The registration wall will initially let readers access up to 10 articles before asking for basic information--their email, employer, and job title--according to David Smydra.
The first-party data collected through registered readers allows publishers like Politico to serve targeted ads, inform product development, and commercial strategy.
Politico's data and insights team will be conducting ongoing audience testing and experiments, including split tests on the registration wall variables.
The height of the registration wall and messaging will be adjusted through multivariate testing to optimize engagement and reader interaction.
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