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Advertising | Revenue | Supporter Spotlight

4 Improved monetization paths for publishers in 2025

In 2024, the publishing and broader digital landscapes faced seismic shifts, many of which were beyond publishers’ control. New privacy regulations, continued identifier loss, and Google’s indecision on third-party cookies have left publishers grappling with uncertainty when it comes to how they translate their audience relationships into meaningful, monetizable ad experiences. That uncertainty will follow the industry into the new year and beyond. 

Yet, amid this turbulence, publishers can still chart their own course toward sustainable revenue growth. The key lies in leveraging new tools and strategies to improve monetization while still staying true to editorial missions. Let’s explore four promising opportunities for publishers in 2025.

Tapping into AI for better ad experiences

The implications of generative AI extend well beyond content. New capabilities are also changing the way publishers approach ad experiences. With AI-driven tools, publishers can enable their advertisers to create tailored creative that aligns with individual audience preferences, increasing engagement and commanding higher premiums.

Dynamic ad creative has long been an underused tool. Now, with advancements in AI, publishers have a growing array of options for implementing real-time adjustments to ad content. With OpenAI revamping Sora and other text-to-video AI tools hitting the market, generative AI will increasingly extend into the realm of video ad customization based on the surrounding content or the visitor’s interests.

Native advertising is also poised to benefit significantly from AI. By generating and testing multiple headline variations, optimizing ad copy, and ensuring contextual relevance, AI empowers publishers to elevate native ad performance. These tools not only boost returns for advertisers but also streamline content creation processes, making premium advertising formats more accessible for advertisers and lucrative for publishers.

Using predictive modeling to unlock new revenue

For publishers, any unique signals they are able to draw from their first-party data and pass along to buyers are key to growing revenue. The importance of being able to package this first-party data and pass it into the bidstream to DSPs cannot be overstated. 

When it comes to deriving value from first-party data, the increased sophistication of predictive modeling represents a game-changer for publishers seeking more-sustainable revenue growth. Using their valuable first-party data, publishers can create sophisticated models that anticipate user behavior and use the insights from those models to improve both content and ad delivery. 

One of predictive modeling’s most compelling applications lies in audience extension. By analyzing their existing audience’s attributes and behaviors, publishers can identify similar audiences beyond their platforms. These audiences can be targeted off-site, with a portion of the resulting ad revenue feeding back to publishers. 

Additionally, combining first-party data with contextual and engagement signals allows publishers to predict ad performance with greater precision. This approach enhances the value of inventory by ensuring ads resonate with the intended audience, thereby driving higher yields.

Finally, beyond immediate monetization, predictive modeling helps publishers expand their audience base. By leveraging data to attract and retain new users, publishers not only grow their first-party data assets but also position themselves for longer-term revenue gains.

Building profitable commerce media partnerships

The paths of digital publishing and commerce media are becoming more deeply intertwined as we move into 2025—and that’s a good thing for both sides. Strategic partnerships between publishers and commerce platforms can unlock new revenue streams across the board while enhancing the consumer experience. It’s one of those notorious but rare win-win-win scenarios. 

Consider the partnership between Best Buy and CNET, through which curated CNET editorial content complements the Best Buy shopper journey. By integrating expert reviews and recommendations into its platform, Best Buy offers a richer user experience without having to develop content capabilities internally. Meanwhile, advertisers can share ad spaces across Best Buy and CNET, “allowing them to see the impact of their advertising campaigns through a full-funnel, closed-loop media solution.” For CNET, this means new valuable audience insights and ad revenue are being unlocked simultaneously. This isn’t terribly dissimilar from the benefits Yahoo sought to unlock with its partnership with Lowe’s back in 2022. 

Publishers are uniquely positioned to provide the educational and inspirational content commerce platforms need to engage customers at the top and mid-funnel stages of their journeys. By joining forces, publishers and commerce platforms can deliver cohesive advertising solutions that cater to performance-driven and branding objectives alike, while also aligning with the needs of their respective audiences.

Unlocking the underleveraged mid-funnel

All three of the previously mentioned opportunities point toward a broader pivot that publishers should be making in 2025: deepening their focus on monetizing the mid-funnel, where consideration is born. The mid-funnel represents a crucial, often-overlooked stage of the customer journey that is a natural fit for publishers looking to derive the greatest possible value from their audiences and content. 

By analyzing behavioral patterns and preferences, AI and predictive modeling can empower publishers to target audiences in the mid-funnel—those who are aware of brands but have yet to establish their consideration set—with greater precision. Likewise, commerce media partnerships further enhance mid-funnel monetization opportunities by spotlighting and placing value on publishers’ ability to create engaging, informative content that complements commerce platforms’ transactional focus.

Finally, as an important new piece of the puzzle, emerging mid-funnel measurement tools are not providing unprecedented visibility into mid-funnel performance. These solutions allow publishers to easily quantify the impact of content-driven campaigns on brand consideration, pre- and post-campaign, offering insights that can inform campaign enhancements around this important metric of success. 

