Category: In the News

This WTF guide, sponsored by Adstra, explores how composable identity is changing how marketers target and engage consumers across a fragmented ecosystem, future-proofing their marketing strategies against industry and regulatory changes.

Amid evolving privacy regulations, signal loss and the ongoing fragmentation of user identities, brands face growing challenges around targeting and measurement. Since brands can no longer rely on a single persistent identifier to link their disparate efforts  — 86% of e-commerce users are not logged in, and thus anonymous — they struggle to create a holistic and comprehensive view of their prospects and customers.

To keep up with these rapidly changing digital landscapes and consumer journeys, brands need flexible identity frameworks that ensure continued audience addressability, personalization and measurement.

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This is the Digiday+ Research Data Sheet, a new monthly feature that takes an in-depth look at our survey data in relation to major trends in the marketing and media industries. This month, we look at how publishers are approaching subscription pricing and how subscriptions drive other revenue streams for publishers.

“We are subscription first and all of our brands are paywalled properties. As business products, they command high subscription prices, and we have great retention. As a result, that’s an important part of our business,” Josh Stinchcomb, evp and chief revenue officer at Dow Jones, told Digiday. “It’s also the source of our value in the advertising space because we have largely logged-in consumption.”

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