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In the UK, The Economist uses programmatic to drive subscriptions


Over half of The Economist’s overall revenue, £167 million ($251 million), is tied to subscriptions, reports Digiday, and increasingly the offers leading to subscriptions are served up by the technology used in programmatic advertising. While The Economist hasn’t moved away from using agencies, six months ago it did start running its own ad retargeting program in-house by having a dedicated a member of its marketing team execute campaigns, an approach which leans heavily on The Economist’s own data.

+ How The Guardian is using “attention” data in its in-house analytics platform Ophan to “goose” web traffic (Digiday)

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