Understanding Audience Intent Through Content Consumption with Joetta Gobell of Dotdash Meredith

Data Masters Podcast

Joetta Gobell, Senior VP of Data Strategy and Insights at Dotdash Meredith, joins us to discuss strategies for reaching consumers in their moment of need. She explains how Dotdash Meredith leverages its vast network of brands to provide timely, relevant content. She highlights how D/Cipher helps advertisers connect with audiences based on their content interactions rather than invasive data collection. She emphasizes prioritizing user experience over ad revenue to ensure advertising enhances rather than disrupts content engagement.

Key Takeaways:

(02:31) Leveraging the power of brands to help people in their moment of need.

(04:14) Joetta’s background in math, psychology, and cognitive science shapes her approach to data.

(06:09) Publishing has constantly evolved, requiring adaptability.

(08:58) Human needs haven’t changed — only the way we deliver information.

(10:28) Prioritizing user experience leads to better long-term success.

(14:07) Targeting needs and behavior is more effective than using user data.

(19:25) Data is not the only source of insight — context is more powerful than identity-based targeting.

(24:50) Balancing AI and human teams by understanding each other’s strengths and weaknesses.

(31:05) Understanding content meaning is key to effective advertising.

(40:26) Interpreting data is more valuable than simply collecting it.

Resources Mentioned:

Joetta Gobell -

https://www.linkedin.com/in/joetta-gobell-9378832/

Dotdash Meredith | LinkedIn -

https://www.linkedin.com/company/dotdashmeredith/

Dotdash Meredith | Website -

https://www.dotdashmeredith.com/

D/Cipher by Dotdash Meredith -

https://www.dotdashmeredith.com/advertising

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