(Wall Street Journal) – Online tracking on 50 of the most-visited websites has risen sharply since 2010, driven in part by the rise of online-advertising auctions, according to a new study by data-management company Krux Digital Inc. Read more on Wall Street Journal. Download the full Krux Cross-Industry Study here. Our partner Krux, which sells a service for website publishers to protect their customer data, conducted a study on data theft by crawling 6-10 pages on each of the 50 most-visited sites. Their findings uncovered that the expansion of the online industry’s data-collection efforts has caused massive data leakage for publishers.
The Internet has changed publishing forever—not just how people consume information, but also how marketers reach those consumers. Marketers can now build cross-web consumer profiles across sites and devices. And they can target those consumers on interests, purchases, actions, and inferred or explicit demographic details without the publisher ever being involved. For the first time ever, it’s not unreasonable to expect the marketer to understand a site’s audience better than the publisher.
In today’s increasingly fragmented media landscape, publishers with high-quality, journalistic content can only survive by protecting their inventory and user data. It doesn’t take a rocket scientist to understand that scarcer inventory begets better rates. Over the past several years, many exchanges and supply-side platforms emerged with their own solutions to help premium publishers capitalize on their unsold inventory. They promised premium publishers increased CPMs across tier-two inventory, while also harboring their inventory and user data in a protected environment and preventing leakage of these valuable assets across the web.
(Reuters) – As more newspapers cut back on print to reduce costs and focus on their websites, a troubling trend has emerged: online advertising sales are stalling. In the first quarter, digital advertising revenue at newspapers rose just 1 percent from a year ago, the fifth consecutive quarter that growth has declined, according to the Newspaper Association of America, a trade organization.
By 2017, there will be no printed metro newspapers, no local network TV stations, and few printed magazines. Weekly newspapers and video will be thriving. Tablets will be common and cheap. WiFi and WiMax will be everywhere. What do these and other predictions mean for the newspaper industry?