A new Forbes Insights report explores the ever-expanding role of data in the digital economy and features insight from Purch CEO, Greg Mason, on the unique way that we make sense of and utilize our engagement data. You can download the full report here.
Greg Mason recently sat down with Chief Executive Network to discuss his role as a growth CEO and explain how Purch has skyrocketed to the top of the tech vertical. Read the full interview for insights into our growth strategy, company values and value proposition.
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.
Special interest publisher Purch Inc. expects to buy or merge with a rival to triple revenue from $120 million, said Chief Executive Officer Greg Mason.
Purch CEO Greg Mason recently attended Web Summit in Lisbon (Nov. 6-9), the world’s largest tech conference. There, he joined Parse.ly’s Sachin Kamdar and BBC’s Fiona Campbell in a discussion about how publishers can “break through the online noise” and create content that can be monetized. Watch the panel discussion to find out how Purch is making content pay in 2017 and beyond.