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.
More in Media
Media Briefing: Publishers search for new ways to grow (and authenticate) audiences, overheard at the Digiday Publishing Summit
“[Advertisers] already pay data providers for data. So why not pay the publisher?”
Research Briefing: Publishers’ revenue sources are top of mind at Digiday Publishing Summit
In this week’s Digiday+ Research Briefing, we examine which revenue streams were top of mind for publishers at the Digiday Publishing Summit, how TikTok is getting even more marketing spend from brands and retailers despite facing a potential U.S. ban, and how Disney is rolling out DRAX Direct, a direct integration with the industry’s largest DSPs, as seen in recent data from Digiday+ Research.
How Forbes is testing its SSPs to improve programmatic ad revenue
Forbes has been running tests with its SSPs to improve the ad tech firms’ contributions to the publisher’s revenue.