• by Joe Mandese  @mp_joemandese, July 24, 2012

That’s what Graham Harris, Senior Director, Product Marketing, Yahoo suggested during the Publisher’s panel at OMMA (Premium) Display in Los Angeles this morning.

“From a content and a context standpoint,” he said, it is critical for publishers to mine and understand data about their users to ensure they deliver what the user – not the publisher per se – considers a premium content experience.

“It’s definitely in the eye of the beholder in terms of what’s premium, but it’s very important that the that content get connected to the consumer in the right manner,” he said adding that the manner should account for the device the user is experiencing the content on too. That means content in more of a “lean-back” mode when users are experiencing it on a tablet, vs. more proactive moods when they’re on a smartphone.

“You really have to take that personalization to heart when focusing on those premium experiences,” he said.