Effectively using the data from each part of the technology stack means better business decisions and happier customers. Here’s a quick overview of the data roadmap to guide publishers to making the right decisions.
At this year’s CES, a Sony executive talked about how the company tested four different types of native ad movie trailers within Facebook for different markets. One did so well that they decided to run it as a television commercial.
None of this would be possible with without the insight from detailed analytics. Analytics can answer myriad questions: Are publishers running too many ads with their content? Would viewers watch more if the content was shorter? Is ad inventory priced correctly? Effectively using the data from each part of the technology stack means better business decisions and happier customers. This article introduces a quick overview of the data roadmap that can direct publishers to making the right decisions about content and advertising.
For example, the staff at eight-year-old news and current events site Newsy built its own analytics dashboards. “We have dashboards for revenue, we have dashboards for editorial teams. I look at it multiple times a day,” says general manager Blake Sabatinelli. Newsy also has a large syndication business and deliver ads programmatically via first- and third-party data.
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