Publishers are trying to better their ad targeting to better compete with companies like Google and Facebook

You might have heard: Companies such as Facebook excel in targeting specific audiences, leading to higher engagement

But did you know: Tired of losing out to big Internet companies like Google and Facebook, publishers are bettering their ad targeting and looking to prove that they have the same ability to deliver targeted ads. Condé Nast recently bought data company 101data with the goal of gleaning more insights from the data it collects. Kathy Menis, senior VP of marketing for digital marketing platform Signal, says: “While digital display advertising is growing overall, we are hearing from the vast majority of publishers that their ad revenues aren’t keeping pace. They’re fighting for ad dollars with walled gardens like Facebook and Google, which can offer large, customized, addressable audiences to advertisers.”

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from American Press Institute http://ift.tt/1j57zDL