As publishers navigate the evolving digital landscape in 2025, they’re more in control of their own destinies than it might sometimes seem. By embracing generative AI, predictive modeling, commerce media partnerships, and a deepened focus on the mid-funnel, publishers can unlock sustainable new or improved revenue streams. These strategies not only enhance monetization but also preserve publishers’ ability to produce the vital content that informs and enriches society. In this regard, the above strategies aren’t just opportunities—they’re responsibilities. 

Advertising | Revenue | Supporter Spotlight

2024 in review: Trends in digital media monetization

As 2024 comes to a close, it’s clear that this year has been defined by transformative shifts in how publishers and broadcasters approach digital media monetization. From advancing privacy-first strategies to adapting to the dominance of Connected TV (CTV), the industry has shown resilience and innovation.

Looking back, these pivotal moments offer valuable lessons, while also pointing toward the priorities for 2025:

1. Brand safety took center stage

In 2024, publishers prioritized brand safety, recognizing its essential role in maintaining trust with advertisers and audiences. Advanced contextual targeting tools, coupled with stringent editorial standards, helped build confidence in ad placements. As content environments become more complex, this focus on safety and transparency will deepen in 2025, with publishers investing in more precise, AI-powered brand safety solutions to enhance advertiser confidence.

2. Sustainability became non-negotiable

This year saw sustainability move from a “nice-to-have” to a “must-have.” Publishers adopted greener technologies and committed to measurable ESG (Environmental, Social, and Governance) goals. Advertisers partnered with eco-conscious media outlets, aligning campaigns with consumer demand for responsible practices. In 2025, sustainability metrics like carbon impact will become more sophisticated, and partnerships around ethical advertising will deepen.

3. Subscription models found their groove

2024 solidified the role of subscription models as a key revenue driver. Publishers balanced subscription growth with ad-supported strategies, creating hybrid models that appealed to a broader audience base. Enhanced user experiences, including personalized content and seamless interfaces, became the standard. Heading into 2025, these strategies will be refined to further integrate advertising and subscription revenue streams without sacrificing user satisfaction.

4. The Cookieless landscape remained in transition

Despite Google cancelling the phaseout of third-party cookies, publishers prepared diligently for a cookieless future, which–regardless of the future of cookies–was not a bad thing. First-party data ecosystems matured in 2024, with publishers focusing on fostering direct relationships with audiences to enhance consented data collection. Contextual targeting gained momentum as a privacy-compliant alternative to behavioral targeting. In 2025, publishers will double down on these efforts, enhancing collaboration within industry consortiums to scale identity solutions and ensure consistent audience addressability.

5. Algorithms challenged publishers yet again

Platform algorithm changes disrupted referral traffic and revenue streams throughout 2024, prompting publishers to seek greater independence from big tech. Many pivoted to direct traffic strategies, premium content offerings, and diversified revenue streams. Looking ahead, 2025 will likely see media companies make an increased push toward leveraging first-party data for direct monetization and strengthening collaborations with advertisers on transparent revenue-sharing models.

6. CTV dominated the monetization landscape

Connected TV (CTV) solidified its role as a top revenue driver for broadcasters and publishers in 2024. With programmatic capabilities maturing and advertisers shifting budgets to CTV, the sell side capitalized on high-impact formats and premium inventory. Heading into 2025, cross-platform measurement tools will gain prominence, addressing fragmentation and unifying reporting across linear, CTV, and digital platforms to maximize revenue opportunities.

7. Interactive and video content drove engagement

Interactive and video content stood out as key formats in 2024, delivering higher engagement and monetization opportunities for publishers. Shoppable video, gamified experiences, and dynamic storytelling resonated strongly with audiences and aligned with advertisers’ goals. In 2025, publishers will explore more immersive formats like augmented reality (AR) and metaverse integrations to maintain their competitive edge and deliver differentiated ad experiences.

8. Privacy-first innovations gained momentum

Stricter global privacy regulations spurred publishers to adopt privacy-by-design strategies in 2024. Building robust consent management frameworks and exploring privacy-preserving technologies, such as federated learning and differential privacy, allowed publishers to continue providing actionable insights while protecting user data. In 2025, these innovations will become integral to the sell-side toolkit, as publishers work to balance data privacy with advertiser demands for precision targeting and measurement.

9. Commitment to supply path optimization (SPO) grew

Publishers focused on providing greater transparency into their inventory through tools like ads.txt and sellers.json, bolstering trust with advertisers. Supply path optimization (SPO) became a cornerstone strategy for reducing inefficiencies and maximizing revenue. In 2025, publishers will continue to refine their SPO strategies, emphasizing collaboration with trusted partners and leveraging advanced fraud detection tools to ensure quality ad experiences.

10. Enlisting support for quality journalism became critical

In 2024, publishers emphasized the critical value of quality journalism, recognizing its role in fostering trust, user loyalty, and timely access to reliable news. With global elections drawing attention, traditional news sites stood out for delivering brand-safe environments, engaged audiences, and measurable performance. 

Teads’ “Value of Traditional News” study highlighted a strong correlation between ad attention and upper-funnel brand outcomes, revealing a 77% lift in brand outcomes when ads appeared alongside trusted news content. As we move into 2025, supporting journalism must remain a cornerstone for advertisers and publishers, driving long-term value and reinforcing the vital role of trusted information in democracies worldwide.

