Publishers are pushing for upfront payments, campaigns focused on media rather than content, and campaigns that can be executed in short order.
| As strapped for cash as some publishers may be, there are certain deals -- like big campaigns with retailers -- that many are still wary of signing. This year alone, eight different retailers have filed for bankruptcy, indicating that the retail sector is still rocky at best. Because of that, publishers are sensing that the probability is higher than average for those clients to be unable to follow through on campaigns. Read more below. Publishers have said that they are pushing for upfront payments and campaigns that can be executed in short order to protect themselves from losing out on any revenue from retail clients. For Digiday+ members, the media companies who emerge intact and well-positioned on the other side are those that focused on the business fundamentals. “We’re doubling down on what got us here," one CEO said. Google is ready to test some of its “Privacy Sandbox” proposals to see whether or not they will work in actual ad auctions. Larger advertisers fleeing from the open marketplace has cleared the way for smaller (sometimes subpar) advertisers to slip through the filters and appear on publisher sites. In the latest edition of our Confessions series, the head of display at a retail advertiser reveals how hard it is to get ad tech vendors to hand over log-level data. Other things to know about ICYMI: On last week’s The New Normal, Barstool Sports CRO Deirdre Lester talked with Digiday editor-in-chief Brian Morrissey about adapting the company’s revenue stream in the absence of in-person events. Watch the full video recording here. For publishers, self-isolating audience surges don’t have to evaporate. In a new webinar, on May 21 at 1 p.m. EDT, join experts from Spot.IM — including Ido Goldberg, svp of Product, and Enrico Tollis, general manager and svp of Partner Success — to learn how editorial tools can be used to hold onto new readership. Sponsored by Spot.IM | | |
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howdy! howdy! howdy! howdy! howdy! | | | ‘Diversify your revenue streams, period’: IAB CEO Randall Rothenberg thinks relying on solely on advertising is ‘wrong’ | | The news publishing industry may be getting squeezed by the pandemic economy, but for Interactive Advertising Bureau CEO Randall Rothenberg, it set itself up for failure long ago, by leaning too heavily on advertiser revenue. "When the United States became a national marketplace in the mid to late 19th century, that marketplace was so big, so vast and laden with opportunity that it just made much more economic sense to premise your revenues and growth as a publisher on advertising," Rothenberg said on the Digiday Podcast. |
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