Dive Brief:
- Not wanting to be left behind in the data-centric targeting space, digital media companies are opening the door to personalization.
- Last week during Advertising Week, Condé Nast’s CMO spoke on the value of its subscriber data.
- This move on the part of media companies is a reaction to the success of Facebook, Google and other tech firms that are making the most of user data for personalized marketing.
Dive Insight:
Edward Menicheschi, CMO and president at Condé Nast, said during a panel at Ad Week, “There are certain advantages that legacy media companies have especially because of our subscriber files, tens and tens of millions of them. We’re in their homes; we know them.”
For marketers, gaining access to publisher’s subscriber data should offer new opportunities for personalization and highly targeted campaigns. A Signal survey found that 80% of publishers are concerned about keeping up with Facebook and Google’s ad products.
“While digital display advertising is growing overall, we are hearing from the vast majority of publishers that their ad revenues aren’t keeping pace," Kathy Menis, senior vp of marketing at Signal, said in an interview with Digiday. "They’re fighting for ad dollars with walled gardens like Facebook and Google, which can offer large, customized, addressable audiences to advertisers. This is the new battleground."