These success cases are excellent to be portrayed as the pivot to subscriptions will not work for many, and certainly was not going to do it for Dotdash (when looking at the properties as a whole).
At the same time, a somewhat fresh take on the value of automated pipes it always nice to read, specially in times where the nay-sayers of AdTech are having quite a ride and a voice (not that they are wrong in everything).
The only doubt I have is whether Dotdash's 1st party based audience is handled through the likes of a Permutive, InfoSum or if its more of an in house play
From a cursory look through their code they appear to be running Lotame as the data layer. Building and supporting that type of solution in-house would require significant ongoing investment - better to buy, almost universally.
These success cases are excellent to be portrayed as the pivot to subscriptions will not work for many, and certainly was not going to do it for Dotdash (when looking at the properties as a whole).
At the same time, a somewhat fresh take on the value of automated pipes it always nice to read, specially in times where the nay-sayers of AdTech are having quite a ride and a voice (not that they are wrong in everything).
The only doubt I have is whether Dotdash's 1st party based audience is handled through the likes of a Permutive, InfoSum or if its more of an in house play
From a cursory look through their code they appear to be running Lotame as the data layer. Building and supporting that type of solution in-house would require significant ongoing investment - better to buy, almost universally.