When apps work, they really work. The Washington Post is building up its mobile app team to drive subscribers. Since the app is so good at converting readers into subs, it wants all of its mobile readers to migrate to its app, regardless of whether or not they have yet signed up for a subscription.

“Taking casual users and making them loyal is something that apps can do really well,” managing editor Kat Downs Mulder said. “It’s a higher barrier to go and download something, so the trick is figuring out the right moments to introduce that.”

Check out Mark Stenberg’s piece on The Post's app strategy, how it’s coaxing subscribers and readers alike along the pathway. Some juicy stats from his piece:

• 86% growth in app downloads over the past year  
• 128% more pageviews read by subscribers on the app than subscribers on the web

Over in the programmatic desk, Ronan Shields covers how AT&T’s ad unit Xandr is backing The Trade Desk's Unified ID 2.0, LiveRamp’s Authenticated Identity infrastructure and netID, an audience-targeting solution backed by leading European publishers. This is all in order to drive interoperability across the market’s targeting solutions—namely hashed email addresses—when cookies disappear. 

The industry has rallied around hashed email addresses as a way for independent ad tech to keep key functions of digital ads working. But with a way to go before Google cuts third-party cookie support in Chrome, how this will shake out is still anyone’s guess.

On that note, stay up to date and support our journalism with an Adweek+ Subscription to gain full access to all of Adweek's essential coverage and resources.

Thanks for reading and have a great week!

Lucinda

Lucinda.southern@adweek.com

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