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.
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