Winner of the 2019 PPA Award for Industry Partner of the Year, Trackonomics, uses the power of data to enhance publishers affiliate revenues.
We spoke to Hanan Mayaan, co-founder of Trackonomics, about the exciting possibilities when tech works to maximise publisher’s potential, how he deals with relentless deadlines and what it’s like to be in charge of a network of employees across the world.
What made you want to work with the publishing industry?
I was a media buyer for about 4 and a half years, which was eye-opening because it made me think about all the inefficiencies in the supply and demand model of media and publishing. In the last 2-3 years, with the diminishing of revenues in the media because of the Facebook and Google duopoly and the spread of fake news, my belief in the importance of creating a profitable, strong media and publishing ecosystem has been strengthened.
Could you chart your journey from where you started out to where you are now?
We started out trying to address what we thought 4 years ago was the biggest problem in affiliate marketing, which is data consolidation. We wanted to create a single point of access where all data can be analysed. Now we don’t just consolidate data, but we create whole layers of data which help publishers better monetise their content.
What is the most exciting thing on the horizon for tech and publishing?
I think digital publishing has enabled us to look at every singular piece of content as an independent and revenue-generating asset. Soon we should be trading on individual pieces of content as financial units. It is no longer the case that publishers monetise things by thinking about their whole brand as the product. You can have a website that has two articles in it which are generating 95% of the revenue and another 500 articles which are generating nothing. That change from looking at your publication as a whole to looking at singular units of content is very big and exciting.
How does being an associate member of the PPA add value to your company?
Ever since we joined the PPA we have started some fascinating conversations. Most of our clients are US based so it has enabled us to kickstart conversation with the big content players in the UK.
How do you handle your deadlines?
With lots of tea and coffee. Deadlines are a very difficult thing in tech. We work really hard and we try to be as process-driven as we can, but I think that just like any other company, the deadlines can get a bit chaotic.
What would people be surprised to know about your job?
How creative it is. You often don’t think about tech management being creative but most of my job is about solving complicated problems through creative thinking.
Would you be able to walk me through your typical day?
Israel is two hours ahead and most of our employees are based in Tel Aviv so my mornings would usually be dedicated to calls with Tel Aviv and my midday would be dedicated to any UK activity we have. In the early afternoon the US wakes up so the second part of my day will be dedicated to my US team.
What is the latest photo on your mobile?
My 4-year-old girl drew this. It was so good I had to take a picture of it. It’s our solar system.
What would be in your Room 101?
Cottage cheese and autotune
Whose phone number do you wish you had?
Introvert or Extrovert?
Optimist or Pessimist?
Film or TV?
I watch so many TV shows. Right now, I am watching Stranger Things and I have just finished Big Little Lies and Killing Eve
Sweet or Savoury?
I’m a food man so I’ll take both
If you were on a long train journey, what magazine would you read?