Flexibility and quick adoption will be crucial for publishers in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 15, 2021, 2:44 PM UTC

Publishers must prioritise enhancing CX, adopt subscription as a significant revenue stream, and test alternatives to cookies.

Events and experiences are set to make a comeback, with continued growth in audio and relationship building with customers. Publishers must be quick to adapt to such transformations.

While companies will continue their ongoing quest to collect first-party data, third-party data will continue to hold significance. This is mostly because contextual data will work inside a specific domain, making it unfeasible for small publishers.

With Google’s Core Web Vitals focussing on site performance, publishers will prioritise enhancing UX on web pages. Publishers will have to monitor site performance, automate alerts and maintain optimum levels when it comes to factors like loading speeds and visual stability.

Finally, pure-play advertising will continue being replaced with alternative revenue models, predominantly subscription services. Adopting the subscription model will enable publishers to offer personalised and customer-centric features.

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