When The Sun scrapped its paywall to chase scale in 2015 it literally lost sight of who its online readers were. So, in a bid to offset the fact it could no longer use that data to target audiences with pinpoint precision it has spent the last six months building its own in-house media agency – a move that’s paying off.
So far, this team has engineered its own martech stak and data management platform (DMP) working with the likes of Google to ensure a more targeted approach to digital advertising. Over the past six months, Read full story ›
Source: The Drum
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