Journalism.co.uk podcast

Media analyst Thomas Baekdal: 'News publishers must stop fighting for the scraps of ad revenue'

Aug 8, 2024
Thomas Baekdal, a media analyst focused on the news publishing industry, dives into the challenges faced by publishers in light of Google's cookie policies. He discusses the need for innovation in advertising models, moving away from tracking towards first-party data strategies. The conversation emphasizes the importance of contextual advertising and creating quality content to attract brand advertisers. Baekdal also critiques the ethical dilemmas of digital tracking, urging a transformative approach to journalism that prioritizes positive narratives.
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