Be it paywalls, native advertising or every trick in between, publishers are still stuck in trial and error mode. And the industry’s relationship with programmatic trading is no different, with publishers jostling to find the right strategy and squeeze the biggest benefits, and in turn looking inwards to establish exactly what they can offer advertisers that bigger sites, such as Facebook with its envious number of page impressions, can’t.
Take the Financial Times, for example, which is on a more solid ground with its programmatic strategy than some publishers have managed so far. The FT sits confidently behind its paywall, and Read full story ›
Source: The Drum
Industry News