Coda, one of the biggest global leaders in digital content monetization and payments optimization, introduced Coda Links, which is intended to aid publishers to improve link-outs and make them direct to consumer (D2C) and secure. The announcement has been made at a point in time when the global changes in regulations have paved the way for direct user transactions between publishers and app developers.
Coda Links enables publishers, such as mobile game developers, streaming services, and apps centered around creators, to fill the execution gap between first engaging a user and converting by leveraging smart deep linking and data transfer to pre-fill checkout flows to make the purchase point of sale more seamless.
The early successes have been already been brought by the solution. With the first implementation, Coda Links captured 18 % of the iOS traffic, and there has been an increase in the number of transactions of more than 8 times, while there has been an increase in monthly revenue by 14 times for a leading US publisher. With another implementation, there has been an increase in the new visit traffic by 30 % for the first three months, as the players are redirected to the web stores.
Adapting to the Rise of Web monetization pillars
Coda Links comes at a time when the world is embracing open ecosystems and monetization platforms:
In the U.S., the antitrust rulings and settlement of the Alternatives to Platform Payments systems are being encouraged.
In the European market, the Digital Markets Act is enhancing opportunities for third-party billing and alternative payment methods.
Asia, and especially Japan’s Mobile Software Competition Act, forces Apple and Google to permit other appstores and external links for checkouts.
Increased data protection and payment terms in the Southeast Asian region are also forcing publishers to develop a direct connection with readers.
These trends mirror the overall shift in how digital content is monetized, from the closed ecosystem model into more direct-to-consumer platforms, which provide the publishing community with greater control over payment, consumer data, and share of profit.
What Coda Links Brings to the Table
Less Friction and Increased Conversions
Coda Links transforms traditional link-outs from basic conversion funnels that sent consumers to catch-all external pages that required multiple steps to convert, and Coda Links delivers deep-linked and rich-data experiences. The solution automatically funnels necessary identification information from identification markers such as player ID, SKU, favorite payment methods, and more into a pre-filled conversion process.
Data-Rich Insights and Optimization
The publishers will receive detailed insight into user behaviors and transaction trends, empowering them to evaluate offers, optimize pricing tactics, and develop lasting retention models without sacrificing ownership of their data. Such information accessibility becomes paramount in contemporary content management operations, as audience behavior knowledge plays a pivotal role in monetization.
Compliance in Global Markets
The technology is designed in such a way that it is compliant with regional regulations and supports local and secure experiences for data privacy, payment practices, and social platform use across the USA, Europe, and Asia regions.
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Models of Flexible Integration
The Coda Links offers a variety of methods of integration:
Easy payment page to rapidly deploy.
Integrated checkout solutions using Coda commerce APIs, including advanced functionality such as personalization and rewards.
Intermediary pages within areas having additional requirements owing to platform policies.
This provides flexibility for all publishers, regardless of the size and form of the media, to implement the technology based on the needs of the business.
Implications for the Content Management Industry
The emergence of Coda Links marks the start of an evolutionary shift in the Content Management space – one in which monetization strategies, data rights, and customer experience become primary considerations in the management of content, not mere afterthoughts.
Transitioning From Platform Dependency to Publisher Freedom
The conventional monetization mechanism enabled by content management systems was dependent largely upon app stores or the payment systems of the platform, taking a significant share of the revenue and feeding very limited data. With the dynamic evolution of the regulatory landscape, the need for Coda Links arises, where the entire monetization pipeline can be controlled by the publishers from content interaction to purchasing.
New Streams of Revenues from Direct Monetization
For many publishing companies, and particularly gaming and creator-oriented media brands, out-of-app monetization is quickly becoming an increasingly viable revenue stream. Today in Southeast Asia alone, out-of-app monetization contributes 38% to mobile gaming revenue, an increase from 21% in less than two years. Coda Links facilitates this process through more efficient and more compliant monetization outside of app purchases.
Content and Commerce Convergence
Managing content has evolved beyond the realm of organizing and distributing content and has now entered a realm where it is linked with commerce as well. Using Coda Links, each and every experience related to articles, videos, or game play can now be a commerce touch point, feeding directly into monetization loops. This is a whole new shift towards content commerce, where content interaction and purchase will be seamless.
Using Enriched Customer Information
The ownership of data, such as consumer preference and transaction information, also plays an essential role in personalization, retention, and building revenue. The Coda Links platform enables the publisher to maintain complete ownership of the data, thereby steering clear of the typical black-box reporting associated with monetization through other platforms. The data can also be used to improve content strategy and build engagement, which plays an important role in distinguishing the Content Management industry.
Impacts on the Business Operating in this Market
Gaming & Interactive Media
The gaming publishers who see multi-fold increases in revenue and conversion due to Coda Links would potentially focus more on direct revenue streams. Interactive media categories, like virtual event and entertainment content, might also see the impact of this shift.
Streaming Services and Online Media Other Factors in Online Streaming
With the inclusion of frictionless D2C monetization, video streaming sites will be able to turn their engaged viewers into subscribers and buyers without paying fees or being locked into ecosystems. Coda Links’ compliance tools provide the scalability for these transactions to be safe.
Creator-Led Platforms
Independent artists and artist-led platforms, which may have issues with payments and monetization infrastructure, can benefit from Coda Links to create commerce lanes integrated with their content processes. This enables more sustainable monetization strategies.
Content Agencies
Martech Providers
Content agencies tend
Coda Links will likely be integrated in the recommended technology stack of agencies and vendors supporting publishers by agencies and vendors supporting publishers. As such, this will further spur the adoption of the entire content and commerce system in the publishing industry.
Challenges and Considerations
Complexity in Regulation: Although Coda Links is a compliant solution, it is rather complicated to deal with varying international regulations regarding payment and privacy.
Integration Costs: The deployment of high-end conversion and e-commerce functionality could be a cost-effective solution — especially in the case of smaller teams. Data Privacy
As more direct relationships between customers and publishers exist, publishers must adopt strong data governance and security procedures.
Conclusion
Coda Links represents a paradigm shift in the ongoing evolution of content monetization and content management from disparate and platform-dependent systems to compliant and seamless direct commerce on the part of media companies and publishers. With continuing developments in regulatory environments and online ecosystems, technologies that deliver frictionlessness, insights, and monetization capabilities are bound to be an integral part of every content manager’s toolkit.
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