The media owners who are generally getting the most out of data collaboration tools are the broadcasters says Nick Henthorn, SVP Sales Europe at InfoSum, since they’ve been successful in getting their audiences registered and logged on in exchange for content.
Publishers can learn from this model says Henthorn, and should be more proactive in creating a value exchange whereby readers sign up and log in to their websites and apps in exchange for content. Once that logged in user-base is established, publishers can work on drawing insights from this new data set, and building products off the back of this.
In this interview, Henthorn also discusses what publishers can learn from broadcasters about data collaboration, and also the role of clean rooms in the post-cookie landscape. Filmed at New Video Frontiers 2024 in London.
