By Tobi Elkin

RTBlog spoke with Phil Barrett, senior VP at Purch, a publisher of Web titles that include Tom’s Guide and Tom’s Hardware. Purch sites help people make buying decisions about technology. Barrett discussed his predictions for 2016, which include a new emphasis on consumers’ lifetime value and commerce replacing traditional ad revenues.

The App vs. Mobile Web War is Dead; Lifetime Value Becomes the New Fight.

“The app vs mobile Web war is over, and it’s safe to say that apps are winning the battle. As consumers increasingly trend toward the in-app experience, publishers are feeling the pressure.

“In 2016, it’s imperative for media companies to focus on increasing the number of ‘lifetime value’ (LTV) customers they attract to their sites through apps and decide how best to capture their attention for the long haul. It will be crucial to understand the importance of offering LTV customers a relevant user experience, versus serving them an ad the first time they visit a site.

“With mobile apps, there’s a much stronger opportunity to develop relationships with consumers and develop LTV.  Publishers can offer services and useful benefits and will focus on monetizing consumers over a longer period of time.

Header Bidding Heats Up.

“Over the past couple of years, we saw publishers begin to delve into header bidding. Even though the new technology allows exchanges to bring in demand before the ad server call, it kills the waterfall approach where direct buys occur first.

Read the full article here:


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