Looking forward to 2025

As we turn toward 2025, the themes of trust, sustainability, and innovation will remain paramount. Publishers and advertisers who focus on privacy-first strategies, advanced contextual advertising, and cross-platform collaboration will be well-positioned to navigate the challenges and opportunities ahead.

Expect to see further advancements in AI-driven creative optimization, more sophisticated approaches to audience addressability, and a continued push for transparency across the entire digital advertising ecosystem. By building on the lessons of 2024, industry leaders can drive meaningful connections with audiences while maximizing monetization opportunities.

Advertising | Supporter Spotlight

How Data Collaboration Platforms are transforming publishing

As digital publishers seek to expand their revenue streams, strengthen their data capabilities, and keep pace with evolving adtech, data collaboration platforms (DCPs) have emerged as powerful allies. According to recent market research, DCPs benefit not only marketers and agencies but also publishers. They equip publishers to enhance their first-party data, gain valuable audience insights, and offer advertisers high-quality data—all while maintaining a competitive edge in the open web vs. walled-garden debate. Here, we explore how DCPs can transform digital publishing in an increasingly data-driven world.

Data Collaboration Platforms as a key solution for publishers

For publishers, data collaboration platforms are becoming invaluable. DCPs unify data silos, expand reach, and provide deeper consumer insights, making them essential tools in today’s data landscape. Publishers with strong first-party data can offer advertisers unique, high-value data and insights through collaboration, further enhancing the advertiser’s ability to reach relevant audiences.

Recent research Lotame conducted, fielded by Cint, shows that 44% of marketers and 40% of agencies currently use collaboration technology, not including clean rooms. Publishers have an opportunity here to build strategic partnerships with advertisers because then can help them fill in gaps in audience data, improve targeting precision, and create unique insights unavailable elsewhere. By leveraging DCPs, publishers can maximize the potential of their data assets. They have the ability to facilitate more accurate cross-screen measurement, bolster audience targeting, and deepen advertiser understanding of reader interests.

Shift in programmatic spending between open web and walled gardens

One of the report’s most surprising findings is the near-equal division of ad spend between walled gardens and the open web. While it may seem that walled gardens dominate the advertising market, 50% of marketers plan to spend equal amounts on open web and walled gardens, which amounts to 25-49% of their budgets. This balanced spend is promising for independent publishers, as it reflects a renewed interest in high-quality inventory and a move away from a reliance on walled-garden platforms.

As advertisers diversify their spending, publishers on the open web have a chance to attract higher ad spend by offering valuable, targeted inventory that rivals walled gardens. DCPs play a critical role here, allowing publishers to better target and measure their audiences, making the open web a more viable option for advertisers looking to connect with audiences outside of walled gardens.

Adoption of new technologies among publishers

Investment in data technology is at an all-time high, with data collaboration platforms leading as a priority. While traditional query clean rooms are being phased out by some—25% of marketers and agencies plan to retire these due to high costs and limited scale—data collaboration platforms are gaining popularity. They offer a flexible, scalable approach to data integration and collaboration, without the technical challenges or expenses associated with clean rooms.

For publishers, this shift toward DCPs offers a streamlined and cost-effective way to handle collaboration. With DCPs, publishers can more easily collaborate with brands and other entities without the high barriers or technical limitations of clean rooms, enhancing data fluidity and maximizing revenue potential. By adopting DCPs, publishers can stay technologically agile, ready to meet evolving advertiser needs without compromising on data quality or scalability.

Budget priorities and transparency needs in Real-Time Bidding (RTB)

Transparency and ease of doing business are critical to open web spending. According to the research, the top priority for marketers when considering increased spend on the open web is the ease of curating deals with publishers on high-quality inventory matched with data—a priority shared by agencies. Publishers can capitalize on this need by simplifying deal structures and ensuring transparent, high-quality inventory offerings.

By addressing these transparency needs, publishers can make it easier for advertisers to allocate budgets to the open web. DCPs help publishers align their inventory with advertiser data needs in real-time, facilitating seamless, data-driven deals. This transparency can enhance trust between publishers and advertisers, making the open web a more attractive alternative to walled gardens for RTB ad dollars.

Benefits of DCPs beyond targeting: attribution and personalization

Beyond improved targeting, DCPs offer benefits in personalization and attribution. This aligns well with publishers’ goals to provide a valuable user experience.

For publishers, these capabilities translate into higher engagement and monetization potential. By tapping into the personalization and audience segmentation features of DCPs, publishers can not only serve relevant content but also ensure that their audience experience is enhanced, leading to longer engagement times and better monetization. These capabilities resonate with the needs of modern advertisers, allowing publishers to meet demands for high-quality advertising in a competitive digital ecosystem.

There is a promising landscape for publishers seeking to stay competitive and capitalize on new data technologies. By investing in DCPs, publishers can address limitations in first-party data, build stronger relationships with advertisers, and offer transparent, high-quality inventory on the open web. As the balance of ad spend shifts toward a more open ecosystem, DCPs offer publishers a path to optimizing programmatic revenue and delivering a personalized, high-performing audience experience. With these tools, publishers can thrive as critical players in the evolving ad landscape.

