Market Overview

Demolition of Wall between Commerce and Editorial Necessary for Future of Publishing Says Cemmerce


Cemmerce, a technology company that is enabling a new approach to content monetization, today published a manifesto, “Mr. Publisher, Tear Down this Wall!,” in which Dror Liwer, the company's co-founder, states publishers must learn from online retailers about how to regain control of their destiny. In the manifesto, he also states that the traditional ad model has failed and publishers in today's market are squeezed from every angle, leading to casualties at every level from niche bloggers to Newsweek.

In the manifesto Liwer writes:

“The wall between online editorial content and commerce has to go, but its removal should be approached in very respectful, deliberate and integrity-driven way. Writing objective content and capitalizing on the perceived community value of that content is critical in maintaining an ongoing partnership between content and commerce.”

The manifesto continues:

“Selling products directly related to the content, from within the content itself, may seem like blasphemy to those of us who were raised on the artificial separation of church and state between editorial and advertising. But I would argue that content linking technology actually reinforces that separation. Algorithms don't have agendas and commerce links don't worry about placement. What's more damaging to editorial integrity – the clearly artificial nature of product placement or an automatically generated connection between content and a commerce opportunity? I would argue the former.”

Co-founder Dror Liwer is an expert in the digital marketplace with more than two decades of background building companies that understand the unique retail and branding challenges in today's marketplace. Prior to founding Cemmerce, Liwer held several key management roles at a variety of innovative companies, including Digitas and Blast Radius. Among the brands he has worked with are Morgan Stanley, American Express, Dun & Bradstreet, Proctor & Gamble, AOL, Liz Claiborne and Goldman Sachs.

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About Cemmerce

Cemmerce enables a new approach to in-text content monetization, with the highest accuracy and relevant sales information available to content creators today. The free solution monetizes past, current and future content with no more than a few lines of added code and readers are able to easily purchase the products as they are reading about them. Cemmerce executive management brings a wealth of retail knowledge that speaks directly to the online sales process and consumer buying patterns, working with some of the world's largest brands and retailers in customer engagement. Founded in 2012 and venture backed by Navitrio, an Elron Company, Cemmerce is headquartered in Tel Aviv, Israel, with U.S. headquarters in New York City. For more information about the company visit:

Rainier Communications
Laura Ackerman, 508-475-0025x115

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