How Business Insider's AI-based paywall strategy increased conversions by 75%

Business Insider’s Katie Friedman shared how her team refreshed the publisher’s subscription paywall strategy with the help of artificial intelligence. September 25, 2024 [How Business Insider’s AI-based paywall strategy increased conversions by 75%]( Business Insider's Katie Friedman shared how her team [refreshed the publisher's subscription paywall strategy]( with the help of artificial intelligence at the Digiday Publishing Summit. Additional coverage: - [This week’s Digiday+ Future of TV Briefing]( looks at how Overtime and Vox Media are adapting their podcasts into long-form videos. - [Hearst Magazines has adopted thresholds]( for how many users and impressions can serve as the deterministic basis and for how many categories can be in its contextual taxonomy. - [TikTok has rolled out its Search Ads Campaign tool](, giving advertisers the ability to target ads based on what users are actively searching for. - Billups, an out-of-home specialist managed services media agency, is [expanding on the acquisition]( of a Malaysian company, and has tapped a former Dentsu executive to oversee its growing APAC business potential. - Although gaming continues to grow in popularity, very few esports teams have managed to turn a profit. [The Sentinels team believes it’s almost there.]( Other things to know about - The countdown is on for the Digiday Media Buying Summit, taking place October 15-17 in Palm Springs. [Join us and leverage our 8-Minute Meetings]( to maximize your networking and connect with industry leaders from Albertsons, Canvas Worldwide and more. - According to a new survey, this year [37% of consumers are more likely to participate in loyalty programs]( than last year. Sponsored by Marigold. - Marketers are being strategic about their investments across channels and tactics to [acquire new customers and drive repeat purchases](. Sponsored by Klavyio. Top Stories Ivy Liu [Subscriptions]( [How Business Insider's AI-based paywall strategy increased conversions by 75%]( Business Insider’s Katie Friedman shared how her team refreshed the publisher’s subscription paywall strategy with the help of artificial intelligence. howdy! [Programming & Production]( [Future of TV Briefing: How publishers are turning podcasts into video talk shows]( This week’s Future of TV Briefing looks at how Overtime and Vox Media are adapting their podcasts into long-form videos. Advertisement [Sponsored by Zeropark]( [How digital publishers are overcoming five critical hurdles in 2025]( Publishers are adapting to the new digital ecosystem and finding ways to thrive, from leveraging commerce media to harnessing AI for content creation. howdy! [Life Beyond the Cookie]( [How Hearst Magazines is maintaining signal strength amid the shift from deterministic to probabilistic modeling]( The publisher has adopted thresholds for how many users and impressions can serve as the deterministic basis and for how many categories can be in its contextual taxonomy. [Sponsored by SCUBA]( [How publishers are leveraging decision intelligence to drive revenue]( Publishers like Bleacher Report are turning to decision intelligence to integrate data across channels, optimize content strategy and drive higher engagement and revenue. howdy! [Marketing on Platforms]( [TikTok looks to turn search queries into ad dollars with keyword targeting tool]( TikTok has rolled out its Search Ads Campaign tool, giving advertisers the ability to target ads based on what users are actively searching for. Advertisement [Sponsored by Moloco]( [Dispelling mobile advertising myths for agencies and advertisers]( Common misconceptions about mobile in-app advertising on the open internet may hinder performance, such as solely relying on cohort targeting. howdy! [Going Global]( [Billups expands its operations in APAC with a new regional CEO]( Billups, an out-of-home specialist managed services media agency, is expanding on the acquisition of a Malaysian company, and has tapped a former Dentsu executive to oversee its growing APAC business potential. howdy! [Gaming & Esports]( [How esports team Sentinels plans to become profitable in 2025: A Q&A with CEO Rob Moore]( Although gaming continues to grow in popularity, very few esports teams have managed to turn a profit. Only a few, such as G2 Esports and TSM, have even made the claim. Sentinels competes in far fewer titles than these rival orgs, and the company’s path to profitability is intentionally built around its relationship with “Valorant” and its community. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](