Partner perspective from Jon Beck, Chief Revenue Officer, LiveIntent
Email increasingly serves as the backbone of brand publishers’ content distribution efforts, opening up new pathways to monetization, revenue generation, and audience knowledge as a result.
As more companies use emailed content to engage with their audiences, demand from third parties to reach those known audiences is growing rapidly. A key challenge facing advertisers is a lack of opportunities to reach logged-in, addressable audiences, and brand publishers are well-positioned to help.
It’s a rare instance of having your cake and eating it too in our industry. Brands are already using email to build and maintain direct relationships with their audiences, and selling advertising can help subsidize those programs and turn cost centers into profit centers.
Beyond that, email is also a particularly powerful and attractive monetization opportunity because of the data it throws off. Brand publishers can use email data for their own campaign optimization and engagement, and benefit from a dynamic source of first-party intelligence that can be used over time to improve addressability and boost sales. Adding advertising to email can mean a more complete picture of overall audience behavior. For example, a leading retailer we work with uses our tools to monetize its email data and uses that data to inform its own advertising approaches. For brand publishing teams, this presents an opportunity to directly contribute to marketing optimization.
The email program, replete with ads, also solves the biggest problem for brands that are publishers: creating enough first-party data to survive the end of the third-party apocalypse. Emails are rich in first-party data points. Those data points are the fuel identity frameworks like LiveIntent use to deliver addressability – give data back – to publishers, and brand publishers. The result for brands is the ability to use email to build a treasure trove of known audiences.
Email is now the key to marketing and advertising in a world without third-party cookies, and our brand publishing partners are often surprised at the power they have within their organization once they realize the value that they can drive for their companies using email.
We’d love to talk more about how other brand publishing teams we work with are using their division’s email newsletters to create real revenue today, and securing themselves for the post third-party cookie era.
Sponsored by LiveIntent