It takes a publisher around six weeks on average to test and deploy a new identity solution, not to mention the maintenance they have to do over time. No wonder publishers are stressed out.
The machines are learning. They’re also generating emails. And publishers that monetize on identity could be in for a rude awakening if they don’t have an “MGE mitigation plan” in place as part of their overall email authentication strategy, said Scott Messer, a media consultant and founder of Messer Media. Yes, MGE. Add it to […]
Show me a digital publisher, and I’ll show you a team of people busily doing their best to collect first-party data before the clock runs out on third-party cookies. But, depending on the site, roughly 5% of the emails that publishers collect from their readers – fine, call it zero-party data, if you must – are generated by machines.
Without the email address of the person you’re targeting, your digital ad isn’t working as hard as it should. But consumers are getting wary. The advertising industry needs to give consumers back control over communication before machine-generated emails threaten inventory monetization just like ad blockers, writes Keith Petri, CEO & Founder of lockr.
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Keith Petri, chief strategy officer at Screen6. A recent report from comScore showed that consumers are spending more time on their smartphones, tablets and connected TVs than ever before, and it’s not necessarily […]
