How Dow Jones uses ad deals to show audience value

Andrew Byrd of AdExchanger writes about how Dow Jones is protecting the value of its audience when it comes to advertising deals.

Byrd writes, “For example, Dow Jones partnered in 2024 with Ozone, an audience monetization platform founded by a group of UK-based publishers, including News UK, Guardian Media Group, Telegraph Media Group and Reach plc. Ozone’s contextual targeting tools sit directly on a publisher’s site, analyze articles and assign content categories that align with a brand’s expressed content tolerance levels.

“According to Castillo, Ozone performed well with Dow Jones’ sister brands in demonstrating that news environments can serve as suitable placements as long as advertisers are clear about their tolerance for different kinds of coverage. Which led Dow Jones to expand the tech across its wider publisher portfolio.

“For ad ops teams under pressure to experiment with every shiny object, Dow Jones’ strategy offers a focused alternative: Start by proving the value of your audience, keep direct relationships at the center of your business, and let those priorities determine which new tools and partners are really worth considering.”

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.