SODP Dispatch - 18 July 2024

WEBINAR: Native Ads: Sustainable Revenue Stream or Buzzword?

🗓️ 25 July 2024
🕑️ 2 PM ET | 11 AM PT

Native advertising is expected to top $4.3 billion by 2027, thanks to a compound annual growth rate of 12.81%.

Native advertising has the potential to create a click-through rate 8.8 times higher than traditional display ads!

Yet, despite the massive potential of native advertising to generate sustainable revenue for publishers, many still struggle to identify the optimal strategy for integrating native advertising into their monetization and audience growth models.

Sponsored
Taption Review for 2024

By Kamalpreet Singh

AI has transformed the age-old transcription industry for good. However, there still remains a large gap between promise and delivery. Several AI-based transcription tools available today are either too slow, too inaccurate, or simply don’t work as well for non-European languages.

Taption’s AI transcription service claims to plug these gaps in the AI transcription space. Join us as we review this tool to see how well it lives up to its promise.

💡What you will learn:

• Taption’s pricing and features

• Getting started with the solution

• Next steps with the dashboard

• What we love about Taption and where there’s room for improvement

8 First-Party Data Strategies for Digital Publishers

By Saida Ayupova

Google will pull the plug on third-party cookies by the end of 2024. The time is now for publishers to establish pipelines to collect and utilize first-party data.

When developing sustainable first-party strategies, it is important that publishers define their approach – how they are going to build the foundation of their first-party data.

It involves three key steps:

• Data collection: Three data collection points can help strengthen publishers’ first-party strategy – audience behavioral data, campaign data, and CRM data.

• Data consolidation: Publishers should strive to unify the collected data on a Customer Data Platform (CDP) to create a complete, coherent view of each user in their database.

• Execution: In this phase, publishers have multiple avenues to engage with their audience and monetize their products/content.

🔎AnswerThePublic

AnswerThePublic listens into autocomplete data from search engines like Google then quickly cranks out every useful phrase and question people are asking around your keyword..
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📊2024 Zero-Click Search Study

For every 1,000 EU Google Searches, only 374 clicks go to the Open Web. In the US, it’s 360.
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From Clicks to Community: Embracing the Shift from the Traffic Era to Audience Era |  Scott Purcell via Man of Many on LinkedIn

The traditional metrics of success for online publications have long been centred around traffic numbers—page views, clicks, and unique visitors. However, the media landscape is undergoing a profound transformation. Publishers are now prioritising the quality of engagement over sheer quantity. This shift from the "traffic era" to the "audience era" is not just a change in metrics but a fundamental realignment of how we connect with our readers.
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Research Confirms Google AIO Keyword Trends | Search Engine Journal

New research by enterprise search marketing company BrightEdge reveals dramatic changes to sites surfaced through Google’s AI Overviews search feature and though it maintains search market share, the data shows that AI search engine Perplexity is gaining ground at a remarkable pace.
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New Google core update coming in weeks | Search Engine Land

The last core update was the March 2024 core update, any many sites are still waiting since September 2023 to see helpful content recoveries.
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Taboola to sell ads for Apple | Axios

The deal provides new validation for Taboola's business, which has ballooned to over $1.4 billion in annual revenue as of 2023. The deal is also a recognition from Apple that growing its ad business will require a serious sales operation — one that, if Apple doesn't build internally, will need to be outsourced.
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Evaluating current user needs reveals opportunities for growth hacks | INMA Blog

The fact the Reuters Institute dedicated an entire chapter to the user needs model 2.0 in its recently published Digital News Report is confirmation this is something worth giving attention. And, a great way for news publishers to start is by using the model to run growth hacks.
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