Publishers are increasingly diversifying the way they monetize their audiences, working toward building sustainable revenue and more robust engagement and results for advertisers.
While direct-sold and programmatic ads remain a priority for revenue diversification strategies, publishers are shifting their approaches when planning for 2024. As publishers hope to see an ad revenue boost in 2024, they are moving deals from the open marketplace to direct-sold.
In this new State of the Industry report, Digiday and Permutive polled more than 100 publishers to learn how the changing roles of OMP and direct-sold programmatic — as well as data and audience insights — impact publisher revenue.
Download this new report to learn more about:
- What publishers predict ad revenue will look like in 2024
- Why direct-sold is set to overtake OMP revenue
- The evolving role of RFPs and publisher success rates
- How audience roles are evolving across publisher outcomes
Sponsored by Permutive