Ramat Gan - Israel

+972 (03) 790-1700

London - United Kingdom

+44 20 8089 7891

Paris - France

+33 7 55 54 86 87

Istanbul - Turkey

+90 212 401 29 92

Gated online community: How publishers can build a wall that works for all

Ryan Rakover, March 22, 2022

Key takeaways

  • Login requires authentication which requires a publisher to be secure 
  • Logged in users allow you to build your first party data *always with user consent
  • Login helps grow a publisher’s offering into a community 
Image courtesy of William White on Unsplash

Are your users ready to be authenticated? 

As publishers grow their knowledge on first-party data, they are in turn learning a lot about their users for the first time. Publishers are seeing how to build back the bridges to their communities. Not just capturing data points to pass on or as an answer to the deprecation of cookies but in the roadmap of building the experience their users want.

Publishers have begun to become more engaged with their users and open to new methods. Having users log in is a great way to gain greater insight from their users and widen a publisher’s offerings. However, is it that easy to do? What kind of additional responsibilities does a publisher take on? In turning their domain into a walled garden is there additional consent required from casual users turned logged-in users? 

How a publisher separates content impacts the user experience on the domain. A publisher can choose to lock content, differentiating the casual user from the logged-in user. It is crucial that a publisher understand and test how this change impacts user engagement. The underlying goal for a publisher looking to identify their users through login is to establish a unique community.

Through clearer audience identification, publishers can develop their domain in a responsive tone to their users. The amount of experiences publishers are able to offer is expanding all the time. Looking at how traditional content can be supplemented with video, audio, and the like it has never been more important for a publisher to know what content is in fact speaking to their audience.    

Why users and publishers benefit from having a login community  

A publisher’s understanding of their unique community will connect the dots of their users’ interests and behaviors. This greater insight into a publisher’s authenticated users will be under the publisher’s umbrella instead of third party vendors. This will allow for a publisher to be at the forefront of the experience their users are having. 

With a user account, a visitor creates a personalized profile on a website in order to tailor their experience with the web content. Accounts empower users to access exclusive offers, contribute to a community of fellow users, offer accessibility to support, and receive content recommendations relevant to them.

Publishers should not be afraid to experiment with new offerings. Using the login community of users, a publisher can try out areas of interest for their brand that they may not have thought appealed to larger audiences. For example, publishers could test hosting a podcast or selling products via affiliation campaigns to test the waters of new offerings. This added space of focused users can unlock new directions that a publisher’s original content may have sparked without them knowing.   

Publisher responsibilities

When a publisher decides to build a login it is important that there is clear user consent and the ability to change user choices in an accessible way. When the user has logged in, the experience should be safe and secure. A user has trusted a publisher with their personal information and how that information will be used will determine the future between the user and domain. Showing that the domain is responsive to user choices and selections will build user confidence and trust. In addition, it is important that the user has access to the data that is being collected and clear choices that are editable. 

Offering users a safe way to connect through personalization and community brings greater insight for publishers into what is working for users and what might be missing. With each step of added connectivity with users, publishers must use it and demonstrate added value with this personalization. Through an engaged user community, insights into what’s working and what’s not can help shift thinking to where it needs to be.

As privacy has taken a front seat, publishers are learning fast that it is easier to protect the users they have than to start finding a new audience. For the last several years the power of understanding a publisher’s audience was often at arm’s length from the publishers and siloed by third party vendors. Publishers are now back in control and each choice is valued and weighed by the user community. It is important for publishers to make sure the processes of data collection are clear and accessible.  


As publishers build out their roadmap towards the alternatives to third party cookies, building from within is the necessary first step. Establishing a secure authenticated users will be the foundation for a publisher’s brand’s next pivot. Publishers should remember to make the process simple, safe, and with value. Offering content behind a walled garden is more than an environment free from advertising, it’s an opportunity to offer a rich added level or unique content.

About the author: Ryan Rakover is the head of our Trust and Safety efforts at Total Media Solutions. One of the things Ryan enjoys the most in his role as a publisher’s strategic partner is the challenge of bringing policy from a place of rules and standards to delivering solutions to clients to improve their client’s bottom line. Find Ryan on LinkedIn or reach him by email.

