Elevate Your Digital Presence
True Path Analytics: Transforming News Media
Unlock the potential of your news platform with cutting-edge strategies and insights tailored to your unique needs.
Our Expertise
Comprehensive Solutions for News Publishers
SEO Optimization
Boost your search rankings and increase organic traffic with our tailored SEO services.
Advanced Analytics
Utilize Google Analytics to understand your audience and refine your strategies.
Content Strategy
Develop a content plan that captivates and retains your readership.
Innovative Design
Create visually stunning and user-friendly designs that enhance user experience.
Performance Tracking
Monitor and analyze performance metrics to ensure continuous improvement.
Strategic Consulting
Receive expert guidance to navigate the digital landscape effectively.
How We Make Data Work For You
Your Problems
Difficulty in understanding audience engagement and behavior.
Audience Attrition
Treating your audience as one big undifferentiated mass, means that your stories, videos, podcasts, whatever – are unfocused. Today’s audiences are used to getting content tailored specifically to their tastes & needs.
Jakob Nielse's Law
“Your users spend 80% of their time on someone else’s site”
You know your users are also on YouTube, podcasts, sub-Reddits, TikTok, etc. Who do they follow? What content do they like there that you might be able to provide to entice them to spend time with you instead?
How Data Helps
Better Demographics
Insights into gender, age, job titles, affinities, interests, behaviors. The more you know about who your audience is, the better you will understand what it is they really want.
Competitive Analysis
Learn what keywords and phrases your audience searches for, and what social networks your users favoor. Then do a deep dive into “lookalike” audience behavior to uncover their unmet needs, and maybe even search for (and partner with) local influencers who are attracting the time and attention of your users.
How You Use It
Let the data inform – not dictate – your actions to grow audience and revenue
More Compelling Content
Use our data insights to create smarter, more accurate user personas. These personas then empower publishers to better create & deliver content that attracts and retains audiences.
Optimize Content & Social
Start producing more of what your users actually engage with, and give them incentives to share it on the social channels where their friends and colleagues hang out. Little by little, you can start to “peel off” the most-engaged users from dominant social platforms to instead engage with your content offerings.
Unlock The True Value
Of Your Audience
Apply to Join The
True Path AdTech Pilot Project
Increase CPMs
Supercharge Local Ad Sales
ID & Convert Your Best Donors
Digital advertising is now a $712 billion per year revenue stream, projected to hit $1.05 trillion by 2035. About 80% of the market has been captured by the Google/Facebook duopoly.
Of this, programmatic mobile advertising represents 70% of the total ad spend.
News publishers have been steadily losing ground, even though the content they produce is the basis for the search ads Google sells, and the memes and information shared across Facebook, TikTok, YouTube and other social platforms.
We think that this needs to change.
A fundmental reason that tech-native platforms garner so much of the global advertising pie is that they offer sophisticated targeting, by leveraging user data to offer advertisers better value for their marketing spend.
That’s where we come in.
Some Games Are Fun
For Your Audience
True Path Games Put Money In Your Pocket – How?
Increased Engagement
Customized Games Based on YOUR Content
Drives Traffic To Your Stories
Users Share On Social Platforms
Ad Solutions Mean You Get Paid
“The New York Times is a games company with a newspaper side hustle.”
Meet Our Expert Team
Our dedicated team of professionals is at the forefront of digital innovation, ready to elevate your business to new heights.
Dave LaFontaine
Co-Founder, Lead UX Designer
Jacob Fogg
Co-Founder, Chief Technology Officer
Latest Insights and Updates
True Path Ads
How To Secure Your News Content from AI Scrapers
tl;dr version: it’s tricky to protect your work from AI bots, because there are now SO MANY snarfing your creativity to add to their mind-Borg. The standard practice has been to use a robots.txt file to tell them not to scrape your content. Many AI bots do it anyway....
Trends in Publishing 2025
It's always dangerous to make predictions, not least because "the internet is forever," and we are daily finding out that we are in an unprecedented epoch of daily tumult & change. Influencers Are Now Legitimate Rivals to News Orgs In 2024, it became abundantly...
How to Rank in ChatGPT, Perplexity, Gemini, et al.
Legendary SEO expert Rand Fishkin explains how LLMs and AI actually work; how they are different from conventional SEO; and most importantly:
Why the conventional wisdom that USED to drive traffic to your site … no longer applies.
We agree with much of what Rand says (Dave interviewed him years ago, which you can find here) and his company, Spark Toro, is usually at least one step ahead of the game. But for small-to-midsize publishers, it may be too early to totally abandon all SEO activities.
Yet.
Check out our recent interview with Johnny Levy, founder of the Digital Media Collective.
We discuss the challenges facing publishers, and how desperate the need is for the kinds of data insights and expertise that we offer.