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Silicon Valley Continues To Set Its Gaze On Media Companies.
The Atlantic is about to get a shot of adrenaline, but can it undergo the same kind of transformation the Washington Post has under Jeff Bezos? That’s the question everyone’s asking now that Laurene Powell Jobs' Emerson Collective has acquired a majority ownership in the company.
This isn't the first time that the company has invested in media. Other notable investments made by the firm include podcast startup Gimlet Media as well as the Marshall Project, ProPublica, and Axios.
Are we safe to assume that Silicon Valley is finally setting its gaze on media companies?
The industry is evolving at a rapid pace, increasingly driven by tech savvy consumers looking for streamlined ways to integrate content with their (often hectic) lives. But, media is still struggling to compete with the likes of Facebook and Google when it comes to advertising, revenue optimization, and audience scale. Advertising revenues may be up year-over-year, but there's still a lot of ambiguity about how that increased spend is translating to growth for media companies.
A little boost of innovation from the left coast can only mean good things for news organizations making the jump from print to fully digital. If we can learn anything from the Washington Post, it's that Emerson Collective has a real opportunity to influence the future of The Atlantic.
If Facebook can evolve into a full-fledged media company, why can't media companies evolve into standalone social platforms?
It's only a matter of time.
AdTech News And Editorial
Consumers May Be More Trusting of Ads Than Marketers Think
The early results from a recent study that Kent Grayson, a Northwestern University marketing professor, did on consumer skepticism left him feeling a little, well, skeptical.
We Ran the Odds: Publishers Will Always Lose Against Social Networks
There’s something to be said about candy-coated houses nestled deep in the forest. Anything too good to be true is usually a trap. It’s time publishers accepted this about Facebook.
Confessions of a media optimist: ‘What is overhyped is the death of this space’
For this edition of Confessions, in which we grant anonymity for honesty, we spoke to an industry veteran who is — gasp — positively giddy about its future.
Publishing
New York Times programmatic advertising director on technology challenges and native ad unit, Flex Frame
The New York Times is addressing a lot of the trends that are currently surging the programmatic industry right now. Speaking to its director of programmatic advertising, Sara Badler, she expresses that the biggest challenge right now is with the technology platforms.
The Publisher’s New Role In Advertising
When balancing both proactive and reactive strategies, it’s a continuous battle for publishers to decide when to push and when to pull when it comes to product innovation. With the right investment and understanding of the value it plays for agencies and clients, publishers now have a chance to help drive change in the industry.
Privacy And Ad Tracking
'Anonymous' browsing data can be easily exposed, researchers reveal
A judge’s porn preferences and the medication used by a German MP were among the personal data uncovered by two German researchers who acquired the “anonymous” browsing habits of more than three million German citizens.
Apple’s Upcoming Safari Changes Will Shake Up Ad Tech
In September, Apple will release new changes to Safari with iOS 11 called “Intelligent Tracking Prevention.” These changes will have large effects on the ad tech industry and create new winners and losers.
Future Of Advertising
Google and Facebook's dominance in advertising is overblown, says Trade Desk CEO
The ad tech sector has had something of a doomsday feel to it of late.
Platforms
Twitter Is Testing A $99-Per-Month Advertising Subscription Service
Twitter is testing an advertising subscription service that automatically promotes advertisers' tweets and profiles for $99 per month.
Pandora Media's revenue beats on advertising boost
Pandora Media Inc reported better-than-expected quarterly revenue as advertisers spent more on the online music streaming service amid stiff competition.