The publishing world is beset with an avalanche of data and an ever-widening array of so-called ad tech solutions. Swimming through that murky sea of options is made even more difficult as the rise of RTB and private exchanges makes it difficult for publishers to objectively analyze, price and predict inventory value. There’s downward pressure from the market, there’s intra-industry pressure to maintain a reasonable floor price, and then there’s all of the consumer data from social, e-commerce and offline that can make the valuation of a publisher’s audience fluctuate wildly.
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