What keeps marketers and publishers up at night? The answer to that question is broken up into two parts. Part one: The constant wondering of whether or not their ads are going to be seen by their targeted audience. Part two: Will their campaign capture the goals that they hope to achieve?

As advertisers spend more and more of their budget on branded and native content, the pressure to engage with their targeted audience(s) in a way that drives the fastest path to action by way of subscriptions, registrations and/or purchases, is on.

Publishers are on the lookout for some type of competitive advantage that not only helps them, but also helps marketers reach their target audiences across all devices. What could possibly be the solution to this challenge? Does one even exist? Well, as a matter of fact it does, and it lies in the use of personalization.

While personalization is not a new concept, significant improvements in technology, combined with the ability to collect more detailed audience data across all devices, has empowered publishers to invest heavily in personalization. With these improved abilities, the likelihood of directly communicating with a publisher’s targeted audience is at an alltime high.

The Atlantic is an example of one publisher taking advantage of what personalization has to offer. Their strategy is based off of the data collected from the content that their readers are consuming, along with their subscription information. Using that data, The Atlantic can now create custom messaging across devices to connect with the right audience. Using this information, a personal and targeted message can be created, which likely improves the odds of an action taking place. In the end, personalization is the remedy that helps both marketers and publishers sleep a little easier at night.

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Posted by Dan Exter

Dan Exter started his media career working in content creation and video production for Cablevision (currently Alice USA). During his seven years at Cablevision, Dan worked for one of the company's exclusive network properties, MSG Varsity, the first 24/7 high school sports network. As a Digital Producer, Dan created original and engaging content for all of MSG Varsity’s viewing platforms consisting of a linear channel, mobile application, digital publication and a video on-demand (VOD) channel. He also led in the network’s social media initiatives and created a low-cost production formula for full-game broadcasts, which would soon become the network’s most popular source of content. He is a Digital Media Analyst on the consultancy and strategy team at Theorem. Get in touch with Dan.

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