EXTE, the leading adtech with nearly 33 million unique users in Spain and a reach of 81.2% of the total internet audience, is exploring ways in which publishers can survive and thrive in a volatile online environment. The publishing industry is undergoing a transformation driven by technology, changing reader demands, privacy regulations, and journalistic and economic goals. To maintain sustainable growth, it is essential to establish strong relationships with both audiences and technological partners and advertisers.
Laws such as the General Data Protection Regulation (GDPR) are redefining how publishers can collect and use data. Additionally, the disappearance of third-party cookies, which have been crucial for tracking, measuring, and segmenting audiences in digital advertising, is forcing publishers to adapt to new realities.
With the gradual disappearance of third-party cookies and increasing data privacy regulations, publishers are taking steps to take greater control over their data and revenue streams. This evolution allows them to build stronger relationships with advertisers by offering first-party data collected with consent and transparency. Álvaro Pastor, CMO of EXTE, highlights that “by better understanding their audiences, their preferences, and their attention, publishers can offer more effective and personalized advertising campaigns, thus generating added value for both advertisers and end users.”
The application of contextual technology is crucial for this transformation. The ability of media to collect not only quantitative but also qualitative information, along with technological advances, has increased the relevance of campaigns and user engagement. Contextual technology allows publishers to display advertising in a more personalized and less intrusive way, increasing the effectiveness of campaigns and enhancing the user experience.
Álvaro Pastor also points out that “the combination of contextual technology and native advertising has proven effective for both advertisers and media outlets. It allows advertisers to reach their target audience in a more organic and respectful way, while offering media outlets monetization without sacrificing the interests of their audiences.”
Artificial intelligence (AI) is another key tool in this new era. According to the Study on the State of Digital Privacy by IAB Spain, younger internet users are more interested in personalized browsing experiences and greater connectivity. AI has opened up new ways to reach the public. Álvaro Pastor concludes that “the main challenge is to reach the right users at the right time, and above all, through creativities capable of surprising them. EXTE’s technological capabilities, along with exclusive formats and internal talent, allow us to offer solutions tailored to the needs of each client, guaranteeing an optimal experience for advertisers, publishers, and, of course, the audience.”
Referrer: MiMub in Spanish
