By Emma Bazilian
Since the inception of digital magazines, publishers have struggled to get advertisers to commit to tablet and other mobile content as they do with print. But a lack of measurement standards across a multitude of screen sizes and devices has made it hard to build advertisers' confidence in the medium.
The MPA—Association of Magazine Media and Adobe are making some headway, though. Following the MPA’s announcement last spring that it was working with digital companies to develop tools to track digital magazine readership, Adobe has built that capability into its Digital Publishing Suite software, which is used by most of the major magazine publishers. “We’ve seen a lot of demand from marketers and brands to take advantage of targeted ad opportunities that exist through these new digital editions,” said Danny Winokur, vp and gm of digital media at Adobe. “But we’ve encountered some real friction in doing business between publishers and advertisers and their agencies within the digital arena because a lot of the well-defined, standard metrics that have provided the foundation for conducting business in the print world have not been available in the digital arena.” READ THE FULL ARTICLE