{"id":16153,"date":"2020-07-10T13:19:39","date_gmt":"2020-07-10T07:49:39","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=16153"},"modified":"2022-11-01T22:23:41","modified_gmt":"2022-11-01T16:53:41","slug":"5-things-we-learnt-at-the-digiday-publishing-summit-live","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/5-things-we-learnt-at-the-digiday-publishing-summit-live\/","title":{"rendered":"5 Things We Learnt at the Digiday Publishing Summit Live","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"has-background\" style=\"background-color:#e5ffea\"><em>We recently got the opportunity to attend the Digiday Publishing Summit held virtually. Here are <strong>5 important insights<\/strong> we attained for publishers. <\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>AdPushup recently sponsored and attended the Digiday Publishing Summit Live held from March 24 to March 26, 2020. Following what has become a new normal for events, the Summit was held virtually.<\/p>\n\n\n\n<p>Some of the speakers included industry leaders from organizations like New York Times, Bloomberg Media, Dotdash, Atlantic Media, Washington Post, and others.<\/p>\n\n\n\n<p>On all the three days, the event mostly focused on providing insights to publishers on building a subscription model, surviving in the post-cookie era, and shifting focus to first-party data.<\/p>\n\n\n\n<p>We have assembled the most important insights for publishers which will help them survive the 3P cookie crisis and the inevitable financial loss during the pandemic.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/5-things-we-learnt-at-the-digiday-publishing-summit-live\/#Everything_is_Accelerated\" >Everything is Accelerated<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/5-things-we-learnt-at-the-digiday-publishing-summit-live\/#First-Party_Data_is_the_New_Normal\" >First-Party Data is the New Normal<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/5-things-we-learnt-at-the-digiday-publishing-summit-live\/#Experiment_with_Subscriptions\" >Experiment with Subscriptions<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/5-things-we-learnt-at-the-digiday-publishing-summit-live\/#Advertising_Revenue_is_Not_Going_Anywhere\" >Advertising Revenue is Not Going Anywhere<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/5-things-we-learnt-at-the-digiday-publishing-summit-live\/#2020_is_the_Year_of_News_Publishers\" >2020 is the Year of News Publishers<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/5-things-we-learnt-at-the-digiday-publishing-summit-live\/#Conclusion\" >Conclusion<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/5-things-we-learnt-at-the-digiday-publishing-summit-live\/#FAQs\" >FAQs<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-everything-is-accelerated\"><span class=\"ez-toc-section\" id=\"Everything_is_Accelerated\"><\/span>Everything is Accelerated<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-how-to wp-block-yoast-how-to-block\"><p class=\"schema-how-to-description\">One of the key things that were discussed was the acceleration that has been observed in the web publishing and ad tech industries. Within the last two years, some of the developments like:<\/p> <ol class=\"schema-how-to-steps\"><li class=\"schema-how-to-step\" id=\"how-to-step-1667316989861\"><strong class=\"schema-how-to-step-name\">Google sunsetting third-party cookies,<\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1667317005951\"><strong class=\"schema-how-to-step-name\">The Black Lives Matter movement inviting a cultural reckoning in the media industry,<\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1667317016537\"><strong class=\"schema-how-to-step-name\">The <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/minimize-impact-on-ad-revenue\/\" target=\"_blank\">pandemic impacting finances<\/a>, etc.<\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><\/ol><\/div>\n\n\n\n<p>All these have taken place simultaneously and likewise publishers came up with accelerated responses.<\/p>\n\n\n\n<p>For example, ever since Google <a rel=\"noreferrer noopener\" href=\"https:\/\/resources.adpushup.com\/what-next-after-cookies-answers-from-ad-ops?utm_source=website&amp;utm_medium=navbar\" target=\"_blank\">announced<\/a> deprecating of third-party cookies, several solutions such as the <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/google-privacy-sandbox-a-look-at-the-alternative-to-third-party-cookies\/\" target=\"_blank\">Privacy Sandbox<\/a>, <a href=\"https:\/\/www.adpushup.com\/blog\/iabs-project-rearc-a-possible-solution-to-third-party-cookie-apocalypse\/\">Project ReArc<\/a>, and others have turned up.<\/p>\n\n\n\n<p>Publishers have also responded quickly to <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/keyword-blacklisting-why-publishers-are-losing-ad-revenue-to-it\/#:~:text=Keyword%20blacklisting%20is%20a%20process,blocks%20them%20from%20showing%20ads.