The Future of Data-Driven Advertising in Media & Publishing

This report, conducted in partnership with WBR Insights and based on a survey of revenue leaders from newspapers, publishers, and broadcasters, explores how media companies are future-proofing their revenue strategies today and their outlook on industry changes over the next five years. The findings reveal a significant trend: nearly all respondents (92%) expect advertising to remain a primary revenue model, with many (69%) planning to enhance their data collection and analytics capabilities.

For leaders in the media industry, this report serves as a guide to understanding the evolving data and technology landscape and provides a foundation for strategic decision-making and benchmarking to boost audience engagement and revenue strategies in the coming years. You’ll discover:

  • How media companies are adapting to ensure sustained revenue growth

  • The role of first-party data in driving audience engagement and advertising effectiveness

  • How industry leaders are planning for the next five years, including key trends, challenges, and opportunities in the media landscape

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