DMPs are traditionally thought of in terms of improving advertising effectiveness or advertising ROI, but…
As a technology company working with a network of over 1,700 websites, TownNews.com is tasked with helping their news and media clients get readers’ attention and keep them engaged on their sites. TownNews.com was looking for ways to increase the efficiency of the websites in their network while also increasing engagement in terms of decreasing bounce rates, increasing pages per session and overall session duration.
TownNews.com started working with Lotame’s data management platform (DMP) two years ago to collect data and offer insights into their readers’ interests. Initially, they used these audience insights for targeted advertising, but they recognized they could take these insights a step further, and launched a content personalization program for its network of websites.
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