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This fourth quarter, a majority of media-company publishers are getting restless as the weaker economy continues to impact their direct-advertising sales revenue. Employing ad tech companies to assist in monetizing a site’s remnant inventory (the Admelds of the world) can only go so far, putting revenue stakeholders in a tight spot. Being out in the field, I see an increasing number of publishers employing indirect-revenue strategies with hopes to inch closer to their goals; often this entails partnering with external vendors that can help site monetization beyond just direct-sales revenue or subscriptions.
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