This guide explores how media companies can monetize data to attract advertisers and boost revenue. It identifies obstacles like siloed systems, legacy mindsets, and audience fragmentation. To overcome them, firms should treat data as a product, redefine needed information, integrate sources, share data with partners, and grant secure access broadly. Companies should focus on predictive insights rather than static reports, play to strengths while filling gaps with partners, and adopt iterative rollouts instead of large overhauls. A stepwise approach enables faster innovation and prepares firms for ongoing digital disruption.

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