• MarTech Today
  • Sections
    • Advertising
    • Marketing
    • Content
    • Social
    • Commerce
    • Sales
    • Analytics
    • Management
    • All
    • Home
  • Follow Us
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Social
  • Sales
  • Analytics
  • Mgmt
  • More
  • Events
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today

Customer Data Platforms

Why are they so hot now?

Podcasting's Rise

Creating new marketing opportunities

Events

Attend the MarTech conference

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • All
  • Events
  • Newsletters
  • Home
Martech: Marketing

Subscribe to MarTech Today to receive news and insights of where marketing, technology, and management converge.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.


Content monetization platform Piano launches Composer for content personalization and paywalls

New York City-based company, whose clients include major publishers, contends its new product is “simpler, faster” than other solutions.

Barry Levine on April 20, 2016 at 12:14 pm
  • More
An illustration from Piano's web site.

An illustration from Piano’s website

Marketers who want to present customized experiences to segments of their website visitors — and possibly charge for them — now have another choice.

Content monetization platform Piano has released its second product, a rules engine called Composer that allows publishers to set up conditions for paywalls and content offered to segments of visitors.

Piano, a New York City-based company founded last year, also offers VX/Value Exchange, a commerce platform for handling subscriptions with such features as variable pricing or recurrent payment. Piano was formed from the merger of two other content monetizers, Tinypass and Piano Media.

CEO Trevor Kaufman told me that Composer is intended to handle business rules, while VX takes care of the subscriptions. Using Composer, he said, a publisher might want “people to see five videos and then have to register.”

Integrations with third-party platforms are now in the works, as is support for native apps.

Composer allows audience segments to be defined by geography, device attributes, types of page views, use of ad blockers and behavior. In addition to segmentation and content choices, such conditional features as paywalls, special offers, ad blocking and free content available after watching an ad can be set up without coding.

While there are a variety of visitor engagement platforms out there, CEO Trevor Kaufman said that Composer offers a wide assortment of capabilities that are “simpler to use and faster to deploy.” He pointed to Adobe Target as being Composer’s main competitor for similar kinds of enterprise-level publishers. Piano’s current client list includes Hearst, Time Inc., NBC Universal, News Corp. and The EW Scripps Company.



About The Author

Barry Levine
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

Popular Stories

Tappx teams with Pixalate for industry-first OTT fraud solution
Exclusive: IAB Europe to release updated consent framework later this year, Google to sign on
LinkedIn adds custom list sharing, Salesforce tie-in to Sales Navigator
Brightcove to buy video ad tech platform Ooyala for $15 million

Related Topics

Channel: Martech: MarketingCMP: Content Management PlatformsMarketing Tools

Subscribe to MarTech Today to receive news and insights of where marketing, technology, and management converge.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Attend Our Conferences

Gain new strategies and insights at the intersection of marketing, technology, and management. Our next conference will be held:

April 3-5, 2019: San Jose

September 16-18, 2019: Boston



×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • The Ultimate Guide to Site Search User Experience
  • The Marketing Analytics Buyer’s Guide 2019
  • Mission Possible: Quality Content Marketing
  • 2019 Marketing Trends: Nine factors reshaping marketing and how you can stay ahead of them
  • The Dummies Guide to Enterprise Customer Data Platforms
See More Whitepapers

Webinars

  • 2019 Martech Trends You Need To Know
  • How to Prepare for a Successful Marketing Analytics Implementation
  • Get More From Your Customer Data With Open Marketing Cloud: A Demo of Mautic’s Marketing Automation Platform
See More Webinars

Research Reports

  • B2B Marketing Automation Platforms
  • Account-Based Marketing Tools
  • Enterprise SEO Platforms
  • Call Analytics Platforms
  • Paid Media Campaign Management Platforms
  • Local Marketing Automation Tools
See More Research
Master these trends of martech
Sign up for our daily newsletter
Martech Today
Download the Martech Today app on iTunes
Download the Martech Today App on Google Play

Follow Us

Facebook Twitter

© 2019 Third Door Media, Inc. All rights reserved.