What was the buzz around the office last week? Google Attribution, net neutrality predictions, and Apple helping publishers monetize
1. How pubs can really win with Google Attribution
With its new attribution tool, Google plans to measure credit card transactions post-ad impression. While this breakthrough will new great for buyers, this could also be a game-changer for publishers as well. With that, AdExchanger explains how publishers need to become good “two-way players.” Aligning content with advertiser interest and developing yield-optimizing insights are just a few of the ways publishers will be able to benefit from Google Attribution.
2. A publisher's alternative to walled gardens
Last week small Internet service providers urged the FCC to not end the current rules for net neutrality. Amit Pai, the new FCC commissioner would like to prohibit blocking and paid prioritization; all starting with classifying broadband as a “common carrier service.” For publishers, this move could drastically slow down load times, MediaPost explains more.
Apple is making publisher-focused changes to its News app. AdAge details how the company will soon allow publishers to use their own technology to fill ad space which could increase revenue drastically. In another effort to help pubs monetize, Apple News is also thinking of enabling a micropayment option for readers.
