If data is the new media, as some say, then lets see how some publishers are learning to monetize it as creatively as they have their editorial. Several publishers present and then compare different ways of leveraging their unique relationships with audience. From lead gen to ad targeting, audience intelligence to connecting the dots from ad impression to sales lifts, publishers share their new adventures in productizing data.

1. MAKING DATA THE NEW
(MONETIZED) MEDIA
JUNE 2017

2. GETTING THE DATA
Capturing over 20 data points for every editorial
story, including sentiment.
Leveraging a DMP to aggregate and store data.
Creating anonymous profiles from user sessions.
Pulling from multiple sources: internal metrics,
Google Analytics, comScore, Nielsen
Aggregating 3rd party audience segments and
matching those against the Newsy audience.

3. USING THE DATA
Launched Newsy+ product to bring data to traditional
advertising buys.
Sell against audience segments – both direct sold
and programmatically, generally at a 30-40% $ lift.
A wealth of data now allows us to make better
informed editorial decisions.
Knowing that 25% of our audience are auto intenders
and 37% are gaming enthusiasts is incredibly
powerful.

4. WHAT’S NEXT
Starting to gather first party data.
Having the most robust setup in place in advance of
advertising efforts for midterm elections.
Making sales team well versed in data-driven sales.
Continuing to onboard additional data partners.