\" target=\"_blank\">keyword blacklisting<\/a> during COVID-19\u2019s beginning. This reflects the promptness in the response of web publishers and their maturity in dealing with these crises.<\/p>\n\n\n\n<h2 id=\"h-first-party-data-is-the-new-normal\"><span class=\"ez-toc-section\" id=\"First-Party_Data_is_the_New_Normal\"><\/span><a href=\"https:\/\/www.adpushup.com\/blog\/activate-first-party-data\/\">First-Party Data<\/a> is the New Normal<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>For a long time, the digital advertising industry has heavily relied on <a href=\"https:\/\/www.adpushup.com\/blog\/google-delays-the-phasing-out-of-third-party-cookies-until-2023\/\">third-party cookies<\/a>. But by using third-party cookies, publishers and advertisers have lost their consumer trust and compromised user privacy. This has to change now with all prominent web browsers actively taking steps to deprecate third-party cookies.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-style-large\"><p>The tracking era is declining. I think the original sin of the internet media was separating the audience data from the media impressions because it inadvertently commoditized the <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-determine-the-value-of-your-ad-inventory\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad inventory<\/a>. The GDPR was the warning sign and a lot of people did not take that seriously. But in fact, it was the front edge of a big change.<\/p><cite><a href=\"https:\/\/twitter.com\/bmorrissey\" target=\"_blank\" rel=\"noreferrer noopener\">Brain Morrisey, Editor, Digiday<\/a><\/cite><\/blockquote>\n\n\n\n<p>For publishers, things might sound challenging &#8211; the switch from third-party to first-party data will not be easy. It will take time, money, and resources, but all these will be worth it, in the long run. In fact, ad tech has started developing <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-recover-from-third-party-cookie-blocking\/\" target=\"_blank\">first-party data solutions<\/a> to help both publishers and advertisers mitigate the crises.<\/p>\n\n\n\n<h2 id=\"h-experiment-with-subscriptions\"><span class=\"ez-toc-section\" id=\"Experiment_with_Subscriptions\"><\/span>Experiment with Subscriptions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A larger part of the Summit focused on tips to build a robust subscriber base with a high retention rate. The COVID-19 pandemic has induced a dramatic decline in <a href=\"https:\/\/www.adpushup.com\/blog\/tips-to-increase-programmatic-video-ad-revenue\/\" target=\"_blank\" rel=\"noreferrer noopener\">advertising revenues<\/a>. In order to avoid in-house layoffs and furloughs, brands had to inadvertently pull out ad campaigns and reduce budgets.<\/p>\n\n\n\n<p>With third-party cookies on the verge of deprecation, publishers have been left scrambling for alternatives to sustain while the digital advertising ecosystem rebuilds itself. So how do publishers cope in the meantime? The answer to that question is subscription models.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-style-large\"><p>We\u2019ve historically been an advertising led business media company, that\u2019s been a majority part of our revenues. Through our subscription business that we launched in May 2018, we\u2019re seeing significant growth which makes it such a valuable revenue stream.<\/p><cite><a href=\"https:\/\/twitter.com\/Justin_B_Smith\" target=\"_blank\" rel=\"noreferrer noopener\">Justin B. Smith, CEO of Bloomberg Media<\/a><\/cite><\/blockquote>\n\n\n\n<p>Subscription models are built on <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/how-first-party-data-will-drive-user-engagement-and-revenue-in-a-post-cookie-world\/\" target=\"_blank\">first-party data<\/a> where the user provides their email ID of their own accord. Publishers, in fact, have been able to retain users as well.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-style-large\"><p>Apart from making essential coverage free during the pandemic, multivariate A\/B testing, focus on newsletter blasts, reminding people of our mission and our importance in the moment have worked for us. And beyond that, as ad rates have dropped, we\u2019ve been aggressively focusing on our in-house inventory for subscription promotion as opposed to programmatic.<\/p><cite><a href=\"https:\/\/www.linkedin.com\/in\/mifinnegan\/\" target=\"_blank\" rel=\"noreferrer noopener\">Michael Finnegan, President, Atlantic Media<\/a><\/cite><\/blockquote>\n\n\n\n<h2 id=\"h-advertising-revenue-is-not-going-anywhere\"><span class=\"ez-toc-section\" id=\"Advertising_Revenue_is_Not_Going_Anywhere\"><\/span>Advertising Revenue is Not Going Anywhere<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The recent changes have filled many publishers with skepticism &#8211; whether advertising as a viable revenue stream or not. Despite that, experts at the Summit hinted at advertising-based revenue to survive and grow. Experts believed that there are no concrete answers at the moment because everybody is still experimenting with solutions.