Update Papers: TARGETED CONTENT
- In the age of mobile and social media consumers are increasingly expecting to receive relevant content instead of searching for it.
- In this setting publishers need to provide content that reflects the consumer’s interests and needs at the right time and in a suitable context.
- By using data, publishers can identify target groups and push campaigns and content more efficiently.
- Targeted content in combination with native advertising provides an environment for selling advertising at a premium price point.
Targeted content is the visible output of a data-informed interaction between publishers and their audience, which transforms generic information into relevant content. Publishers can create a seamless content experience by following the user across all devices and by analyzing the situational context. Furthermore, they can actively sell personalized and native advertising with much higher success rates compared with standard display advertising.