Member Brief: The Product Lab

The 2016 Gear Patrol FJ40

The digital publisher’s product lab is a new evolution of content monetization. Publishers seek to harvest data with the intent to determine the most appealing products to the publisher’s readership. Using this method, they can sell specialized collaborations (or sourced products) to the readership. This can be interpreted as a value-add for the readership. But most importantly, it can be considered an upsell or simply a “make-good” on an existing ad buy.

Gear Patrol, a site best known for high-end product reviews, has built its brand by turning people on to other companies’ products. It’s now more interested in selling its own branded products, Digiday recently reported.

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