Innovation | Supporter Spotlight

How publishers are balancing AI innovation and accountability

As the media’s use of artificial intelligence grows, so do questions from audiences and advertisers about how they’re using it. While media companies experiment and find ways to integrate AI tools into their businesses, there’s also a need for increased transparency and disclosure around their use of AI.

Here are several ways media companies are leveraging AI in their operations and practical tips for enhancing transparency and fostering open communication with audiences.

How media companies are implementing AI

If AI could be summed up in one word in the past year, it would be experimentation. Many media companies have begun to add AI tools to their workflows to accomplish tasks such as brainstorming headlines, transcribing interviews, summarizing research or analyzing data. These use-cases help media companies improve workflows and increase efficiency.

Jennifer Bertetto, president and CEO of Trib Total Media and 535media, said her company employs AI-driven solutions to streamline reporting processes and surface content for its audience.

“AI is instrumental in personalizing content recommendations, refining advertising strategies and driving overall business efficiency,” Bertetto said. “By harnessing AI’s capabilities, we are committed to delivering superior content, fostering deeper audience engagement and ensuring sustainable growth.”

Best practices for disclosing AI use

A recent survey by Trusting News and Online News Association (ONA) revealed that nearly 94% of news consumers want newsrooms to disclose how they use AI. And more than half seek to understand what tools were implemented and how they were used during the reporting process.

To help media companies determine how to communicate this to their audiences, Poynter developed a guide to creating an AI ethics policy, which includes recommendations such as forming an AI committee and including representatives from all departments to weigh in on issues and set policies.

Aaron Kotarek, who was recently senior vice president of audience and operations for the Honolulu Star-Advertiser/Oahu Publications, Inc., and is now general manager and chief operating officer at The Spokesman-Review, led the Star-Advertiser’s AI task force. “We took great pride at OPI as it pertained to accuracy and credibility. We did not want to risk our reputation in the communities we serve by executing something rash,” Kotarek said.

Poynter also recommends dividing AI decision-making into three categories — audience-facing, business uses and back-end reporting. They also suggest that media organizations develop standards around each of these areas.

Industry resources for media companies

In addition to Poynter’s starter kit for newsrooms, there are additional resources media companies can turn to for guidance.

Trusting News, an organization to help journalists earn audience trust, created an AI Trust Kit for newsrooms to help media companies establish internal guidelines and public-facing policies for governing AI practices. The kit also offers tips on what to disclose including why journalists use AI, how they use it and how human oversight has been integrated into the editorial process.

The National Institute of Standards and Technology (NIST) created an AI Risk Management Framework to improve the trustworthiness of AI. The U.S. Department of Commerce developed this document to help companies think about, communicate, measure and monitor AI’s potential risks and positive impacts.

The Alliance for Audited Media is also working with publisher clients to help them navigate AI concerns and understand and implement industry best practices, drawing on experience certifying media companies in privacy and data protection programs and journalism ethics.

As AI continues to shape the media landscape, its responsible implementation and transparent disclosure is key to maintaining audience trust. By embracing best practices and leveraging industry resources, media companies can continue to innovate while upholding their commitment to quality and accountability.

Advertising | Marketing | Supporter Spotlight

How publishers can use performance marketing to boost growth

The digital publishing industry is navigating a complex transformation. Organic traffic, once a cornerstone of success, is steadily declining due to changes in search engine algorithms, the rise of AI-driven content, and shifts in consumer behavior. To address this challenge, a growing trend we’ve seen among publishers, especially those with premium content and audiences, is to adopt performance marketing—a highly data-driven approach—as a means to both acquire new readers as well as enhance the performance of sponsored content.

This shift represents a departure from the traditional reliance on organic reach. Performance marketing requires a results-oriented strategy, leveraging insights and analytics to optimize campaigns and allocate budgets effectively. Its rise signifies an evolution in how publisher leaders may want to think about growth and monetization in today’s competitive landscape.

Reasons to consider embracing performance marketing

  1. Addressing declines in organic traffic: Search engine algorithm updates and the growing dominance of AI-generated content are reducing the visibility of publishers’ articles. Performance marketing allows publishers to regain control over how their content reaches audiences by targeting specific demographics and optimizing spend for measurable results.
  2. Effectively promoting sponsored content: Brands now expect measurable outcomes from their partnerships with publishers. Performance marketing enables publishers to deliver targeted sponsored content to the right audiences, increasing engagement and ROI for brand partners.
  3. Enhancing reader acquisition strategies: Through precise targeting and retargeting, performance marketing helps publishers attract subscribers who are more likely to engage deeply with their content, driving sustained revenue growth.

Key data-driven methods to adopt

Adopting performance marketing requires publishers to implement robust, data-driven techniques to maximize results. Some key methods include:

  1. Incrementality testing: Using incrementality testing to measure the actual impact of campaigns. By turning campaigns on and off strategically, they can observe the effect on conversions, providing a clearer picture of whether advertising efforts are driving measurable outcomes.
  2. Advanced attribution models: Traditional attribution models, such as last-click or platform-based metrics, often overestimate the contribution of specific channels. Exploring alternative methods like multi-touch attribution or data-driven attribution to capture the full customer journey can help ensure a more accurate representation of campaign performance.
  3. Leveraging first-party data: First-party data has become a critical asset for publishers. By encouraging readers to share their email addresses or engage with content through subscriptions, publishers build a more direct relationship with their audience. This data is instrumental to creating more personalized marketing campaigns and refining targeting strategies.