5 marketing trends in adtech for 2022

Nadia Ozeri, March 3, 2022

marketing trends 2022, VR, AR, 2022, digital marketing,
Image courtesy: Pixabay

2022 is a year of big changes. Covid changed our lives, not only in the way we communicate with one another but also in how we use technology. Marketers face a challenging year, juggling emerging technologies and changes to online tracking while trying to meet the shifting moods of pandemic-weary consumers. The metaverse has been a hot topic of conversation recently with Microsoft and Facebook both making claims. The metaverse doesn’t quite exist yet. However, the hype still matters, and soon will likely change how we consume content, audio, video, mobile, and gaming. 

1. Virtual Reality (VR) and Augmented Reality (AR)

AR and VR are exciting technologies for marketers to tap into because they focus on imaginative and interactive experiences. In the future, these technologies will be used to market products and services, and change marketing forever. Several verticals have major potential: from virtual real estate, with virtual property showcases, staging, and more, to the travel industry where you can receive a virtual tour of a hotel before you book your vacation, to the beauty industry, enabling you to try out lipstick colors and clothes before you buy. Although the metaverse is still in its infancy, there increasingly will be tools that allow marketers to connect with consumers in these emerging digital spaces.

Brands like TOMS Shoes, TopShop, Oreo, Sephora, and IKEA have already successfully used these technologies for marketing purposes. IKEA uses AR to help customers design their own space, Say Hej to IKEA Place. 

2. Increasing mobile gaming advertising 

Globally, there were an estimated 3.24 billion gamers in 2021 – no surprise there. Furthermore, according to Adjust data insights, gaming accounts for 50% of total industry ad spend. These spaces have been transformed into effective advertising platforms due to the success of the gaming industry as a whole.

But what about mobile gaming as its own entity? There were approximately 477,877 mobile gaming apps available on Google Play in the first quarter of 2021 – an increase of almost 12% from the previous quarter. Moreover, a report from GlobalData found that after reaching $98 billion in 2020, mobile gaming is expected to reach $272 billion by 2030.

As mobile gaming advertising becomes more competitive, your creative campaigns need to reach the right audience, at the right time, and in the right place. By leveraging the power of programmatic marketing, you can scale appropriate ads to the users that you want to reach. A successful campaign will rely on this and can help achieve impressive ROI in 2022.

Example: Mobile advertising in action 

Anzu designed its in-game ads to appear more organic to users. In Trackmania, for example, they appear as billboards around the titular tracks. Anzu partnered with brands like Samsung, Microsoft, and Vodafone on these ads. Example: Vodafone appearing in Anzu video games: 

Trackmania Multiplayer Session World Premiere @Gamevention #DIGI1 2020

vodafone, anzu, gaming, advertisement,  billboard,

3. Alternative targeting solutions  

After Google postponed the phase-out of third-party cookies to 2023, advertisers, adtech companies, and publishers are expected to implement new ways of tracking consumers and targeting ads in the next 12 months. However, even if Google sticks to its current plan, the future of cookieless browsing is likely to emerge slowly and incrementally.

As third-party cookies will no longer be supported in 2023, marketers will be testing alternative targeting solutions, such as people-based targeting, throughout 2022. Prior to cookies being banned, companies that can leverage and expand upon your first-party information should be vetted

Let’s have a look at Contextual targeting for example. Internet marketing started basically with contextual targeting until third party data was the shiny new revenue toy. Now, with the phasing out of the cookie, contextual targeting is likely to rise again and be the popular strategy for publishers, advertisers, and consumers. This is a great opportunity for you as a publisher to implement and integrate contextual advertising into your marketing strategy.

At the moment, the advertising industry is at a turning point, where organizations must take advantage of the opportunity to be more transparent with their audiences. We must ensure that new identity solutions put consumers in the driver’s seat so they can decide when, where, and how their data is used. 

Example: Contextual targeting used 

Kitchn is already doing it. This online daily food magazine started implementing contextual targeting. I saw an ad for a pizza cutter while reading, “How To Make Awesome Pizza at Home.” This is an excellent example of contextual advertising in action:

4. Video marketing 

The data backs up my claims, even though they sound exaggerated. Search engine giant Google has announced that YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the United States. Facebook reports that video posts receive six times more engagement than photo or link posts on average while Twitter has seen an increase in video views by over 160%. 

