By Greg Mason, CEO of Purch

For years, publishers have raced to win over new online audiences, wherever those audiences might be — on Facebook, Google and myriad other platforms that readers use every day. The thought process behind this mad chase was simple: To stay relevant, publishers reckoned, they had to reach as wide of an audience as possible, across as many platforms as possible — surely profitability would follow.

This thought process turned out to be partly correct; entire media empires have risen on the backs of digital platforms. But profitability? It turns out that the immense ad revenues associated with larger audiences were not a foregone conclusion. The platforms hosting those audiences, namely Google and Facebook, now guzzle up ad revenue like water at the finish line, taking $.70 of every new dollar spent my marketers, while leaving publishers with ad-supported business models high and dry.

But there is a way forward for those publishers that now find themselves floundering. To get ahead, they need to differentiate themselves ruthlessly.

Read the full op-ed on DCN.

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What do you get when you combine data, technology and dozens of business leaders eager to share their knowledge with others? You get Outsell DataMoney— a unique event happening this week (Feb. 1) in New York that’s driving the conversation about data monetization forward.

Outsell DataMoney will feature leaders from innovative companies — including Honeywell, Dun & Bradstreet, Dow Jones and, of course, Purch. Our COO and president, Doug Llewellyn will be there to discuss how companies across industries can use data to achieve their business objectives. As a leader in the digital publishing industry, Doug will focus on new advances in data technology that provide publishers (but also many other types of businesses) the insights they need to develop valuable services and products for their customers.

In today’s publishing world, the companies finding success are those that shift from a focus on scale (as many eyeballs as possible on their sites) to an intent-based model that homes in on the behaviors and actions of each user to drive greater value for consumer, marketer, and publisher.

Here at Purch, we’re leveraging data in ways unimaginable only a few years ago. By using data to understand customer intent, watch behavior in-real time, and analyze revenue on an ongoing basis, we’ve built a data-driven shopping ecosystem that is at the heart of its growing next-generation publishing business. We’re looking forward to sharing insights with our peers at DataMoney.

Follow the conversation about this year’s DataMoney conference on Twitter.

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