Category: In the News

This week’s Media Briefing recaps what publishers had to say behind closed doors during last week’s Digiday Publishing Summit Europe about the brand safety/suitability practices that are penalizing their ad businesses.

‘The irony of the situation’

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‘The irony of the situation’

In light of this week’s U.S. presidential election, publishers are looking at the likely scenario of advertisers upping their brand safety blockades. Although that’s not to say that the present brand-safety situation facing publishers isn’t already challenging.

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The frantic era of publishers jumping on every trend — subscriptions, newsletters, paywalls — is fading. Now, they’re honing in on more thoughtful strategies, aiming to align their content with the smartest way to cash in.

How quickly this transition will happen is anyone’s guess. After all, breaking lifelong habits is no easy feat, especially in the dire straits publishers currently find themselves in. Yet, if the insights from the Digiday Publishing Summit in Barcelona are any indication, change is on the horizon. 

“We don’t sell ad space anymore in so much as it’s not about those buttons and MPUs anymore —  that’s boring,” said Mail Metro Media’s managing director of digital, Hannah Buitekant. “It’s about deep, immersive relationships with our audiences across all of the channels.”

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