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In October 2023, AOP and Deloitte announced the results of their Digital Publishers’ Revenue Index for Q2 2023. Total revenue for publishers was up 0.3% from Q2 2022, but far more interesting was the 154.8% growth in the “miscellaneous” category. This was driven by publishers’ growth in data monetization and interest-based audience segmentation; publishers are learning that the relationship they have with their audiences is their most valuable asset.
In the UK and globally, publishers are by no means out of the woods. Look no further than the macro changes disrupting the marketplace: the open web continues its ongoing struggle with the walled gardens for its fair share of ad spend. Meanwhile, layoffs beset some of the largest and most well-established media brands in the world. Research by Press Gazette found that across Q1 2023, at least 3,340 job cuts were reported or announced at publishers in the UK and North America.
This is coupled with the breakneck speed of compliance legislation coming out of the EU, including the Digital Markets Act and Digital Services Act, which both reared their heads in autumn, as well as the ongoing discussions between the various global Data Protection Authorities and the IAB. Indeed, publishers have arrived at a new norm of intense regulation and scrutiny of data usage, with enforcement actions driving iterative updates to standards, how they are interpreted and ultimately how they work in practice.
Against such challenges, publishers need to double down on their relationships with users, but who is placed in their business to do this? A perhaps unlikely hero is the answer: the Data Protection Officer (DPO).
Publishers need the help
Of course, DPOs have played a vital role in helping publishers navigate privacy regulations and standards since GDPR came into force five years ago. Their role in balancing the risks posed by regulation and the need to drive growth and innovation cannot be underestimated. Now, with publishers under increasing pressure to deliver revenue and value to brands, DPOs have a new opportunity to continue protecting consumers while enabling innovative solutions that support growth.
Strategies and opportunities that DPOs identify to protect personal information, may open up new revenue streams. They help commercial teams develop strategies to build closer relationships with their users, which can in turn create a more valuable audience for their advertising partners.
