"Smart publishers are re-emphasizing content syndication to reach customers where they spend time - news aggregators, AI agents, CTV channels and mobile apps. Hundreds of millions of consumers use MSN, Apple News, Yahoo and dozens of other news aggregators to consume content. Through syndication, publishers can reach new audiences, maintain engagement with existing readers, build their brand and generate new revenue, all while seeing enhanced referral traffic."
"Publishers who have not reviewed their syndication strategy lately are likely missing out. For example, Apple News+ launched six years ago and is now material to earnings and revenue for many subscription publishers. In the last two years, Apple has branched out to embrace local, sports and recipe content. News+ payouts are determined on a time-spent-per-publisher basis. While Apple News does not allow programmatic ads, publishers can work with a partner for Apple News Monetization."
"Revenue opportunities abound in syndication. For publishers struggling to drive awareness of their commerce content, it's worth considering that Yahoo is rolling out new feed specifications designed to improve the commerce reading experience. For publishers whose video views are maxed out across YouTube, Amazon Fire TV, Xumo, MSN, Yahoo and NewsBreak are noteworthy as they ramp up their publisher video experiences."
Search and social referrals are declining, creating a tougher distribution environment for publishers. Syndication enables publishers to reach audiences on news aggregators, AI agents, CTV channels and mobile apps, increasing reach and referral traffic. Platforms such as MSN, Apple News and Yahoo attract hundreds of millions of consumers and offer monetization tied to time spent or dwell time. Apple News+ pays based on time-spent-per-publisher and supports partner monetization; Apple has expanded into local, sports and recipe verticals. MSN moved from page-view to dwell-time payouts, rewarding longer-form or contextually related content. Syndication also presents commerce feed and publisher video opportunities and can be automated with proper solutions.
Read at Digiday
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