Flipboard moves away from programmatic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 28, 2021, 5:29 PM UTC

The content aggregation platform has moved its newsletter portfolio away from programmatic display ads and instead now rely on native newsletter sponsorships.

Soon after Flipboard made money from its curated emails, the company decided to change its newsletter monetisation model and move away from programmatic ads. By the fourth quarter of 2020, they had begun removing banner ads from its emails.

Flipboard has moved almost all of its emails to a "native" or sponsorship format by the end of Q1 2021. In this model, advertisers pay to sponsor an email for a week or month and get their branded content featured in the newsletter.

The strategy has paid off, with Flipboard's revenues from its newsletters increase four-fold in Q1 2021 compared to Q1 2020. Currently, newsletters contribute less than 2% of the company's overall revenue. Flipboard's Andrew Zalk hopes to triple that percentage by the end of 2021.

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