Leaders, innovators, and newcomers of the digital marketspace gathered in Vail, Colorado for the Digiday Publishing Summit, March 21-23, to discuss the various challenges impacting the publishing industry. Topics at the forefront of the conversation included Facebook’s viability as a traffic source, subscription modeling, video content, and user experience optimization. The same challenges are fueling Digital Remedy and its continuous effort to make strides in the industry.

Garnering over 2 billion active users monthly, publishers have viewed Facebook as a reigning epicenter for pushing content to the masses. However, Facebook’s reputation has superseded its actuality: its audience reach is dwindling—as discovered by the Chicago Tribune when Facebook’s 2017 algorithm caused 242 posts to seen by less than 10,000 people in one month, making those posts 30 times less likely to be seen than before the algorithm change. With 72% of publishers disagreeing that Facebook’s recent algorithm changes are providing them long-run benefits, it is growing more evident that Facebook doesn’t always provide pivotal advantages.

While publishers don’t want to completely eradicate themselves from social media, the true challenge is finding alternate ways to ensure content is efficiently delivered across the media channels that matter.

Digital brands like Amazon, Netflix, and YouTube have evolved subscription services from applying only to written content to applying to written, video, and gaming content. In turn, publishers are being pressured to have subscription service models that meet modern-day expectations such as having media accessible in multiple formats (desktop, mobile, app, etc.). More importantly, publishers are in-market for better methods of convincing consumers to purchase subscriptions and continually reengage their content.

The production and deliverance of video content is far from extinction, with 2.38 billion global digital video viewers active this year, according to eMarketer. However, publishers still face roadblocks targeting their ability to reach their key market among these viewers. The risk of lackluster viewership and engagement, which can compromise ROIs and increases in brand awareness and purchase intent, also lingers.

Publishing companies and agencies understand the need for user experience optimization. Inept content platform navigation results in higher bounce rates and less loyal viewers. However, publishers want the opportunity to achieve monetization with practices such as advertisements and paid promotions. A publisher’s focus on monetization, unfortunately, can cause them to sacrifice a platform’s functionality for its profitability. Therefore, a balance between generating revenue and providing a fluid user experience is actively sought after in the publishing industry.

While these challenges highlighted at the Summit may seem daunting, Digital Remedy is well-equipped to tackle them head-on. Each team at Digital Remedy believes publishers should never experience uncertainty or lackluster results when pushing content to key audiences. Instead, publishers deserve the power to control how their content is delivered while maintaining optimal performance and ROI. For 18 years, Digital Remedy has helped publishers take action in each step of their content-centric campaign, pairing them to the individuals within our diverse solution set and ad tech ecosystem that best fit their needs.

IP Zone: Leverage the relationship between users and the location of their IP addresses in a cookie-free, safe and scalable way.

Behavioral: Combine first party with network analytics and enormous scale to define custom audience channels that are optimized to sites with high brand engagement.

Demographic: Reach the right audience based on demographic characteristics such as age, gender and income.

Mobile Device: Target users by mobile device type (Smartphone, tablet, etc.), carrier and operating system.

Geo-Location: Target your audience residential cluster, proximity to retail locations, campaign level DMAs and more.

Contextual: Place a relevant ad in front of a user who is reading content that contains specific terms.

Buying Power and Quality

Let’s be honest. Your ad ops are limited by your access to only a handful of channels and DSPs. You want more reach and better prices, but don’t want to sacrifice quality in order to achieve those goals. Digital Remedy has access to a vast multitude of channels based on relationships we’ve cultivated over nearly 20 years in business. That means we get the best prices, have personal relationships, and don’t get sent to voicemail when we call.

It also means that we can execute omni-channel ad ops for better prices than an internal team, while ensuring the quality is up to industry standards. On top of access to all sorts of specific audiences we’re able to to leverage first- and third-party data across all your campaigns and pivot across platforms based on results. Any campaign, any budget, any platform, any audience. Digital Remedy backed by AdReady is restriction free ad ops….and what could be better than that?

Resources, Time, and Overhead

When was the last time you enjoyed balancing budgets, reading resumes, dealing with aggressive sales teams, or wasting years of time for small gains in performance. By partnering with Digital Remedy you get the full support of $30m in OPEX including marketing teams, sales teams, and a dedicated 24/7 ad operations team. No hiring new employees for media optimization, business development, or account management. No months of training and on-boarding. No long meetings crafting sales materials. Just your team focused on making deals, and our teams and tech focused on supporting and executing those deals in a tech-enabled, digital ecosystem designed to get the most out of any KPI.

Reporting and Support

How nice would it be to have all of your data and insights in one location. We don’t mean an excel sheet sent out once a week with complicated charts, or an XML file with pages and pages and pages of tables (what is this, 2003?). We mean a fully customizable dashboard reporting in real time, or as real time as possible. You get to decide the how, what, and when of the reporting you’re seeing. And that’s ALL of the how, what, and when’s. If you want to see breakouts of all of the individual campaigns in your system, done. If you want broad scope comparisons of all of the campaigns in the last year, done. If you want to see CTR’s for specific audiences and compare them to CPM for your best performing advertiser but limit the scope to campaigns greater than 30k, done. All of this is at your fingertips with the AdReady Dashboard, all in one place.

Jessica Cortapasso

With more than a decade of experience in human capital management, Jessica Cortapasso serves as VP of Human Resources at Digital Remedy. After graduating from Muhlenberg College, she quickly recognized her passion for people and entered the workforce in Human Resources where she gained expertise in employee relations, designing strategic benefit plans, and the development, implementation, and curation of corporate engagement initiatives for big-name brands and small companies alike. Becoming a member of the Digital Remedy family in 2013 while simultaneously acquiring her Masters Degree in Human Resources Management and Development from New York University, Jessica has steered company culture through significant events ranging from acquisitions and a rebranding, to the development and application of our Core Values that shape our daily business practices. Cortapasso resides in Brooklyn, plays competitive volleyball, and loves spending time with her nieces.