"There are a ton of companies that make shows for a lot of cable networks, but it does not have the same sort of appeal as telling someone that you have a show on Netflix." Netflix's $8 billion content budget for 2018 is enticing to publishers with the capacity to produce TV shows, like Vox Media.

Publishers like People and brands like Virgin are adding features that resemble the Snapchat Story to their apps and mobile sites, hoping to drive engagement.

"We can't promote podcasts in the same way as stories." In an era of video, podcast producers are using creative tactics to get people to notice their content on social media.

Tim Peterson, who has years of experience covering media companies, platforms and marketing, will join Digiday on Feb. 26 as senior media reporter to help make sense of the constantly changing industry.

In a Digiday survey of publishing executives, only 22 percent said they perfectly understand how first- and second-price auctions work. Subscribe to Digiday+ to learn more about publishers' understanding of header bidding auction models.