Media companies should turn to the Three R’s in order to navigate the tech landscape
For the past 20 years, the media’s working relationship with big technology platforms like Google, Facebook, Twitter, etc. has been a Faustian bargain. Tech giants provided access to the largest audience in human history (not an exaggeration) and in exchange, the media industry handed over ultimate control of their own fate. Big tech controlled the media’s understanding of analytics, KPIs, and editorial value, all while mediating their relationship with both audiences and advertisers. That strained relationship could be entirely abandoned in the coming years.