Seattle—Scout Analytics, which helps publishers generate more revenue from their online audiences, has launched Scout Research. This new unit develops behavioral models of online audiences to help publishers predict revenue based on audience size and behaviors.
Scout Analytics said it introduced the new division because media revenue has shifted from the distribution of media to the consumption of media, which means publishers need to focus more on deriving revenue by monetizing events and subscriptions, for example, to highly engaged users.
“Our initial research shows that digital revenues are under the most pressure from the unrecoverable loss in ad inventory and not because of online ad prices,” Matt Shanahan, senior VP-strategy at Scout Analytics, said in a statement. “New methods for analyzing an audience will help publishers avoid guessing and enable them to find monetizable opportunities faster."