US local news publisher Advance Local has gone from zero to 250,000 paid digital subscribers in the last eight years.
SVP for digital consumer revenue Ann Poe explained how the group evolved from a simple premium content mode to having a dynamic paywall which makes decisions on whether to gate content based on individual users.
VP for sales at Mather Ariel Burkett explained how Mather's Sophi platform ingests user data to present individuals with an offer most likely to maximise revenue for the publisher.
This episode is sponsored by Mather.
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