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»The Sell Sider

TripAdvisor Journeys Into Non-Travel Advertising

Up until last year, TripAdvisor primarily sold to travel advertisers and online travel agencies. But that's changing out of necessity. TripAdvisor’s core hotel ad business has declined as Google encroaches on its hotel research-and-booking revenue with its own planning tools. In TripAdvisor’s most recent earnings report, revenue from hotel ads shrank 14%. So the 20-year-old company is pitching nonendemic... Continue reading »
by Sarah Sluis // November 15th, 2019 //
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How Publishers Can Fight The Identity Crisis

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Matt Prohaska, principal and CEO at Prohaska Consulting. I am finding that the major issues in our industry are increasingly overlapping with the major issues of our country, and not just when hearing Zuck,... Continue reading »
by AdExchanger // November 8th, 2019 //
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Game Publisher Tilting Point Knows User Acquisition – And Shows Others How It’s Done

Tilting Point doesn’t just develop its own free-to-play mobile games. It helps other app publishers run performance marketing campaigns and, in some cases, even funds their game development. “We call it progressive publishing,” said CEO Kevin Segalla, who founded the studio in 2012. Over the last few years, Tilting Point has invested tens of millions... Continue reading »
by Allison Schiff // November 1st, 2019 //
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What Programmatic Can Learn From TV

“The Sell Sider” is a column written by the sell side of the digital media community. Today's column is written by Rachel Parkin, executive vice president of strategy and sales at CafeMedia. The impending privacy cloud looms large. With the EU’s General Data Protection Regulation in place and the California Consumer Privacy Act soon to... Continue reading »
by AdExchanger // October 25th, 2019 //
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Data Platforms Enable First-Party Data Strategies – But Aren’t A Substitute For One

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. After several months of debate, speculation and conflicting positions following the earthquake caused by privacy regulation changes and global trends, the industry seems to cluster... Continue reading »
by AdExchanger // October 18th, 2019 //
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Inside The Data-Crunching That Powers Ziff Media Group’s $1 Billion Affiliate Commerce Biz

As media properties march to the drumbeat of revenue diversification, many are pursuing affiliate revenue aggressively. Meanwhile, Ziff Media Group has run a thriving affiliate commerce business for years, all the while increasing its level of data-driven sophistication. Ziff Media Group drives $1 billion in last-click attributed revenue a year. In contrast, BuzzFeed’s business totaled... Continue reading »
by Sarah Sluis // October 16th, 2019 //
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Some Unsolicited Advice For Surviving The ‘Cookiepocolypse’

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Pete Spande, chief revenue officer and publisher at Insider Inc. The “death of cookies” may be second only to “year of mobile” as ad industry prediction fails. Both forecasts felt tired after too many false... Continue reading »
by AdExchanger // October 11th, 2019 //
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Marketers, Do You Know What’s On Your Block Lists?

“The Sell Sider” is a column written by the sell side of the digital media community. Today's column is written by Scott Gatz, CEO and founder at Q.Digital. It was the first day of LGBTQ Pride Month and a major brand advertiser was sponsoring our Pride coverage, running creative with diverse LGBTQ representation. It was a... Continue reading »
by AdExchanger // October 4th, 2019 //
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Patch Wants To Be The Bright Spot In Local News

For many communities, the math doesn’t work anymore for ad-supported local news. Roughly 1,800 local papers closed between 2004 and 2018, replaced by only 400 online-only sites, according to a UNC study. “The news desert issue is real,” said Patch President Warren St. John. For Patch, the dearth of local content presents an opportunity to... Continue reading »
by Sarah Sluis // September 27th, 2019 //
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News App SmartNews Eschews Subscriptions For Good Old Advertising

When Japan-based SmartNews raised its most recent funding round – $28 million in August – the company’s valuation hit $1.1 billion. It’s an eye-popping appraisal for a news discovery app. There aren’t many ad-supported unicorns galloping around the digital news biz these days. SmartNews has raised just over $116 million since 2013. The app, founded in Tokyo... Continue reading »
by Allison Schiff // September 18th, 2019 //
»
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