By Angela Haggerty

If the increase in programmatic trading leads to standard ad formats becoming “too commoditised” there’s a risk publishers will ditch them in favour of more content-led advertising, according to Dennis Publishing’s head of digital sales Gary Rayneau.

Although Dennis – which owns brands such as Auto Express, The Week, Men’s Fitness and Computer Active – has been increasing its programmatic capabilities in recent years, the technique currently only represents four per cent of revenue, although direct display advertising still brings in the majority at 70 per cent. The rest comes from native advertising/branded content and partnerships.

While Rayneau said the company would Read full story ›

Source: The Drum