As reported by the Newspaper Society: Until data leakage is stopped, publishers will continue fighting a losing battle for online ad revenues, Mr Hood said at 'Harnessing Audience Analytics: an SFN Forum' on Tuesday.
Mr Hood said that the good news is that online display advertising is expected to grow 80 percent in the next two to three years. The bad news is that Google is creating a display ad network from publishers' inventories – at low yield for the publishers, he added.
Other parties have invested heavily in technology to understand online audiences; publishers have not. Publishers also need to create native ad formats that third parties cannot sell.
Delegates in Berlin also heard from Paul Field, editor of Mail Plus, who told how he was tasked to "re-imagine the Mail on a tablet" and focussed on puzzles and the TV guide.
On a daily basis it has 185 individually designed pages, the majority with interaction. That includes a daily 360-degree panorama and hundreds of photos and 30 interactive puzzles and more than 200 channels in its TV guide.
