Get to know your audience

For many publishers, the debate over digital content paywalls is focused on one key question: Will the gain in subscription revenue offset the loss in advertising revenue? It’s an important question, but it implies (rather incorrectly) that paywalls and ads are mutually exclusive.

In truth, a paywall can actually enhance the value of a publisher’s ad inventory because it encourages the collection of accurate audience data. Given the recent shift to audience selling in the digital ad market, such user data is the gold dust that can transform commoditised impressions into something significantly more valuable. Read more on Get to know your audience…

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