In other words, if you don’t incorporate video into your marketing strategy, you’re missing out on a huge opportunity to connect with your audience and build trust. Video is vital for creating customer relationships since it puts a human face on the brand, which builds trust and loyalty.

It appears that short-form content is on the rise and won’t slow down anytime soon. Instagram Reels, TikTok, and YouTube Shorts are among the most popular channels for video content today. With their ability to capture attention and lead to stronger engagement than other content, you can use video marketing to take center stage in your marketing strategy for  2022. 

Example: Make TikToks not ads 

#TikTokmademebuyit is influencer marketing at its best!  In August of 2021, TikTok’s #TikTokMadeMeBuyIt hashtag, used by influencers to show off Amazon purchases they found on TikTok, had more than 4.1 billion views—check out this video (don’t mind the spelling mistake in the title though 😉…). 


amazon keeps taking my money 🥲 levitating bulb lamp with wireless charger link in bio #amazonfinds #amazonmusthaves #tiktokmademebuyit

♬ Spongebob Tomfoolery – Dante9k Remix – David Snell

Amazon even started a page called “TikTok Amazon Finds”

5. Programmatic audio is about to get big

As a brand’s primary outlet after being dominated by visual media for the past decade, audio advertising has emerged as a significant medium. Through its capability to reach highly targetable and mobile audiences in brand-safe environments without the presence of screens, it enables marketers to evolve their omnichannel strategies naturally.

eMarketer predicts that listeners will spend an average of 97 minutes with digital audio per day -nearly a half-hour more than the average user will spend on social media (70 minutes). As opposed to their visual equivalents, audio ads are delivered one by one to consumers while they are not typically connected to a screen, such as when listening to a podcast or a playlist during a workout. Audio ads provide premium environments and are an effective way to fill otherwise unfilled gaps in the user’s buying journey.

Example: Audio ads in Newsweek

According to the 2021 State of audio AI consumption report, the average LTR (= listen-through rate) in programmatic advertising, was a whopping 96% or 105.8 million ads listened to. Programmatic audio offers remarkable granular targeting capabilities. Media buyers can tap into a range of advanced audience segmentation parameters, including location, point of interest, device, weather, user, agent, format, genre, dayparting, mood, and more. Through this channel, the ability to engage a user in the right place, at the right time, and within the right context becomes just that bit more accessible.


These are some of the trends that I’m following this year. I think the advertisement industry is going through major changes while the primary focus is on the metaverse. It’s the beginning of a new marketing strategy that we will need to get familiar with and used to.

About the author Nadia Ozeri is the Director of Buy Side at Total Media Solutions. She is an expert in connecting advertisers to ad technologies. You can find Nadia on LinkedIn or reach out to her via email if you’ like to pick your brain about ads.

Total Media Newsletter – September 2016

Brian Blondy, September 6, 2016

As the summer winds down, it brings us great pleasure to welcome you to another edition of the Total Media newsletter. Below you will find an update on several new developments at our company, important industry news and actionable knowledge to grow your website revenue!

  • Total Media is proud to celebrate one year as a Google Certified Publishing Partner (GCPP), a distinction that continues to enable us to consult and partner with the finest publishers in the world for DFP Premium, AdTech, and Monetization Solutions.
  • We launched Video360°, a premium video solution for publishers that combines the three major pillars of video advertising (standard video player, content, and monetization) into one easily adoptable feature-rich solution unmatched by anything being offering in the industry today.
  • Stay tuned for a Q4 ’16 announcement of our new native content monetization solution for publishers!

If you are considering upgrading your website’s monetization solutions or need strategic consultation for optimizing your current setup, our trained experts are available any time to work with your team to maximize everything your options and knowledge. Please feel free to reply to this email or contact us here if you have any questions.

We hope that you enjoy the newsletter!

Total Media

Insights and Trends

Can Facebook Defeat AdBlock Plus?

VAST 4.0 is the Elephant in the Room

Industry News and Updates

DoubleClick expands into the DOOH realm.

DoubleClick Leadership Summit – July 2016

An overview of the conference and a selection of articles highlighting the important developments from the 2016 DoubleClick Leadership Summit.

Powerful Tips for Publishers

8 Ways to Avoid Termination of Your DoubleClick AdX Account

What are Native Ads and How to Use Them in DFP?

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at or on LinkedIn