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Tackle revenue streams that have remained out of reach

What's New in Publishing 13 Aug 2020 06:45

OPINION

The idea that publishers should be monetizing their ad inventory via programmatic advertising has been covered for many years. The earliest promises for it included lower latency, more transparency and better fill rates than running a waterfall via admanager (then DFP) – but now in 2020, those same issues still haunt many publishers.

As Chief Revenue Officer at Salon.com, I receive the same barrage of email solicitation that my peers and colleagues in revenue, adops and product are likely all too familiar with; they come between 4:00am and 9:19am ET every morning, when the default settings on the drip campaign software suggests there will be the least amount of competition in an inbox. (“100% fill buys” ☠️and “can we publish content on your site at a very good rate” 🙅)

For Salon, the maintenance of our own programmatic ad stack was a multi-faceted issue. Assigning developers to adtech tasks meant taking their eyes off of our core publishing products – the front end for our readers, the CMS for our staff. The COVID-19 pandemic has brought about great change for many publishers. Audiences may be growing or contracting – either way, from desperation or opportunity, focusing on your readers and improving retention and recirculation has newfound meaning for all publishers. There has been growth in subscription revenues for publishers around the world as more readers are simultaneously being asked to open their wallets and are agreeing to do so. Newsletters are more customizable and engaging than ever before, and are driving new opportunities in the industry.

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Damian RadcliffeGoogle
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