Has AI brought an end to the metered paywall?

INMA – 11/06/2019

Trevor Kaufman

While building out their subscription strategies and setting their metered paywalls, media companies have grappled with finding the right balance of free pageviews and stopping users’ access — trying to determine the best way to maximise the balance of advertising and circulation revenue.

Of course, there is no magic number. Piano has seen visitors subscribe after a single pageview. Others take much longer to make the decision to convert, and some aren’t likely to ever subscribe at all. Those individual user-level differences vary based on a huge host of variables including geography, content consumption, visit behaviour, subject matter, device, and a wide array of other metrics.

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