Keith Fagan says, “As the online advertising landscape continues to evolve, more traditional ad-buying metrics, such as impressions or clicks, are being blended with other measurements to address newer advertiser concerns. The most visible of these are engagement and its cousin, viewability, and publishers are starting to adapt their businesses to accommodate this trend.

Some high-profile media companies have already taken actions to take advantage of this new reality: The Financial Times’ use of time-on-page as an ad-buying metric and Twitter’s release of objective-based metrics are just two examples of this trend. These tactics have met with some early success, but they require some upfront work and investment by the media company.

There seems to be little written about what smaller companies can do to level the playing field, and I want to tackle this here”.

Engagement Vs. Monetization: How Small Media Companies Can Walk The Fine Line

Marketing Land

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