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AdExchanger
Why Semafor Embraces The B2B Publisher Mindset
Jan 9, 2024
Semafor CRO discusses building a direct relationship with readers for better ad performance. Origins of Semaphore and transition from prestigious media organizations. Revenue mix and language gap between CROs and CMOs. Dynamics between publishers and social platforms. The significance of a gong and the state of online news publishing.
48:21
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Quick takeaways
- Developing direct relationships with audiences and advertisers leads to stronger performance for publishers.
- Distinguishing brand safety from brand suitability and incorporating customized metrics can protect quality journalism while addressing brand concerns.
Deep dives
Semaphore's Approach to Growth, Audience Development, and First-Party Data
Semaphore, a digital news media company, has focused on growth, audience development, and first-party data. They prioritize reaching specific audience segments, such as world leaders and decision-makers in policy, finance, and media. Semaphore aims to provide a differentiated and quality experience, separating news from analysis and opinion. They seek to address the decline in trust in news by offering transparency, competing perspectives, and a high-quality reader experience.
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Discover
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