Adopting strategies for success

For publishers looking to integrate performance marketing into their strategies, the following steps can serve as a roadmap:

  1. Build a data infrastructure: Invest in tools and platforms that enable robust data collection and analytics. These may include customer data platforms (CDPs) and marketing automation systems to streamline targeting and reporting. Breaking down data silos and creating a unified, single source of truth shared across teams is essential for effective collaboration and visibility.
  2. Experiment and optimize: Start with small-scale campaigns and use insights from incrementality testing and attribution analysis to optimize future efforts. Treat campaigns as iterative processes, constantly refining strategies based on performance metrics.
  3. Focus on first-party data: Launch initiatives to collect first-party data, such as newsletters, exclusive content offerings, or gated access. Use this data to segment audiences and deliver highly targeted campaigns.
  4. Balance acquisition and retention: As subscription bases grow, retention strategies become as important as acquisition efforts. Provide an exceptional user experience and foster ongoing engagement through personalized content recommendations and value-driven communication.

Looking ahead: building sustainable digital businesses

While there are no silver bullets, digital publishers that embrace performance marketing and data-driven methodologies can position themselves for long-term success. By breaking down data siloes, diversifying marketing channels, focusing on first-party data strategies, and continually refining user experiences, publishers can create sustainable business models while meeting the evolving needs of their audiences.

In an industry that demands constant adaptation, performance marketing offers actionable steps forward—one rooted in measurable impact, audience insights, and a deeper connection with readers.

About the Author

Ju-kay Kwek is a leader in creating enterprise-scale data analytics products. Before co-founding Switchboard Software, Ju-kay launched Google BigQuery and was a founding product executive for Google Cloud Platform. Ju-kay uses his expertise in media and audience data to help companies like Spotify, Target, DISH, and Dotdash Meredith to accelerate their revenue.  

Advertising | Supporter Spotlight

Ad ops is too complex for generic AI—here’s what works

Digital publishers are under the gun to scale faster, monetize smarter, and do it all with fewer resources. The knee-jerk reaction? Automate everything. But here’s the kicker: not all automation is created equal. Off-the-shelf AI tools promise quick fixes. However, they often fall short when it comes to optimizing the complex Order-to-Cash (OTC) process in ad operations.

Despite widespread investments in AI, our research has found that 69% of ad operations professionals still struggle with ineffective or outdated tools​. The fact is that simply automating isolated tasks doesn’t solve the whole problem. In an increasingly competitive landscape, relying on generic solutions is no longer enough. Digital media companies must rethink how to strategically align automation with ad operations to drive real growth.

It’s time for the media industry to embrace a purpose-built, integrated approach that transforms ad operations from a cost center into a dynamic growth engine. It starts with a focus on refining the OTC process in ad operations. This way, you can identify—and rectify—inefficiencies that can lead to lost revenue and missed opportunities.

The OTC process: breaking down complexity

The OTC process—which spans pre-sales, pre-launch, post-launch, and post-campaign—often suffers from a variety of inefficiencies. Fragmented data, multiple platforms, and siloed teams lead to misalignment and delays, which can impact both client satisfaction and revenue. Our research revealed that 55% of ad operations professionals cite inefficient workflows as a major barrier to scaling operations. The need for a sophisticated approach to ad operations automation is clear. It must addresses the intricacies of each stage of the OTC process to drive efficiency, scalability and growth.

The automation gap: why generic solutions miss the mark

The buzz around AI is hard to ignore. Therefore, many publishers start their automation journey with basic AI tools. These tools can deliver quick wins, but often fall short when it comes to optimizing the entire OTC process. Our research found that 79% of ad operations teams say that their current tools don’t scale to meet today’s fast-paced demands.

This challenge is compounded when companies rely solely on internal RPA teams to handle everything. They may automate isolated ad operations tasks, but they’re not equipped to align automation across all stages of the OTC. To do that effectively and maximize ROI, publishers need to embrace a strategic, integrated approach.

Beyond AI hype: leveraging an integrated technology framework for real impact

A truly effective strategy requires an integrated technology framework that brings together multiple capabilities to optimize the entire OTC process.

  1. RPA handles repetitive, rule-based tasks freeing up valuable time for more strategic tasks.
  2. Machine Learning analyzes data patterns to optimize campaigns on the fly.
  3. Large Language Models (LLMs) extract insights and streamline content moderation.
  4. Generative AI drives hyper-personalization and predictive analytics for better targeting.

Each of these technologies play a specific role in optimizing a specific part of the OTC process. This transforms ad operations into a more efficient, scalable system. By using an integrated toolkit that is purpose-built for the OTC process, publishers can streamline workflows, reduce errors, and improve overall campaign performance.

It doesn’t stop there though. The real power of purpose-built automation lies in its ability to shift ad operations from being reactive and cost-driven to proactive and growth-focused.

From cost center to revenue driver: the impact of purpose-built automation

By integrating these technologies into a cohesive framework, companies can turn the OTC process into a data-driven system that not only reduces operational costs but also unlocks new revenue streams.

