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Future of journalism, media revenues depend on programmatic buying

INMA

Real-time bidding offers media companies opportunities for new sources of revenue, with projected growth to reach $20.8 billion by 2017. Premium content that attracts a specific audience will be important because programmatic buyers serve ads based on data about the individual visiting the page, according to Christian Hendricks, vice president/interactive media for The McClatchy Company.

+ Earlier: Hendricks explains how McClatchy teaches 30 papers to sell digital advertising, and our related e-learning course

Publishers invest in home-grown mobile ad innovations (Digiday); Publishing profitability survey of nearly 400 US publishers reveals most lack insight into how third parties access and use their reader data (Association of Online Publishers)

The death of radio is greatly overstated: Despite the massive disruption in the music industry from iPods and Pandora, more Americans than ever are tuning in to good old radio (Bloomberg)

Is Apple’s iBeacon at risk of a tragedy of the commons? (The Guardian)

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