MONETIZING CON­TENT

Portfolio - - PORTFOLIO -

Lead­ing In­ter­net tech­nol­ogy com­pany Ap­pNexus is help­ing “pub­lish­ers to mon­e­tize their con­tent, and en­sure financial re­mu­ner­a­tion for their in­vest­ment in qual­ity jour­nal­ism and draw­ing in au­di­ences”. Will this fuel the cre­ation of ‘con­tent for clicks’ and dis­guised ad­ver­to­ri­als that will erode the re­spectabil­ity of jour­nal­ism? We ask Mr. Samir Shergill, Vice Pres­i­dent of Global Mar­kets at Ap­pNexus.

“The an­swer to this prob­lem is not find­ing eas­ier or sneaky ways to mon­e­tize con­tent, but es­tab­lish­ing a level play­ing field be­tween con­tent cre­ators and walled gar­den plat­forms. Ap­pNexus ad­vo­cates for a mar­ket struc­ture where pub­lish­ers do not need resort to click bait or bot traf­fic, but in­stead are able to mon­e­tize qual­ity con­tent in a man­ner that sup­ports their busi­ness and news­room.

“Cre­at­ing open ecosys­tems is cru­cial – the Face­book and Google du­op­oly at­tract a vast per­cent­age of global dig­i­tal spend. Yet nei­ther com­pany em­ploys jour­nal­ists or ed­i­tors, and they don’t pro­duce their own films, mu­sic, or games ei­ther. The Ap­pNexus plat­form works by sup­port­ing in­de­pen­dent pub­lish­ers, ad­ver­tis­ers, and e-re­tail­ers that com­prise the open in­ter­net – a ma­jor fac­tor in its se­lec­tion by SMX.

Another method of moneti­sa­tion that’s gain­ing trac­tion in APAC is header bid­ding. Header bid­ding is a proven rev­enue-in­creas­ing tech­nol­ogy that dra­mat­i­cally im­proves upon the old wa­ter­fall set-up for pub­lish­ers. By al­low­ing mul­ti­ple ad ex­changes to bid on a sin­gle im­pres­sion at the same time, header bid­ding lets the pub­lisher de­ter­mine the true mar­ket value of its im­pres­sions, thereby en­abling the pub­lisher to max­i­mize their yield. Ap­pNexus sup­ports the most widely adopted open-source header bid­ding so­lu­tion, Pre­bid.”

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