In this episode, Tarjei Gilbrant, CEO of Kilkaya, joins us to challenge the way publishers think about analytics, engagement, and personalization. We explore why traditional KPIs like clicks and view time fall short, and how editorially guided personalization can drive loyalty and distinguish quality journalism from social media noise. From informed recommendations to homepage transformation, Tarjei shares insights on aligning analytics with publisher's core business, the risks of relying on tech giants, and the future of direct audience relationships.