Gavin Dunaway, marketing director, The Media Trust
Good news for local media, particularly news sites, has been in short supply for the last several years. However, the estimated $16 billion in U.S. political advertising spend expected in 2024 may be a lifeline for digital publications dealing with advertisers’ economic anxiety and overzealous brand safety blocking.
Still, publishers need to make sure there are no offensive political ads or disinformation being spread throughout their sites. With the American political environment more contentious than ever, an inability to manage inflammatory or misleading ads is why many publishers and ad tech platforms are hesitant with the vertical — despite the revenue potential.
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