An increasing number of brands are looking to monetize their email newsletters — by becoming ad sellers. ???? Here’s why that’s a good idea, according to LiveIntent, Inc.’s Adam Berkowitz. https://lnkd.in/eQyeksGZ
Content has become a key part of companies’ marketing strategies in recent years, with many building newsrooms and hiring journalists to capture audience attention the way more “traditional” media companies do. “Apple Tracking Transparency taught brands the lesson that they needed to own their audience without intermediaries. With third-party cookie deprecation on the horizon, that need became more pronounced,” says Adam Berkowitz chief of staff at?LiveIntent, Inc., which works with brands publishers to help them add advertising to their email newsletters. Some companies are going one step further:?Selling advertising and sponsorships alongside their content to generate revenue and help offset their content costs.?While established examples remain far and few between, brands like Robinhood and Sotheby's are leading the way, with plans to turn their content initiatives into new revenue streams for their companies. Here's why that's a good idea. - The technological barrier is low -- it doesn't take much to set up an ad operation, particularly for email newsletters. - It's a way to offset costs and turn marketing into a profit center. - It's an opportunity to get even more first-party data, using signals from consumers and how they engage with ads More in the post in the comments. Thanks to our friends at LiveIntent, Inc. for their support!