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-style-large\"><p>There\u2019s a lot of conversation about pulling out from advertising. But we think the advertising business will continue to be a viable option. The question lies in how we modernize and transform for a post-platform world.<\/p><cite>Justin B. Smith, CEO of Bloomberg Media<\/cite><\/blockquote>\n\n\n\n<p>Sara Badler, Head of <a href=\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\">Programmatic<\/a> at Dotdash, believes second quarter of 2020 has helped them understand how the audience interacts with the content. Hence, a majority of publishers are expected to follow the same path and put their time into building strategies keeping their audiences in mind.<\/p>\n\n\n\n<h2 id=\"h-2020-is-the-year-of-news-publishers\"><span class=\"ez-toc-section\" id=\"2020_is_the_Year_of_News_Publishers\"><\/span>2020 is the Year of News Publishers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>With most of the population sitting inside following lockdown or social isolation norms, media consumption has grown significantly. The increasing anxiety due to ongoing pandemic has made common people check news for updates.<\/p>\n\n\n\n<p>According to Statista, global news consumption has <a rel=\"noreferrer noopener\" href=\"https:\/\/www.statista.com\/statistics\/1106766\/media-consumption-growth-coronavirus-worldwide-by-country\/\" target=\"_blank\">increased by 36%<\/a> in 2020. This is a direct result of news publishers experimenting with content and revenue generation.<\/p>\n\n\n\n<p>The Atlantic, for example, dropped their paywall for essential coverage during the pandemic and noticed that it helped build trust in the audience. In return, users actively subscribed for the stories behind the paywall, thus increasing the subscriber base. The New York Times, on the other hand, set up remote teams that work in synergy to produce video content for users.<\/p>\n\n\n\n<p>To put it simply, news publishers went the extra mile to bring essential coverage to people. In return, despite revenue challenges, they have been rewarded handsomely by increasing consumer interest and trust.<\/p>\n\n\n\n<h2 id=\"h-conclusion\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><strong>Conclusion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The <a href=\"https:\/\/www.adpushup.com\/summit-post\/\">Digital Publishing Summit<\/a> was a learning experience for us. We learnt that large-scale events can also take place virtually and provide industry experts and leaders to connect and share ideas. We also learnt that even though alternate sources of revenue are being introduced in the web publishing industry, digital advertising will continue to thrive. All we need to do is build a digital advertising ecosystem where user data is not compromised.<\/p>\n\n\n\n<h2 id=\"h-faqs\"><span class=\"ez-toc-section\" id=\"FAQs\"><\/span>FAQs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1667317061144\"><strong class=\"schema-faq-question\">1. What is meant by first party data?<\/strong> <p class=\"schema-faq-answer\">A company&#8217;s first-party data is information it collects directly from its customers. The mosaic of data marketers have at their disposal includes first-party data (also known as 1P data). Other types of data can be supplemented, enhanced, and reduced with it.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1667321355823\"><strong class=\"schema-faq-question\">2. What is subscription and how it works?<\/strong> <p class=\"schema-faq-answer\">Subscription models charge customers on a recurring basis. In most subscriptions, they can renew or cancel at any time, and they decide how long and how often to receive each offer. Subscriptions are contracts between you and your customers.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1667321474735\"><strong class=\"schema-faq-question\">3. What do you mean by advertising?<\/strong> <p class=\"schema-faq-answer\">Advertising is a method of attracting the attention of the public to something, usually a product or service. Adverts are means of communication in which a product, brand, or service is marketed in order to attract interest, engagement, and sales.<\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>We recently got the opportunity to attend the Digiday Publishing Summit held virtually. Here are 5 important insights we attained for publishers. AdPushup recently sponsored and attended the Digiday Publishing Summit Live held from March 24 to March 26, 2020. Following what has become a new normal for events, the Summit was held virtually. Some<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":16328,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6440],"tags":[6465],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>5 Things We Learned at the Digiday Publishing Summit Live<\/title>\n<meta name=\"description\" content=\"We recently got the opportunity to attend the Digiday Publishing Summit held virtually. 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