Publishers recognize that major social media platforms are both a threat and opportunity. As a result, they have begun looking at how to more effectively target certain demographics and provide more value to advertisers.
Major legacy media companies have a distinct advantage because of name recognition and access to a subscriber base. Many are developing infrastructures to provide unprecedented data reports to advertisers. This strategy is in opposition to the extreme targeting that companies like Google and Facebook provide while attempting to hide such data from their clients. This topic was a major source of discussion during ad week as Garett Sloane (@GarettSloane) reports in Digiday (@digiday).