Bowensthinks

Publishers hoping to make money off Apple News can’t be cheered by this: David Kang, who became senior director of Apple News monetization and strategy in November 2017, is leaving after a year in the position. It’s unclear why Kang is leaving the Apple News role, but it can’t be easy running monetization at a company that’s been notoriously indifferent, if not hostile, to advertising, given that it makes most of its money selling phones and prizes its users’ privacy. Publishers have spoken highly of the publishing team at Apple News, which they say has sent them a lot of traffic and helped expose the publishers’ content to new audiences, given the news app comes installed on Apple mobile devices. But monetization is a big source of frustration for publishers, which once looked to Apple to be a counterweight to Facebook’s and Google’s dominance of digital advertising. Apple has made moves to help publishers monetize their content through ads, enabling them to have comScore count the...

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By Dave Oliveira, COO, TruSignal Data is a lifeline in today’s age of digital disruption. Brands that don’t use data to innovate often struggle to survive. And for those who aren’t keen to this warning, consider one question: When is the last time you visited a Blockbuster? You know the story. Blockbuster had a  time-tested business model , fixed in brick-and-mortar retail. Then up-and-comer Netflix came on the scene with a new model, built on the visionary premise that consumer data and algorithms could improve consumer experience by using past preferences to recommend movies that would then be shipped directly for rental. While laughable at the time, this then-nascent, data-driven entity put a legacy in the dirt. In today’s competitive martech landscape, companies that tolerate a “me-too” mentality don’t last. Like Netflix, more brands are turning to data-driven innovation as the new norm. TruSignal works with leading demand-side platforms (DSPs) that recognize the need for ...

BMW is breaking with tradition to overhaul its global site, replacing the slick product pictures and snazzy car configurators that are common on most automotive sites with BuzzFeed-style listicles and GQ-esque mini features. A small internal marketing team creates the content, which has included short articles on subjects such as an interview with up-and-coming rapper Desiigner, who featured a white BMW X6 prominently in one of his music videos. Another article focuses on the luxury lifestyles of BMW’s richest drivers, featuring a GQ-like blend of rich photography and witty write-ups of some of the world’s most exclusive racing events. Other articles riff on more straightforward subjects, like features on autonomous driving and extreme sports, to more quirky topics such as a collection of absurd traffic laws from around the world . Since it launched at the beginning of November, 25 articles across lifestyle, design and innovation have been published. As much as BMW’s cars feature...

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Conversations around how best to create scaled, single user-ID propositions — also known as people-based marketing, audience planning, identity or ID management, to name a few — continue occurring. Whatever the name, the race is on to own the best-scaled consumer ID proposition. The need for them persists: Mobile continues to eat the world, making cookie-based targeting increasingly obsolete. Plus, urgency around competing with the scaled persistent ID propositions of Google and Facebook is top of mind, particularly for the ad tech and publishing industries. Now, the General Data Protection Regulation is adding another layer of complexity. “First-party ID management is evolving, as the need for consent will intensify over the next year and put pressure on the archaic streak of user data capture and storage,” said Amir Malik, digital marketing head for Accenture. Here’s a cheatsheet on the state of scaled consumer ID propositions: Key players Agency holding groups have invested ...