David Rodnitzky says, “Traditional media-buying negotiations are pretty straightforward: The publisher has some inventory it wants to sell, and the advertiser that is willing to pay the most for that inventory wins! It’s that “supply and demand” concept that you learn in Econ 101.

That model, however, is under threat, and it’s being challenged by internet marketing behemoths like Google and Facebook. The future of media buying — if these companies get to decide — will be driven by a combination of price and engagement.

In other words, advertisers will be awarded inventory based on their ability to come up with content that consumers actually like“.

Why And How Publishers Will Force Advertisers To Engage Consumers

Marketing Land

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