What Marketers Should Know About Buying Publishers' Custom Audiences

When print was thriving, advertisers would simply use brands as a proxy for the audience they wanted to reach. Want moms? Buy People magazine. Now marketers know more about their targets, have better tools to find them and more ways to reach them. And traditional publishers stood by as digital-marketing budgets flowed toward audience-generating machines like Google's ad networks, Facebook and Twitter. But publishers are fighting back by building ad networks of their own. They're offering ad packages through tech-driven sales platforms designed to meet marketers and media agencies on the new playing field. "We should be thinking like a Google, Yahoo or Facebook," said Chip Schenck, VP-programmatic sales at Meredith. "The flow of money can begin to equalize."Four Things Publishers Should Know About Selling Custom AudiencesSELLING AUDIENCES WON'T KILL YOUR BRANDS Continue reading at AdAge.com Continue reading at 'Advertising Age'

[ Advertising Age | 2014-03-25 00:00:00 UTC ]
News tagged with: #things publishers #ad networks #fighting back #media agencies #playing field

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Nielsen's new measurement solution takes shape with custom audiences and ROI options

Nielsen One Alpha, to be showcased at Cannes, will add outcomes measurement options for CPG and automotive by early 2023. Continue reading at Advertising Age

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Longtime Publishing Marketing Executive Maryann Palumbo Dies at 75

Maryann Palumbo, who rose to become v-p and director of advertising, promotion, and publicity at New American Library, died April 3. Continue reading at Publishers Weekly

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Ukraine: A Call to Buy Rights to Support Publishers

Oleksander Afonin presents 'Books from Ukraine,' asking the world book publishing industry to support Ukrainian publishers. The post Ukraine: A Call to Buy Rights to Support Publishers appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives

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Hachette UK buys premium notebook and diary publisher Paperblanks

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Hachette UK buys education publisher John Catt

Hachette UK has bought John Catt Educational for an undisclosed sum in a deal that sees it become part of Hodder Education Group. Continue reading at The Bookseller

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Publishers Collaborate on Holiday Marketing Campaign

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Watkins Media owner Ifield buys John Hunt Publishing

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Quercus buys Arcadia Books as Bielenberg named publisher

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Bonnier Books UK buys Edinburgh indie Black & White Publishing

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HarperCollins Christian Publishing Centralizes Sales, Marketing

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Faith Publishers Aim for Men’s Market

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SPCK buys Lion Hudson's publishing business

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HarperCollins to Buy Houghton Mifflin’s Trade Publishing Unit

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Sponsored Content: how on-demand printing can help publishers break into new markets

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‘We don’t have visibility’: Google’s ad targeting limits expose publishers with reliance on open programmatic market and first-party data weakness

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Turner Publishing Buys Prospect Park Books

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Penguin to buy Simon & Schuster, create publishing giant

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Bonnier buys majority stake in Norway's Strawberry Publishing

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A Trump Memoir Would Sell. Will Publishers Buy It?

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