Products
Glide CMS image
Glide CMS arrow
The powerful intuitive headless CMS for busy content and editorial teams, bursting with features and sector insight. MACH architecture gives you business freedom.
Glide Go image
Glide Go arrow
Enterprise power at start-up speed. Glide Go is a pre-configured deployment of Glide CMS with hosting and front-end problems solved.
Glide Nexa image
Glide Nexa arrow
Audience authentication, entitlements, and preference management in one system designed for publishers and content businesses.
For your sector
Media & Entertainment
arrow
Built for any content to thrive, whoever it's for. Get your content out faster and do more with it.
Sports & Gaming
arrow
Bring fans closer to their passions and deliver unrivalled audience experiences wherever they are.
Publishing
arrow
Tailored to the unique needs of publishing so you can fully focus on audiences and content success.
For your role
Technology
arrow
Unlock resources and budget with low-code & no-code solutions to do so much more.
Editorial & Content
arrow
Make content of higher quality quicker, and target it with pinpoint accuracy at the right audiences.
Developers
arrow
MACH architecture lets you kickstart development, leveraging vast native functionality and top-tier support.
Commercial & Marketing
arrow
Speedrun ideas into products, accelerate ROI, convert interest, and own the conversation.
Technology Partners
AWS image
AWS
arrow
Getty Images image
Getty Images
arrow
Brightcove image
Brightcove
arrow
Poool image
Poool
arrow
Solution Partners
Endava image
Endava
arrow
The App Lab image
The App Lab
arrow
Code Store image
Code Store
arrow
Polemic Digital image
Polemic Digital
arrow
Resources
Developer Experience
arrow
Find out more how to work with Glide headless CMS, Glide Go, and Glide Nexa identity management
Customer Support
arrow
Learn more about unrivalled customer support from team Glide
Documentation
arrow
User and Technical documentation for the Glide Publishing Platform, Glide Go, and Glide Nexa
Newsroom
News arrow
Comment arrow
Newsletter arrow

Letting in a giant: will commercial realities take us back to firmer advertising ground?

"Tech giant makes deal with publisher" is a headline that seems often to conclude in tears and acrimony for the publisher. But, new vistas are opening up.

by  Rob Corbidge
15:16, 08 February 2024
 A nordic giant stands over bustling marketplace, neo gothic style

The UK's biggest commercial news publishing group, Reach PLC, has just signed a deal with Amazon that will see the media business provide first-party data to the retail giant, a move largely driven by the upcoming cookiepocalypse  of third-party data.

This is being seen as somewhat of a landmark deal and certainly that's true given a comparison to how such data has been handled ever since cookies - conceived as a way to resolve partial transaction states on websites - were buccaneered into straight commercial use by the advertising industry.

Yet there is feel of a return-to-the-way-things were about it all. 

Reach (the company...) can provide eyeballs. Amazon has stuff to sell the owners of those eyeballs. So why not team up to the benefit of all? That first party data means Amazon can better aim the right stuff at the right people. It's an old-fashioned business relationship in that most important of respects.  

Much is being made by Reach of the efficacy of its Mantis system in its advertising offering, described as a "brand safety and contextual advertising tool". The proof can only be in the bottom-line pudding as the end of third party cookies looms.

Returning to the general perception that publishers never get a good deal from the big tech units, let's be clear, this is still a David and Goliath scenario. Amazon is a vast business, currently market capped at $1.7 trillion. Reach, by contrast is market capped at £195.55 million ($246m) as of the time of writing. 

Yet just as bigger fleas have smaller fleas on their backs to bite them, and smaller fleas have lesser fleas and so on ad infinitum, Amazon now has some serious competition. Outfits such Temu and Shein are eating into its market share and the business is aware of it at the highest level. Even given the vast amount of data Amazon has, new and solid data on who they can sell what to is vital to retain an edge. Publishers like Reach hold that gold.

Reach themselves have many critics among the media chatterati in the UK, as all media do. In fact, our collective difficulty in formulating a shared viewpoint is arguably one of our industry problems in these discussions about how Big Tech muscles us around, but... that's for another day.

But what those critics fail or choose not to see is that in a big picture view Reach keeps regional titles in the UK alive in an advertising market so unfavourable as to resemble a South Seas pirate captive auction, with our content as the captive.

As a user of a couple of Reach's regional titles, I can attest they still report on matters of local importance as well as possible given the global skew of resources modern regional news gathering has experienced in comparison to the pre-digital past. 

If a change in the market structure sees more small standalone local news operations become properly viable, without having to survive as unintended non-profits or condescendingly handed some Silicon Valley guilt pennies, then I'd be very happy indeed.

The truth is, every part of the world is averaging out to be underserved by local media. In the UK, Reach and similar firms keep titles alive and serving the public.

Setting the cookiepocalypse alongside a rapidly metastasizing internet of cortex-melting schlock content, as exemplified by this week's piece in The Verge about this AI clickbait maestro, then the need for advertisers to find reliable publishing partners become even more pressing.

Know thy readers has always been a solid maxim in publishing and media. Now more than ever.

Latest articles

article listing image
The inside story of the runaway elephant in the room
arrow button
article listing image
How a picture of gold can seem worth more than the gold itself
arrow button
article listing image
Universal findings can cause local problems
arrow button

Ready to get started?

No matter where you are on your CMS journey, we're here to help. Want more info or to see Glide Publishing Platform in action? We got you.

Book a demo