Genesis Media's Content Unlock system is allowing publishers such as Guitar World and Maxim to erect a "soft pay wall" that asks users to watch a video ad before accessing content, says Mark Yackanich, Genesis' CEO. "In effect, the brands become sponsors for a reader's content consumption, in a very direct and memorable way. ... Inherent in this is the targeting. It's making sure that we're matching the right advertiser with the right individual," he adds.
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