‘Is there a future for publishers and display ads?’ – ‘Econsultancy’ Blog
Ben Davis says, “The debate around display advertising is currently rather polarised.
As some eschew standard display and forge ahead selling super-expensive native advertising, others continue at scale through programmatic, hoping the slide in CPM will cease.
But can publishers realistically make it to a middle ground, one of powerful display advertising based on greater relevance and intent?
Econsultancy’s new report, Digital Publishing: Increasing Advertiser Value Through Data and Identity, in association with Signal, looks at this challenge (free download available here).
40% see no revenue growth, with low CPM a function of volume
The new report includes data from a survey of 127 senior marketers with direct knowledge of ad ops at US companies with at least $50m revenue“.
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