Google and Facebook hold the largest share of total US digital ad spend at 38.6 percent and 19.9 percent respectively. That means before you even jump into the advertising pool, you’re competing against giants.
These statistics probably don’t come as a huge surprise. Publishers have been aware of increasingly losing advertisers to search engines and social media over the past decade, and most still haven’t found a sure-fire way to win those sponsors back.
There are a few things that Google, Facebook, LinkedIn and the like offer their clients that many publishers do not; and all are a must-have to compete in today's advertising landscape:
- Targeted to a specific audience that can show intent
- Continual measurability with live reports
- Pay for performance model
With ActiveConversion, publishers are able to offer all of these features and more to their advertisers; while maintaining ownership and security over their subscriber data.
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