advertising · explanations · research

An opportunity for local news sites — testing how many of your best readers you’re giving away to ad networks

By Bill Densmore and Don Marti RELATED LINKS: What is data leakage?  How the ITE can solve data leakage and fosters ethical advertising) Service journalism and the web advertising problem  INTRODUCTION Web sites that depend on reaching users with trustworthy content are part of what we’ll call  “Team Signal.” They are in a contest with…… Continue reading An opportunity for local news sites — testing how many of your best readers you’re giving away to ad networks

background · explanations

Concerning the future of news: Three views, two requirements and an inflection point?

  By Bill Densmore ITE Project Director Consumers need a simple, secure way to access, share and pay for valuable information from multiple services and sources. News organizations – legacy and new – would like to be the best-possible source for those users to receive a timely diet of information that matters. Now, people on…… Continue reading Concerning the future of news: Three views, two requirements and an inflection point?

advertising · explanations

The switchyard analogy: Managing anonymous user data to send relevant ads to proper destinations

Are Audience Profile Books and the Information Trust Exchange marketplace  like a railroad switchyard? In a railroad switch yard trains come in from all over the place and box cars of goods are switched around and made up to different trains and then go on their way. Imagine in our digital world that a “boxcar” represents…… Continue reading The switchyard analogy: Managing anonymous user data to send relevant ads to proper destinations