You’ve heard the term, a lot. Native advertising is a reality. But as with many new “must have” tactics, we end up asking ourselves, “What exactly is it and how exactly should I be handling it?” That’s a good question, especially when the publishing world at large is still trying to define native advertising.
When you have an enterprise publishing system tied to your audience data, applying that information becomes the foundation for building multiple revenue streams, by tailoring content and offers in context to targeted segments of your audience.
There is no doubt as to the value in audience data when it comes to helping publishers monetize content more effectively. Yet, it’s becoming increasingly clear that audience data provides the most value when it is integrated with a publisher’s content management system.
Some publishers are using their analytics to expand their audience and advertising. As it turns out, there is a concerted effort to standardize audience data reporting for tablets, so that publishers can engage advertisers even more effectively.