Publishing Executive: 3 Hard Truths Publishers Must Face in 2018
PostUp VP of Product & Marketing Keith Sibson covers the harsh realities of today’s digital publishing world for Publishing Executive.
With two platforms absorbing a growing majority of ad spend, publishers with an ad-driven business model must fight for a diminishing pool of dollars. At best, publishers have found short-term solutions to increase ad revenue, such as boosting yield with header bidding. At worst, chasing ad revenue has led to the much-maligned “pivot to video”.
When the ad dollar pie simply isn’t big enough for everyone to get a slice, publishers should look beyond a reliance on ads and diversify their revenue. Many publishers are doing so with ecommerce, events, and lead generation. This will continue in 2018 as the major platforms take the lion’s share of ad revenue.
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