The Impression - Publisher News For Sept 30

Publishing and technology move at a faster pace than ever. Brand new research we see Monday morning is lost in the shuffle by the time we head home Friday evening. We bet the same holds true for you. Marketers, publishers, and readers alike are searching for the straight talk about publishing, advertising, technology, and the combination of all three. These are the stories which left an impression on us this week.

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More Pubs Getting Startup-Like Cash

Hot on the heels of Business Insider’s sale to German media giant Axel Springer, Thrillist announced a $54-million round of funding from Springer, Oak Partners and SBNY.

There are more interesting things to do in digital advertising today than three years ago. These two businesses have each grown beyond a point where they need to be together.
— Ben Lerer, Thrillist & JackThreads

The funding is split between Thrillist, the editorial side, and JackThreads, their ecommerce spinoff. The news goes to show modern publishers are continually evolving exactly what it is they do to stay relevant in the “Internet Of Things” era.


Ad Blocking Not About Privacy For Most

Dean Murphy, developer of iOS ad-blocking app Crystal, conducted a poll amongst those who signed up for email updates about his app. The results show that 71% of respondents would whitelist sites which are optimized for performance.

It would seem privacy concerns are not that prevalent on the mind of readers, and instead the long load times and data slurping nature of overloaded sites on mobile is what turns off readers in this informal poll. 22% of respondents would even consider paying subscription fees for better performance.


Google Learning From Facebook On New Ad Product

This week Google revealed Customer Match, a new ad product which can target a customer based on their email address; advertisers can use the email addresses of their customers to match with logged-in Google users–similar to Facebook’s Custom Audiences. The advertising can then follow the user throughout Google’s suite of products like YouTube and Gmail.

Google is also aping Facebook’s popular “app-install” type ad, with a solution that can plug in directly to DFP. These new products, plus next week’s imminent news of Google’s “Instant Article” solution, show the giant is hustling as of late to compete with Facebook’s mobile prowess.


The Trouble With “Instant Articles”

As it stands Facebook, Apple, and a partnership between Google and Twitter are all producing their own versions of platform specific instant articles sourced from major publishers like The Huffington Post, New York Times, Washington Post and many others. Though you can get a lot of mileage from the phrase “curation” these days, it brings up major questions for publishers and readers.

Matthew Ingram takes a look at some recent moves by Apple which could be applied to all platforms. When these brands are focused on presenting themselves in a certain light - what does it mean when news that doesn’t necessarily mesh with that aesthetic is expected by the consumers turning to their instant apps?