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With the rise of AI scrutinizing content quality and global events intensifying the spotlight on media credibility, audience engagement has become harder than ever. Adding to this complexity, recent insights from Adweek highlight growing difficulties in search visibility, emphasizing the urgent need for publishers to own their audience relationships. In this high-stakes environment, two priorities stand out: maximizing content value and controlling operational costs. Here’s how publishers can excel at both to unlock sustainable growth in 2025.
Maximizing the value of their content across all digital mediums is essential to sustain growth and adapt to shifting consumer and industry dynamics. Your content isn’t only a channel for engagement, it’s the backbone of your commerce monetization and affiliate programs. If the links can’t support the clicks they drive, you’ve lost all value, and as a result, revenue.
Whether due to broken linking experiences or missing attribution, this can lead to disrupted user journeys, higher bounce rates, and lost conversions. Publishers have a huge opportunity to address this challenge, by using platform-specific, user or environmental-specific, and retailer-specific links to ensure every shopping trip will maximize conversion rates and revenue across the mobile web- particularly in social channels. Here, publishers have significant opportunities to deepen user connections and deliver engaging, commerce-focused content.
So how do you achieve this? By investing in deep-linking AI to streamline user journeys. The right technology partner can leverage this to improve the user journey and help you to focus on high-impact channels for more commerce-driven engagement. Solutions like Button allow publishers to tap into these benefits with minimal effort, driving higher conversions and unlocking the full potential of every piece of content.
Controlling operational costs routes from two avenues: streamlining affiliate partnerships and accessing new budgets. The former has historically taken a significant amount of time, resources, and ongoing management to keep it optimized, draining your energy and wallet. While the latter has been difficult to break into without the same level of time, resources, and financial investment. Here’s how you can overcome both.
Affiliate programs have enormous potential for driving revenue, but for many publishers, they come with a host of challenges. From managing complex partner relationships to ensuring accurate attribution, the operational burden can quickly outweigh the benefits. By adopting technology solutions that automate processes and ensure successful attribution into every link, publishers can tap into a zero-effort monetization model that prioritizes efficiency and scalability.
When you look for a technology partner, prioritize addressing these challenges. Platforms like Button will be able to provide access to affiliate partnerships through the Button Marketplace, or by embedding Commerce Optimization and enhanced user experiences and more reliable attribution into your existing retailer links, so you can get started faster and with less stress.
Accessing new budgets has always taken some creativity, and with retail media on the rise, there is potential for publishers to participate in the $230B Retail Media market segment. With on-site advertising real estate diminishing, increasing competition driving up costs, and publishers having to get creative to offset this challenge. Enter: offsite retail media.
An offsite retail media solution overcomes the barrier of low onsite advertising pixels and better targeting to reach high intent shoppers at the point of sale, where and when they're more likely to make a purchase. As commerce continues to dominate the future of monetization, retailers are seeking innovative digital solutions, and having a partner who can provide access is key. A technology partner like Button can help you get started quickly and with low code solutions.
Don’t wait to make an impact. Efficiency and innovation are critical for publishers, and Button empowers them to stay ahead with industry leading technology, and high impact solutions that drive more revenue while controlling costs. Start 2025 on the right foot by contacting Button to get started today.
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