Publishers that keep hold of their data will thrive in programmatic

N&SNorthern & Shell are developing a CRM programme that will provide a better view of its readers and most importantly, keep hold of that data. The big challenge right now for publishers is to do exactly this. Too many are leaking valuable data to advertisers via the demand-side route. It seems to make sense. The real way forward for publishers is to keep control of their data through a supply-side strategy.

For the full story read MediaPost and The Drum