Big data analytics are key to restoring premium publishing

12/6/2011 | Advertising Age (tiered subscription model)

Publishers of premium content including leading newspapers can help reverse a revenue decline by using advance analytics to change the way they price online ads, writes Metamarkets CEO David Soloff. "Only big data tools can dig [publishers] out of the undifferentiated, over-supplied, machine-driven nightmare of the sell side by enabling publishers to scalably and cost-effectively analyze, price and allocate inventory in the new environment," he writes.

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