Ad revenue that Business Insider receives from its 13 international license partners, eight of which are in Europe, grew 40 percent in the first few months of 2019, compared to the same period last year, reports Jessica Davies of Digiday.
Davies reports, “The revenue from those licensing partnerships now accounts for 30 percent of all ad revenue outside the U.S.
“It wasn’t always so. About a year ago, BI started to reorganize its U.K. sales team to sell wider, international packages rather than just U.K. specific. During the same period, the publisher changed how it worked with its pan-European media licensing partners so that partners got a larger cut of any international campaigns sold from the U.K. office, and vice versa.
“As a direct result, direct partnerships deals doubled in local markets in the first three months of 2019, though the publisher wouldn’t specify from what base. Programmatic revenue has also grown 80 percent in the same period, with a marked increase in guaranteed and preferred deals and yields, according to the publisher. While the majority of international revenue remains programmatic, direct deals are expected to rise further in the coming year.”
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