Niche outlets can help publishers both expand their reach and their ability to target ads based on interests — two of the main advantages tech giants have in winning ad dollars. Google, Facebook, and increasingly Amazon, dominate the digital ad market primarily because they dominate the internet: Google, Facebook, and Amazon are each many internet users' "front pages" to the internet, and they each have vast troves of user data.
By mimicking those core benefits — interest-based ad targeting at scale — publisher portfolios can become a proxy for advertising on platforms. For example, Dotdash is bundling its assets into four groups, including "Health and wellness," "Finance," and "Food, beverage, and home," to make it easier to pitch to certain brand categories by interest area.
These publishers will likely still lean on brand safety when pitching brands, but improvements to reach and ad targeting can help them sweeten the pot. Publishers' primary leverage for attracting ad dollars is brand safety relative to the duopoly, because they offer premium content spaces where all content is highly vetted.
Although subscription models are becoming increasingly in vogue for publishers — and 52% of publishers say it's their main revenue focus in 2019 — display advertising remains their most important focus, with of publishers saying it's the most important, compared with 78% who said so for subscriptions, per the Reuters Institute for the Study of Journalism.Join thousands of top companies worldwide who trust Business Insider Intelligence for their competitive research needs. >>
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