Dicing Your Way To Nothing; Vogel’s Advice For Publisher Moguls

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Personalization Delusion The ability to dynamically scale creative and A/B test dozens – even hundreds – of ad campaign permutations, all potentially targeting specific audience types, has led marketers away from making a single piece of creative that stands alone and appeals to as… Continue reading »
by AdExchanger // June 29th, 2022 //
»
About.com Retires, Rebrands As Vertical Publisher Group Dotdash

IAC-owned About.com is losing its web 1.0 moniker and rebranding as Dotdash. Dotdash is the umbrella brand behind About.com’s slew of new vertical sites, which includes properties like personal finance-focused The Balance, as well as the health and fitness site, Verywell. Neil Vogel claimed that the vertical reinvention last year is paying dividends. Verywell, for… Continue reading »
by Kelly Liyakasa // May 2nd, 2017 //
»
About.com Pushes To Reinvent As A Vertical Publisher

About.com grew up during the big portal-publisher era that included Yahoo, MSN and AOL. Similar to those other Web 1.0 properties, About.com, too, was acquired – for nearly $300 million in 2012 by IAC – and forced to reinvent in the platform age of Facebook. After a complete site redesign two years ago, About.com is… Continue reading »
by Kelly Liyakasa // September 7th, 2016 //
»
About.com CEO: On A Path Toward Better Programmatic

A year-long effort to redesign About.com and ramp up native ad formats forced the publisher to take a hard look at itself. On the plus side, there was no dearth of content onsite. “We make 6,000-7,000 new pieces of long form content every month and we have a corpus of over 3.5 million articles,” Neil Vogel, About.com’s… Continue reading »
by Kelly Liyakasa // September 3rd, 2014 //
»
Comics: Answers?

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…
by Nate Neal // August 10th, 2012 //
»
Updated: Peter Horan Is Taking About Group Back From The NYTCo

Update: The NYTCo is confirming that it is in talks with Answers.com concerning the sale of The About Group. Read the release. We’ve been hearing rumors the past two days that the New York Times Co.’s About Group, which has been experiencing steady revenue declines the past year, is being sold to Answers.com. Interestingly, Answers.com’s… Continue reading »
by David Kaplan // August 8th, 2012 //
»
 

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