Newsy has pivoted from desktop syndication to OTT, which has proven successful but difficult "and a dangerous place to go" without pay to play, said Freddie Godfrey, senior director, strategic partnerships, Newsy/Scripps.
"We are bullish on getting way into strategy, creative and getting the cash flow." In April, the company bought Cubic Creative, based in Tulsa, Oklahoma.
"DSPs were first to realize they had to fight more to win more inventory. In the long term, we ended up making more money."
In order to diversify, "Hollywood Life" has been working with platforms like Apple News, which she said has been a "fantastic place to showcase editorial and build audience."
With Facebook Watch, the platform wants loyalty and active viewing. "They're adjusting to understanding what we as publishers are pushing for."
"The reality is, the print business is eroding quickly," said McClatchy's Nick Johnson, "although it is stabilizing. We have to become digital very quickly, and we have to make sure sellers understand it."
The company employs trained data scientists. In fact, Mike Smith is back in college to learn data mining and machine learning "so I can work with the folks who know these processes."
Nout Boctor-Smith, marketing technologist at ADP, has no ERP or CDP -- but she uses CRM, which integrates with a marketing automation tool.
Charma Parker, senior manager-marketing innovations, the Atlanta Hawks & State Farm Arena, reviewed the evolution of the team's emails and noted that they became more graphic-oriented and automated, which led to less work for her.
Kids see mail with their names and begin to identify as adults. "They expect to get mail from colleges," said Doug Henderson, Email Strategy and Deliverability Manager at EAB, which serves the education industry -- "not tweets."