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BizReport : Advertising archives : July 11, 2017

Ad Roundup: Tools for publishers, search

In today's advertising roundup, two new tools which should help publishers and search marketers offer better on-site experiences. This, in turn, should help to better monetize content.

by Kristina Knight

First, PostUp has launched a new feature called Dynamic Content Wall; the new offering gives publishers the ability to implement payment and registration walls to their content. This, in turn, should help publishers drive more revenue while also collecting customer data to offer up a more relevant experience.

"We understand many publishers are feeling revenue pressure due to industry trends such as declining programmatic revenue, ad blocking, and distributed content platforms intermediating the audience relationship," said Tony D'Anna, CEO of PostUp. "PostUp is laser focused on helping publishers diversify their revenue streams as well as grow and monetize their direct audience. Our email products, such as our Audience Development Solution, have been pivotal in helping publishers establish and grow direct relationships with their audiences. We are thrilled to offer Dynamic Content Wall, which gives publishers a near-turn-key solution that retains all the benefits of their existing ad driven business model while allowing low risk experimentation and optimization of a parallel subscription revenue model."

Meanwhile, early in-house data from Criteo shows a strong uptick in marketers' use of their new Criteo Predictive Search tool. The new offering has shown double the customer growth from Q1 2017 to Q2 2017; with the tool marketers can use top notch targeting options while using a more efficient keyword bidding system.

"Innovation for this channel was long overdue," said Dave Schwartz, Vice President, Search, Criteo. "Criteo Predictive Search is consistently delivering higher performance on Google Shopping campaigns for retailers than they saw prior to adopting the product - and this is across all major shopping verticals. Our customers are reaping the benefits of a fully machine-learned solution and seeing unparalleled performance gains."

Tags: advertising, advertising tools, Criteo, digital publishing, PostUp, publisher advertising, search marketing

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