World Association of Newspapers and News Publishers

Panel discussion: Implications of new advertising models

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Panel discussion: Implications of new advertising models

Willstedt said that real-time bidding is growing rapidly, which was the focus of the discussion. The panelists were previous speaker Thomas Schnoor,, Åke Hökby, Eskilstuna-Kuriren and Fredrik Johansson, Adbid.

According to Hökby, most media companies do not have the necessary technology to work with either behavioral targeting nor real-time bidding. “The problem with this industry is that we are always late when it comes to new development. But it is not too late yet. But we need to start now,” Hökby said.

The company Adbid is aggregating data for a number of smaller newspapers. “This business is a matter of scale,” said Fredrik Johansson. Working together seems to be the key to the future.

“If I was a publisher”, Thomas Schnoor from said, “I would sit back and let others do the job so they can take all the hits now in the beginning.”

Åke Hökby had some pieces of advice for the audience: Start running, let’s build the database together, it’s possible for local newspapers to do it together, and we need to learn more within this area.


Malin Picha


2012-05-30 15:53

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