Study: Publishers concerned about Google, Facebook, competition

Nearly all publishers surveyed by Signal (96%) said better customer identification or intent data would help them deliver more relevant content in a timely manner. More than 85% said the ability to connect identities across devices would be a huge help, too.

"Digital publishers are competing with Internet behemoths that can deliver large audiences to advertisers," said Mike Sands, CEO, Signal. "Providing advertisers with the ability to target addressable customers in real-time presents some of most impactful opportunities for publishers today. However, this also represents a huge challenge for publishers. Intent data is highly valuable, but must be acted on instantly to truly capitalize on the data by targeting customers who are in market for an advertiser's products."

Other interesting takeaways from the report include:

• 93% would like the ability to import first-party data to better segment content
• 46% say they 'are not confident' in their ability to identify readers across devices
• 1 in 2 say lack of technology is hurting their targeting abilities
• 41% say they are able to use live intent targeting

About one-third report they don't have the type of scale needed to identify their customers/visitors across channels.

Image via Shutterstock

Tags: content, content trends, online publishers, publishing trends, Signal