Publishers’ preferred connected TV advertising model is to split their ad inventory, not their ad revenue, with the connected TV platforms and free, ad-supported streaming TV services they rely on for distribution. However, such arrangements can feature their own complications as publishers, connected TV platforms and free ad-streaming TV services look to capture a larger share of the ad dollars shifting to streaming. Read more below.

• As more ads are being served on connected TVs, publishers, platforms and streaming services look to sell a larger share of the available impressions.
• Business Insider has created hundreds of millions of reader IDs where it maps first-party data that isn’t personally identifiable, but still provides in-depth insights into reader behaviors to create effective targeting segments for marketers.
• Like all publishers, Vox Media is looking to events as a way to diversify revenue. Its food site Eater has spent the past year bulking up its experiential offerings, ranging from evening wine and book clubs to a daylong summit that capitalized on its eight-year-old "Young Guns" franchise of up-and-coming talent in the food world.
• To figure out whether the unified company of Vice Media and Refinery29 will actually become more competitive, Digiday spoke to five media agency sources about the announcement and whether it changes they'll both stack up.