Media owners should pitch themselves as a niche within the broader digital advertising ecosystem

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 10, 2020, 1:52 PM UTC

They should avoid stepping into the space that is already dominated by platforms like Google and Facebook.

With brand safety and privacy concerns rising, media owners should promote themselves as a niche to the advertisers that can provide space for safe advertising. They should pitch themselves as strategic alternatives to social media platforms by offering quality media content to the advertisers.

Media owners should such pitch their narratives explaining how they can help advertisers connect with their audiences. Providing quality content, using first-party data and offering strong identity resolutions can help media owners differentiate themselves in the current digital advertising ecosystem.

The narratives should be clear and highlight media vendors’ visions and value propositions. Media owners need fresh pitches that break with the past and reflects their new focus on brand safety.

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