THE DATA BROKERS BUSINESS MODEL

“This is where first-party data becomes so important. Rather than developing entirely new inventory strategies, which is a heavy lift, publishers can look to what they already have — rich behavioural, subscriber, and social data, most of it seriously underleveraged. When used properly, first-party data can help publishers drive revenue in two ways — directly and indirectly. It can help them to stop working harder and start working smarter.

— StreetFightMagazine

Selling data-as-a-service (DaaS) has proven to be very lucrative for some companies. Its success has fulfilled the prophecy of Prescott Shibles, Senior VP/Data of advertising firm Randall-Reilly, who told the Connectiv Executive Summit that “targeting data will soon be worth more than advertising inventory.” Today data can actually make you some serious money. Unfortunately, few media companies have figured out how to make that happen.

“Publishers who want to not only compete but also thrive in today’s media market need to look at what they already have in their back pocket,” said Fred Marthoz, Managing Director at data solutions company Lotame, speaking to WhatsNewInPublishing.com. “We often talk about the pivot to video or the pivot to podcasts. The pivot to data is really the biggest opportunity in the market today.”