Live coverage of ad:tech San Francisco by David Shabelman.

For many content providers, a large number of people who view their content see it somewhere else from where it’s originally produced. The challenge, then becomes, how to best syndicate content and also find ways to monetize it. It turns out, there’s a whole industry that has cropped up designed to help content providers with distribution.

A number of those companies were on display at the ad:tech conference in San Francisco on Wednesday. Among them are auditude, which manages and monetizes online video; Redbricks Media, an interactive advertising agency; digg, a Web site that aggregates popular content; Associated Content, a platform that allows publishers to publish their content in any format — such as text or video –and distributes that content to users; and Digitalsmiths, a provider of video indexing and content publishing technology.

Rather than fighting where their content ends up, executives from the companies said publishers must embrace getting the content to as many people as possible, but identify and manage those areas so they can be better monetized. Publishers need to look at log data and target the areas that are generating traffic for them and work with those sites to enhance usage. By getting a better understanding of where their users are, publishers should be able to better engage them and create new revenue streams.

For more coverage ad:tech SF, visit our overview page here.

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