For example, companies that have adopted advanced RPA for trafficking have cut manual workloads by 30-50%, depending on the complexity of trafficking instructions. This shift not only speeds up processes but also frees up teams to focus on higher-value strategic work that drives revenue. The result is faster campaign execution, fewer errors, and a significant boost in revenue recognition.

This kind of tailored automation strategy enables digital publishers to optimize their existing resources, turning ad ops from a cost-heavy department into a powerful growth engine. But this transformation doesn’t happen overnight. It requires a thoughtful and strategic approach.

Scaling smart: a practical blueprint for automation success

The benefits of automation are clear, but successful implementation demands more than just adopting new technology. For digital media executives, it’s about aligning automation with long-term business objectives to achieve sustainable growth. Here’s how to do it effectively:

  • Audit your existing OTC process: Review your workflows to find bottlenecks and inefficiencies, especially where manual processes slow down pre-sales or post-campaign tasks. Focus on areas where automation can have the most impact.
  • Prioritize a unified automation strategy: Focus on creating a cohesive strategy that integrates automation seamlessly into your existing processes. Instead of layering on disparate tools, look for solutions designed to address the unique challenges within your ad operations. The goal is to streamline workflows, reduce manual tasks, and optimize performance holistically, rather than piecemeal.
  • Start with targeted pilot projects: Start small by automating high-impact tasks like reporting or trafficking. Test the results, refine based on feedback, and scale up gradually to ensure smooth adoption and visible ROI.
  • Align automation with long-term goals: Focus on sustainable growth, not just short-term fixes. Ensure automation aligns with your strategic objectives to enhance scalability and unlock new revenue streams.

The future of ad ops is purpose-built, strategic, and scalable. By embracing a holistic automation approach, publishers can transform their ad operations into a true growth engine. The message is clear: scale smart, automate strategically, and turn your ad operations into a competitive advantage.

Advertising | Supporter Spotlight

The rise of Attention Metrics brings new opportunities for publishers

Capturing consumer attention has always been fundamental to effective advertising. In its 2003 Media Model, the Advertising Research Foundation (ARF) emphasized “Advertising Attentiveness” as a critical step between “Advertising Exposure” and “Advertising Communication,” highlighting attention’s essential role in advertising’s communication objective. 

Recently, attention measurement has gained significant momentum. Media agencies are partnering with attention data suppliers and brands are integrating attention metrics into their media planes. Publishers are using this data to assess inventory quality and, in some cases, guarantee campaign performance. Outcome-based attention metrics in particular have gained traction given their direct connection to the bottom-line results marketers care about—and their ability to help media owners increase revenue. 

What are attention metrics?

In advertising, attention measures a person’s focus on a creative message and is driven by three key inputs: media quality, creative relevance, and audience. Attention metrics focused on media quality offer advertisers a tool to plan and optimize campaigns for better outcomes while providing publishers a way to accurately evaluate and price their inventory. 

However, attention metrics weren’t always effective in delivering meaningful results. It wasn’t until fourth-generation attention metrics emerged that they became powerful tools for media buying, trading, and optimization. 

The evolution of attention metrics

Generation one: verification metrics

    The shift from analog to digital media introduced a vast array of new channels, causing significant variance in media quality. Advertisers could no longer rely on the relative homogeneity of TV, radio, and print. Viewability and VCR became the standards for measuring online media quality. 

    However, treating all viewable impressions as equally valuable led to cluttered web pages and an influx of low-quality inventory, including Made for Advertising (MFA) sites. Premium publishers struggled to differentiate themselves, as an ad could be 100% viewable on both a cluttered web page and a high-quality environment. 

    Generation two: enhanced viewability 

      The second generation added nuance with metrics like “viewable duration,” which tracks time-in-view beyond one second and incorporates engagement data. 

      In “politely interruptive” formats like skippable YouTube ads, enhanced viewability reflected the duration of attention and provided insights into creative resonance. However, most environments don’t offer viewers control over the ad experience. Therefore, these metrics incentivized unpleasant formats like interstitials with countdown timers. 

      They also struggled in untagged channels like Walled Gardens and environments unsuited to viewability measures, such as TV, audio, and cinema, where ads can’t be scrolled out of view. 

      Despite offering more granularity, enhanced viewability still lacked a direct connection to outcomes and provided little guidance on driving real-world impact.

      Generation three: gaze duration

        Advertisers sought to predict attention beyond politely interruptive formats, leading to gaze duration metrics. Sometimes called duration-based metrics (DBAMs), they use eye-tracking and viewability data to predict how long people will look at any ad. 

        DBAMs were the first metrics consistently tied to outcomes, as demonstrated by companies like Parsec, Lumen, Amplified Intelligence, and Playground XYZ.

        However, several issues emerged when using them for buying and optimizing media:

        • Paradox of Attentive Audiences: Gaze duration is heavily influenced by audience demographics, risking biases toward older or overexposed audiences. Research by Meta showed that people over 25 spend 70% longer viewing ads than younger audiences.
        • Creative Incentives: Creative that captures the most attention may be entertaining or sensational but not necessarily aligned with a brand’s objectives. 
        • Platform Variability: Three seconds of attention on YouTube isn’t the same as three seconds on Facebook; context affects how attention translates into outcomes.
        • Diminishing Returns: The first second of attention often delivers the most value. Chasing longer durations may lead to inefficient spending without proportional returns. 

