B2B Media Is Leading with First-Party Data – and Unlocking New Revenue


Andy Kowl

For the longest time I resisted calling website visitors anything but readers. After decades as an editor and publisher, I pushed back on calling them “users.” I still don’t like the sound of it, but resistance is futile. Individuals you have a relationship with – be they core customers, newsletter subscribers, or occasional visitors – are all users who generate data. As recently as 3-5 years ago, while many B2B publishers talked about the importance of data, few were using it in a sophisticated manner. Since then we have hit the hockey-stick inflection point. First-party data is being monetized at an accelerated pace by more and more industry members.

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