Social commerce edges past SEO at The Independent for the first time
Digiday · · g2643743
The Independent’s social-commerce revenue edged past its SEO-based commerce revenue for the first time in September, CEO Christian Broughton said at Digiday’s Media Strategies event in London this week.
He described the gap as narrow, but said the trend was shifting toward social.
The company doesn’t publicly break out the figures, so the milestone offers a directional signal rather than a measure of how far social commerce has pulled ahead. But it illustrates the broader shift Broughton argued publishers need to make: build revenue around trusted brands and audiences across platforms, rather than depend on search to bring readers to their websites.
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