        The biggest challenge with DBAMs arises with guarantees. Due to the link between gaze duration and creative quality, third-generation metrics can’t serve as reliable media currencies. No publisher can (or should) guarantee that their audiences will pay attention to ads. 

        Generation four: outcome-driven measurement

          Fourth-generation metrics use attention as one input among others—such as placement position, page velocity, and clutter— to measure any placement’s probability of attention. Crucially, they tie this to business outcomes like ad recall, consideration, and sales, enabling advertisers to optimize for results, not just attention itself. 

          Key differences in fourth-generation metrics include: 

          • Attention as an Input: Attention is one part of a broader algorithm designed to optimize for outcomes—not the dependent variable. 
          • Placement-Level Measurement: Focusing on placement quality gives buyers and sellers a shared understanding of media value before an impression is served, facilitating more strategic trading.
          • Focus on Media Quality: By isolating media’s impact from creative and audience, fourth-generation metrics provide a consistent quality measure to guide investment decisions, avoiding the pitfalls of maximizing attention duration across all inputs. 

          Attention: How publishers use fourth-generation metrics to fuel demand 

          Publishers are increasingly adopting attention-based media quality metrics instead of viewability and gaze duration measures. This approach offers media owners a trusted way to demonstrate media quality to clients and price inventory accordingly, without being held accountable for factors like creative.

          Examples of how publishers leverage these metrics include:

          • Understanding Quality: Through comprehensive inventory audits, publishers can evaluate ad slots and placements to identify those most likely to drive outcomes.
          • Campaign Measurement and Optimization: Leveraging attention data, publishers can design campaigns designed to achieve client goals or optimize in-flight to improve performance.
          • Programmatic Monetization: Creating high-attention packages within supply-side platforms (SSPs) allows publishers to charge premium prices for top-quality inventory.
          • Attention Guarantees: Publishers can guarantee that campaigns will perform above industry attention benchmarks, thanks to insights into their inventory’s ability to deliver attention and impact.

          As advertisers leverage attention metrics to measure media quality and justify investments in more premium placements, demand for high-quality media will rise. Publishers can charge more for their premium inventory and clearly illustrate its value. In the long term, this shared understanding of quality fosters a more equitable and transparent market, leading to business outcomes for all. Outcome-based metrics represent a significant step forward, aligning media quality measurement with real-world results. 

          Innovation | Supporter Spotlight

          How AI is helping media companies attract and engage audiences

          In today’s rapidly evolving media landscape, publishers and broadcasters are increasingly looking to AI to reach new audiences and build loyalty. At Arc XP’s recent Connect London event, a panel of industry experts—Lisa Anzinger, Enterprise Lead at Echobox; Aliya Itzkowitz, Strategy Manager at FT Strategies; and Madeleine White, VP of Marketing at Poool—shared their insights on how AI is reshaping engagement strategies for media companies.

          How AI can help reach new audiences

          One of the biggest challenges for media companies is breaking through the noise to reach new audiences. AI offers a way to do this by understanding and targeting specific audience needs. As Anzinger from Echobox explained, “AI can help you counteract [algorithm changes] and actually still reach those audiences, maybe even reach them through wider channels… whether that’s social media, newsletters, or even others.” AI’s adaptability is crucial in an environment where third-party platforms frequently adjust their algorithms.

          Itzkowitz from FT Strategies highlighted the importance of multi-format engagement: “One of the most exciting things for me is there’s so many new ways that we can engage with readers, especially thanks to the generative AI boom.” For example, she shared that the Financial Times (FT) has been experimenting with a feature called “definitions,” which helps younger readers understand financial terms by offering definitions that pop up on hover. This is one way AI makes news content more accessible and appealing to younger audiences, who may find certain jargon intimidating.

          Personalization and community building

          AI’s ability to personalize experiences was another focus of the discussion. Anzinger explained that Echobox has seen significant engagement improvements through AI-driven personalization in newsletters, saying, “We have the ability to personalize each newsletter to the individual reader… [our client] Group Sud Ouest managed to increase open rates by 53% and click rates by 42%.” This tailored approach ensures that readers receive content that matters to them at just the right time.

          Beyond personalization, White from Poool highlighted the growing importance of community building, emphasizing that AI’s real value lies in connecting people. “With AI, content can be created so easily that anyone can create content… community is what’s going to set you apart.” AI can help facilitate these communities, for example, by using AI-driven chatbots to engage users in conversations and provide a space where people with shared interests can connect and interact. White mentioned that some Norwegian publishers have even used AI chatbots that act as virtual community members, creating a more dynamic and interactive environment.

          Ethical considerations and transparency in AI

          Implementing AI responsibly is a priority, and transparency is essential in building trust. White believes in the value of being open with audiences: “Always be transparent…if a reader believes they can trust you and they know when you are being honest about whether AI’s being used, I think that really helps.” On the other hand, Itzkowitz offered a nuanced perspective, suggesting that over time, labeling every AI-driven feature may become unnecessary as AI becomes more integral to everyday processes.

