Only about 5% of consumers are willing to shell out for paywall-ed content, says Matt Minoff, President & CEO of  Manhattan-based Selectable Media, a digital platform that unlocks premium content via advertising. He’s betting that tools like those Selectable offers can help publishers tap into the other 95%, he tells Beet.TV in a video interview. Microsoft likes Selectable Media’s prospects — the tech giant added the startup to its Bing Fund late last year.

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