If you sit on huge amounts of data and text, a text classification for publishers can provide new ways to make more accurate suggestions for readers and better pairings of content with promotions and ads. Text classification can also help publishers repurpose and repackage content so that they’re always getting as much as possible out of their most valuable asset.
Being able to better classify content may also be the key to winning the content game in the long term.
A tight marketplace for publishers
The Pew Research Center’s State of the News Media 2015 report shows that only five companies generated 61 percent of total domestic digital ad revenue in 2014. Google, Facebook, Microsoft, Yahoo and AOL took the lion’s share of revenue. The report also showed that revenues and spending are up for publishers, and indicated that the market is getting more crowded and competitive each year.
Publishers who want a slice of the remaining pie need to be smart and aggressive. They must find ways to deliver quality content in ever more engaging ways while pairing content with the right kind of advertising for a better all-around experience.
Publishers have the text and data they need to analyze and optimize their efforts, but it can be a challenge to pull all that data together to make sense of it and really use it to its highest advantage.
A vertical classification system for publishers
There are a number of products and services available to publishers to help them organize their content or pull insights from their social channels. As good as these insights can be, the publisher is still left with the same problem: Data and text in a wide range of formats interspersed throughout editorial, marketing, and business systems with no way to connect them.
eContext makes the connection. We help publishers pull that data through a single filter, analyze the data, and categorize all of it under a unified classification system that goes 1000 times deeper than the industry-standard IAB system to 21 tiers, and in 25 top categories. This can be especially helpful to publishers who cover a wide range of topics across a number of verticals.
With a unified classification system, editors and digital marketers are all viewing the property through a single lens. Editors can make amazingly better on-page recommendations to keep readers on the site, and the digital team can benefit from deeper classification to increase engagement and clicks.
There will always be giants at the table taking big pieces of the pie for themselves, but they had better watch out — publishers with sharp elbows are bellying up to the table to take their fare share. Armed with smarter tools like eContext, they now have a good opportunity.