Social ad-targeting company 33Across acquired Tynt Multimedia in January. In the deal, 33Across purchased technology that allows publishers to better chart the wealth of material that is digitally copied and pasted from their sites. If users paste portions of a story from The New Yorker, for example, into email, they will see an automatic link back to the site appear in the message. Tynt allows publishers to insert those links and also to see words and shorter phrases that a user pastes into a search engine. Greg Levitt, general manager-publisher solutions, spoke to Digital Directions about how the free tool set is helping media brands drive incremental visits and shape editorial strategy.
Digital Directions: Why is it important for b-to-b publishers to understand copy-and-paste activity?
Greg Levitt: Historically, we grew up in the b-to-c space, but we've been getting more traction in b-to-b. We're the only company that is providing insights around users copying content from the publisher's page and sharing it with their friends. The more valuable the content, the more that users want to share or copy that content. We've noticed that (with) b-to-b being high-value, niche-type content, the rate of copies tends to be much higher (than in the consumer market). Across all of our publisher groups we're seeing 1% to 2% of page views resulting in a user taking a copy action. On higher-value, niche-type content, that (number) might double or triple.
One of the things that most publishers don't realize is that the most common form of sharing content today is the organic user behavior of copying text and images from a publisher page and sharing that—most often via email or on Facebook, on Twitter. The rate of that activity is up ...