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Publishers’ Alliances: Damage Control Or Potential For A Brighter Future?
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Publishers’ alliances – where publishers combine to extend their respective reaches – has become more popular over the last few years, and Alessandro de Zanche looks at the benefits and challenges in The Side Seller column for AdExchanger, and wonders whether they’re partly damage control. As well as making themselves more attractive to media agencies as well as brands, these type of alliances benefit the publishers by letting them share audience data. On the other hand, issues might include a negative effect on data quality and consistency, as the publishers involved might use completely different data sources and tools. Despite this, there are of course ways to mitigate it and make alliances the way forward, as de Zanche discusses.

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