Digiday+ Member Article

In this week’s Rundown: A challenging year lies ahead for online publishers, and just how big can Amazon’s ad business really get?

Tough times for publishers
Along with Facebook referral traffic, it turns out that some publishers now can no longer rely on the fat guarantee checks many of them used to get from the leading content recommendation companies, Outbrain and Taboola. The guarantee agreements were a pain — publishers often had to run the “around the web” content recommendation widgets on every page — but they provided predictable money at a time when digital advertising and platform behavior were so reliably unreliable. The good news is, these changes will push publishers to take more control over their own sites from a user experience and revenue perspective. To do that, publishers will need skills they might not have, such as the ability to know what elements to promote at what time and in front of which users to maximize revenue. Some publishers might finally learn what their ad ops people do. — Lucia Moses

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