It’s almost 2019. The internet turned from novelty to necessity what feels like aeons ago, yet brands and publishers are still struggling to find the best, most cost-effective way to grow their audiences.
The Drum’s associate editor Sonoo Singh sat down with Taboola chief executive officer Adam Singolda and CBSi senior vice president and general manager of global programmatic revenue, Jason White to discuss what is it about growing and engaging an audience that keeps them up at night.
“All problems center on solving how can I drive more revenue per visit, and effectively that should be every publisher’s core KPI,” said White. “We need to make sure that our content is more relevant, that ads aren’t annoying.”
Creating relevant, engaging content can mitigate problems like adblockers, and that involves embracing the utility of data, something Singolda said was once a fad.
“I used to say always that data was just a cost center. There’s more knowhow now. There’s more talent that can do something with it. There’s more courage and cultural change,” said Singolda.
Emotion and personalization are today’s buzzwords, and data underlies them both. Watch the video to hear more about the evolving fundamentals of building online audiences.
This is the first of three videos in a series produced by The Drum in association with Taboola.