|I’m looking for a writer to help with a regular piece each month. Sharing here in case any readers know someone who fits the bill.|
One big thing
This week we see Brian Morrissey call the rebirth of native advertising or primary engagement media as he calls it. In tandem The Cut dealing with journalists also doing their own branded content deals on their social channels. Both pieces are a must read.
What they point to is the coalescing around direct commercial models and direct consumer engagement. Limiting of cookies is also forcing limitations on commercial models. And as The Cut shows, maybe you can’t work direct with the publisher, maybe you work direct with the journalists, ala talent, who has built their own brand. With the help of the distribution from the publisher.
Of course, with more fragmented buys and relationships, it makes all the more reason to use measurement, that consolidates your performance in one place 😉
But seriously, that is an emergent problem of more engagements like this. Standardizing performance. And ensuring that you are getting value. And finding pockets of opportunity. And that works both ways, for the buyer and the seller.