Digiday - WTF is dunning?

Passive churn accounts for anywhere from 20-60% of a publisher’s total churn base in any given period, per media and tech consultant.
May 10, 2022

Publishers have been on a crucial hunt for strategies to reduce churn in recent months, particularly as readers' propensity to pay for subscriptions have begun to waver. But what happens when up to half of churn occurs unintentionally because of an expired credit card or someone reaching their credit limit ahead of payment? That’s when a process called “dunning” comes into play. Here’s a WTF breakdown.

Additional coverage:

  • Big profits are becoming even scarcer for the largest media businesses. How scarce? Enough to show that the bloom is off the rose for streaming. Read more here.
  • Condé Nast Traveler's global network of editors are writers and able to use their regional expertise to cover the travel industry closer than ever.
  • Here’s a look at how marketers are thinking about TikTok’s new ad offering. More in this Digiday+ Marketing Briefing.
  • Following two years of drought-like conditions movie theaters experienced over the course of the pandemic, in-cinema ad revenue is trying to climb back to 2019 levels.
  • The third-party cookie is in the autumn of its years, a tumultuous development in the marketing industry that has used the software as a bedrock of its user targeting and tracking efforts since the inception of online advertising in the 1990s. More in this Digiday+ Case Study.

From our sister site, WorkLife:

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Ivy Liu
Passive churn accounts for anywhere from 20-60% of a publisher’s total churn base in any given period, per media and tech consultant.

howdy!
With seemingly strange things happening in media from streaming struggles to advertising amid rampant inflation, marketers say there are no simple answers. 

Video-level data is powering contextual advertising, enabling brands to serve relevant ads without the need for third-party cookies.

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howdy!
Condé Nast Traveler’s global network of editors are writers and able to use their regional expertise to cover the travel industry closer than ever.

When looking for ad tech providers, reporting and insights are the differentiating factors, not targeting.

howdy!
Given that TikTok’s entertainment comes from creators, courting them to continue to build on the platform with an ad revenue share makes sense to agency execs.

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Amid competing for engineers with well-funded startups, media companies are working with software consulting firms to provide successful tech resources for their businesses.

howdy!
La Colombe Coffee Roasters is upping its media spend to fortify its first-party data and developing ‘custom cohorts’

howdy!
Following two years of drought-like conditions movie theaters experienced over the course of the pandemic, in-cinema ad revenue is trying to climb back to 2019 levels.

Condé Nast Traveler's global network of editors are writers and able to use their regional expertise to cover the travel industry closer than ever.
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