{"id":13356,"date":"2022-11-15T09:00:53","date_gmt":"2022-11-15T14:00:53","guid":{"rendered":"https:\/\/www.newsmediaalliance.org\/?p=13356"},"modified":"2024-12-13T13:15:30","modified_gmt":"2024-12-13T18:15:30","slug":"news-take-episode-111-outsmarting-google-and-facebook-helping-publishers-grow-their-audience-outside-the-dominant-platforms","status":"publish","type":"post","link":"https:\/\/www.newsmediaalliance.org\/news-take-episode-111-outsmarting-google-and-facebook-helping-publishers-grow-their-audience-outside-the-dominant-platforms\/","title":{"rendered":"News Take Episode 111: Outsmarting Google and Facebook: Helping Publishers Grow Their Audience Outside the Dominant Platforms"},"content":{"rendered":"

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Guest: Rand Fishkin, SparkToro<\/strong><\/p>\n

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“My position is, How do we help marketers find the sources of influence that their audience pays attention to outside of these big ecosystems? Because we think that\u2019s not only good for the advertiser, it\u2019s good for the publisher, too. If you\u2019ve built a great audience, you should have people coming to you who want to reach that audience, you shouldn\u2019t have to participate in Google\u2019s extremely low payout advertising network or FB\u2019s or put all your content on TikTok for free. Those mechanisms for driving revenue, we think are fundamentally biased and unfair.”<\/span><\/em><\/p>\n

– Rand Fishkin, SparkToro<\/em><\/span><\/p>\n<\/blockquote>\n

What can publishers do to get out from under the dominant tech platforms that control the digital advertising space? How have other industries pushed back on Google’s scraping of their data and coming between them and their audience? How can publishers take back control of our audience data so that we’re not having to go through Google, Facebook and the other tech platforms to reach our own audience?<\/strong><\/p>\n

In this episode of News Take, News\/Media Alliance President & CEO David Chavern is joined by Rand Fishkin, cofounder and CEO of audience research software firm SparkToro, for a fascinating conversation about the big tech platforms, their algorithms, and how the Internet has evolved from a once equitable environment that was mutually beneficial, to now favoring only a handful of giant tech platforms today. Rand paints a picture of the digital marketing landscape businesses must navigate today, highlighting concerns with tech platforms\u2019 walled gardens in which they intentionally try to keep you from leaving.\u00a0He shares SparkToro’s research on “zero click searches” that has gained attention from marketers worldwide on how few web searches now result in a click through to the original content. And he explains how his company helps marketers understand their audience\u2019s behaviors and preferences without having to rely on Google and Facebook, and the importance of taking back ownership of your audience relationships and data.<\/p>\n

Listen or download the audio file to listen offline:<\/h4>\n

Don\u2019t forget to subscribe<\/span> to the News Take podcast<\/strong> by clicking \u201cFollow\u201d and selecting your preferred podcasting platform, or\u00a0click on your preferred platform: <\/strong>Spotify<\/a>, Apple<\/a>, Google<\/a>.<\/p>\n