Marketers and advertisers use CRM software to help them chart a potential customer's journey. But most digital publishers don't have 'customers,' per se. They have readers, viewers and visitors, who require a slightly different approach to acquire, said Admiral CEO Dan Rua.
The rise of privacy regulations combined with signal loss and a greater emphasis on user choice have impacted ad tech's overall effectiveness. Publishers can't just 'track people and shoot ads,' said Rua.
Instead, he said, 'they actually have to stick their hand out to say hello and start some sort of relationship with that visitor' using conversational messaging, a strong brand identity and a deliberate road map for making those connections.
The evolution to visitor relationship management from ad block recovery - technology that identifies when a user has ad blocking software turned on and sends a message asking that user to whitelist the site instead - is a logical one, Rua said.
Collection
[
|
...
]