Alysia Borsa
The blog

Alysia Borsa is Chief Business Officer and President of Lifestyle at the newly merged Dotdash Meredith. FIPP colleague Ashley Norris spoke to her ahead of the FIPP World Media Congress, where she will speak.

Working as President of Digital at Meredith before the Dotdash merger, Alysia oversaw a number of milestones. “In 2021, our digital advertising revenues surpassed those of our print magazines for the first time in our history – a major milestone in the company’s evolution as a cross-platform media publisher.

“The launch of the Data Studio in 2020 was also a major achievement. We took our rich, exclusive data with massive scale in content-rich environments and built an in-depth 12,000+-term taxonomy, a proprietary identity graph and over 12 billion intent signals to achieve a comprehensive understanding of women and their intent. Today’s Dotdash Meredith Data Studio leverages our company’s vast proprietary first-party data, intent signals and predictive insights to inform marketing, product, and business strategies.”

In her conversation with Ashley, Alysia explained how deep relationships with Dotdash Meredith audiences stand the company in good stead. “We don’t need third-party cookies to be successful and we don’t need our user’s private information to help them achieve their goals. In our experience, first-party data and intent-driven contextual advertising beat third-party cookie-based advertising performance every time.”

At Congress, Alysia will share insights on developing a revenue mix for a world post two years of stringent Covid-19 measures. She will discuss how changing consumer behaviours, content, technologies drive the new revenue mix. And, interestingly, she will explain how subscriptions won’t be the answer for most brands. This is what she told Ashley about that. “We don’t imagine the majority of users will ever access our content via subscription; our business model is built on intent, which doesn’t require a user to be logged in to deliver the right content and advertising to each consumer.”

Hear more from Alysia at the FIPP World Media Congress, 7-9 June in Cascais, Portugal. For more information, including the draft agenda and other speakers so far confirmed, click here.

If you want to save on registration fees, our Early Bird rate with a discount of €600/ticket is currently – for a limited period – still available.

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You can read Alysia’s full interview with Ashley here.

See more Meet the Speaker interviews and other Congress-related blog posts here.