By Diane Harding

Publishers are under pressure to continuously monetise their own inventory, as well as help advertisers justify their ad spend. ExchangeWire speak with John Potter, Chief Technology Officer, Purch, about how pubtech solutions can solve this problem and keep publishers ahead of the game.

ExchangeWire: How do Purch help customers connect content and commerce?

John Potter: By combining trusted content, product reviews, and services across our 25 brands, Purch enable purchasing decisions amongst our audience of buyers in both consumer and small- to medium-sized business markets. Purch’s proprietary publishing technology platform (pubtech) enables the rapid creation of high-quality, targeted content to create a seamless connection between high-intent buyers and performance-based sellers. Purch’s technology platform also optimises monetisation and profit, both internally and for third-party publishers, through our sophisticated ad-server and real-time bidding offering.

How can publishers rebalance their marketing mix outside of a brand marketing focus?

Publishers have traditionally relied on brand advertising, and brands tend to be overweighted in the marketing mix. The move to digital has triggered a shift to direct, affiliate, and performance marketing; and those are all the right moves to make as publishers rebalance their marketing mix. In addition, publishers need to look past capturing ‘eyeballs’ and monetisation through display ads/banners. Overall, we are moving to a world where publishers are going to be judged on their ability to connect buyers with sellers. Diversification includes customer acquisition through referrals and lead gen, native ads and native commerce, high-performance sponsored content, and mobile commerce and marketing.

For the full article please visit ExchangeWire

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Years ago, user-generated content (UGC) was typically perceived as “low-quality” media, or at the very least, “lowbrow” entertainment. While the bite-sized content was often engaging, if not inspired, brands tended to shy away from it in fear that an unsavory YouTube clip or crazy cat meme wouldn’t sit well–or neatly–next to their carefully crafted brand message.

That’s no longer the case, though–not when 80% of online content today is user-generated. Social media and self-publishing tools have created a glut of online amateur content while also increasing the overall quality of the material. As a result, we’ve seen a sea change in the way publishers work with and integrate UGC onto their sites, and the way they sell it as a value-add for brands.

Smart publishers have found ways to produce professional content, while also tapping their communities to enhance that content with their own. Also, more publishers now have a reputation platform in place allowing them to surface the best UGC and gather a wealth of data on the best experts in their communities. By doing so, publishers get brand-safe material to leverage-and opportunities for new revenue in the bargain.

Still, it’s a nascent, unique model that only a handful are embracing effectively. Here are, in my view, the top three.

By Antoine Boulin, President, Media, TechMedia Network

Read more: http://www.foliomag.com/2013/publishers-user-generated-content-new-opportunity#.UrIl5GRDta_

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TechMedia Network, a network of tech and science Websites with a global reach of over 72 million, is expected to today announce a native advertising offering that will span all of TMN’s owned and operated sites, which include its partner sites. Additionally, TMN has built a content discovery platform that will recommend native ads based on consumer behavior patterns. TMN’s new native offering will be for direct deals.

Mike Kisseberth, the company’s chief revenue officer, spokeexclusively with RTM Daily about the launch. It’s the first marketing product since TMN acquired Bestofmedia Group, which added Tom’s brand technology properties to TMN’s existing properties. ComScore ranks TMN fifth in global tech media reach and third domestically.

Living up to the “native” moniker, the company plans to use their editorial leadership to guide the content of the ads. To gear up for that, TMN today announced the appointments of Fritz Nelson and Mark Spoonauer as editor-in-chiefs of respective Tom’s brand properties. A TMN representative told RTM Daily that Nelson and Spoonauer are expected to help guide the content of the native ads.

Read more: http://www.mediapost.com/publications/article/210373/tmn-launches-native-ad-offering-editorial-staff-t.html#axzz2gWBueU00

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The always on technology of mobile is changing consumers’ online habits. When they used to go online to buy a movie ticket, for example, mobile allows consumers to watch movie trailers, look up reviews and then buy a ticket. Or not. This change in habits isn’t lost on one community-based hub; here’s how Tom’s Hardware is increasing engagement without giving up on their core content focus.

Read More: http://www.bizreport.com/2013/04/how-toms-hardware-is-changing-content-creation-engagement.html

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