How Data Will Save the Media Industry
summary
Panel argues data stops guessing by tracking participation data not just clicks: an interactive Knotch reaction widget captures view time, scroll depth, and explicit reactions tied to cookies and double opt‑in emails. One publisher reports 13.5 million unique users and a shift toward native/branded content; display ads are projected to shrink (they cite a fall toward 0–19% of revenue by 2018). Claim is that granular audience signals enable better targeting, higher engagement, and pricier sponsored content — and publishers without that data lose leverage to platforms.
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