Deutsche Presse-Agentur Fingerprints Online Content With Attributor


Germany’s Deutsche Presse-Agentur (dpa) news agency hopes to boost profits from its text, pictures and video through a deal with online content monitor Attributor. dpa, which says it is the third-largest news agency in the world, follows in the footsteps of Reuters and Press Association who have similar deals with the Californian firm. Release.

Attributor “fingerprints” agencies’ content so editors can see exactly who and where their stories and videos are being seen, which could lead to new commercial opportunities through syndication deals. Agencies have long been concerned about how follow who is using their content, but according to dpa bosses the deal is not simply a case of chasing people who haven’t paid their bill.

“Attributor’s service enables us to understand which dpa content is most successful online…and provides analytics to improve the design of our customers’ internet edition,” said dpa chairman Malte von Trotha in a release today. For dpa editor-in-chief Wilm Herlyn, Attributor’s service “answers the question of whether we offer the right length of topics with the right emphasis at the right time. This helps us focus our editorial efforts more effectively”.

Attributor also announces today it’s monitoring service is extended to cover five languages: English, French, German, Italian, Portuguese and Spanish.

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