In this 10-minute Q&A session, we speak to Linda Chen, Director of Ad Strategy & Ops, Chegg, Inc., about how the publisher has approached growing non-endemic revenue. Watch on-demand to gain practical, actionable insights into how Chegg successfully expanded its revenue streams in this space.

The Q&A touches on:

• Leveraging Proprietary Signals: Chegg uses its extensive network of educational websites to collect unique first-party data on student behaviour.

• Data Integration & GenAI Optimisation: Using Permutive’s tools, Chegg layers behavioural signals with proprietary data, optimises audience subsets, and builds high-performing lookalike audiences.

• Proving Value Over Walled Gardens: Chegg demonstrates to advertisers how these highly targeted audiences can deliver measurable performance, encouraging ad spending with publishers instead of the walled gardens.

Chen highlights that first-party data strategies are key to proving value and driving results for independent publishers. However, she emphasises the importance of educating internal teams on selling these data-driven solutions and making the most of planning and optimisation tools, especially for small teams.