          However, when AI is directly engaging with audiences, clear communication is critical. Itzkowitz shared an example from a project involving synthetic voices: “If you’re using the voice of a journalist or cloning a voice…then you need to disclaim that.” AI’s role in generating content is likely to be acceptable for readers as long as they feel informed about when it’s being used.

          Legacy media vs. new brands: Who has the AI advantage?

          An interesting debate arose around whether legacy media brands have an advantage in AI-driven engagement due to their extensive archives and resources. While Itzkowitz acknowledged that larger companies have more data and resources, she pointed out that smaller publishers can often innovate faster due to less bureaucratic red tape. “Smaller publishers…may just say, let’s try full automation. Let’s see how it goes,” said Anzinger, highlighting the experimental edge smaller companies can bring to the table.

          For smaller teams, adopting hybrid models that combine ready-made AI solutions with limited internal development is a viable approach. As Itzkowitz noted, “AI has somewhat changed this…you no longer need huge development teams to build something.”

          Overcoming fear of failure with AI

          The panelists acknowledged that trying new technologies like AI can be intimidating, especially with the risk of projects not meeting expectations. However, Anzinger advised companies to take a “trial and error” approach, iterating based on results. “Just keep trying… you can’t be afraid of something going wrong, just need to keep trying,” she said.

          White underscored the importance of resilience and learning from failure, recalling the New York Times’ bold decision to implement a paywall in 2011 despite criticism. “Trying and failing means you are potentially going to succeed and be ahead of anyone else,” she said, stressing that bold moves can often be the most rewarding in the long term.

          What’s next for AI in audience engagement?

          Looking to the future, the panelists shared their excitement about the new ways AI can enhance engagement. Anzinger is optimistic about using AI to produce dynamic content, such as automated videos from articles, which will help media companies engage younger audiences on platforms like TikTok and Instagram. Meanwhile, Itzkowitz is eager to see AI-driven creativity blossom: “What’s that killer app for generative AI, or how are we really going to change the news experience so that young people and audiences in general really want to engage with news again?”

          White emphasized the potential to create individualized experiences: “Instead of creating this one-size-fits-all model… [AI means] giving them a unique experience that the reader next to them isn’t going to get.” This hyper-personalized approach has the potential to make each reader feel valued and understood, a key to building loyalty.

          Finally,the panelists concurred that AI is not here to replace journalists but to augment their capacity to connect with readers in increasingly meaningful ways. As AI tools evolve, media companies that embrace experimentation, prioritize transparency, and stay committed to creating genuine connections will be best positioned to thrive.

          Advertising | Supporter Spotlight

          How publishers can avoid the high cost of inaccurate data

          Every year, poor data quality costs organizations an average $12.9 million, according to Gartner. These companies are actively looking for ways to eliminate that waste and the market has responded. Gartner also reports that by 2025, 90% of data quality technology buying decisions will focus on ease of use, automation, operational efficiency, and interoperability as the critical decision factors to mitigating the data quality problem.

          Data accuracy is the lifeblood for digital publishers

          Losing revenue due to inaccurate data is particularly painful for digital publishers and media companies whose business models largely depend on their ability to leverage high-quality data to deliver for advertiser outcomes. Fresh, accurate data is the foundation for effective segmentation, targeting, and business intelligence. It’s essential for optimizing content, improving user experiences, and ultimately maximizing revenue.  

          Inaccurate, poor-quality, older data can lead to missed opportunities and loss of credibility among ad partners. These costly mistakes show up in multiple ways, including:

          • Misaligned content strategies: Targeting the wrong audience can result in wasted resources and low engagement.
          • Ineffective advertising campaigns: Poor data can lead to targeting errors, resulting in lower click-through rates and conversions.
          • Poor user experience: Inaccurate data can lead to personalized recommendations that are irrelevant or worse, driving users away from your content.

          Data accuracy is directly tied to revenue

          Inaccurate data can have a direct and significant impact on a media company’s bottom line. Decreased ad revenue from targeting errors can result in lower ad impressions and clicks. A poor user experience due to inaccurate data can lead to subscriber churn. Without an ability to harness fresh data, publishers may not be able to quickly capitalize on the news cycle by jumping on trends and creating new opportunities to serve advertisers. Publishers will also have challenges measuring the ROI of their campaigns and reporting results to advertisers. 

          Know the signs of data accuracy issues

          Even publishers who think their data is accurate, know that data quality can deteriorate over time. This is due to various factors, including human error, system failures, and changes in data sources. It’s well worth the time and effort to conduct periodic checks to make sure your data pipeline is running smoothly and your data is as accurate as possible. 

          Here are five signs to watch for:

          1. Inconsistent or conflicting data

          One of the most common signs of data accuracy problems is inconsistencies or conflicts between different data sources. For example, you may find discrepancies between data from your first-party systems, analytics tools, and ad platforms. These inconsistencies can make it difficult to get a clear and accurate picture of your audience, campaigns, and performance.

          2. Missing or incomplete data

          Another red flag is missing or incomplete data. This can occur due to data collection errors, system failures, or changes in data ingestion methods. 

          3. Outdated data

          Data can become outdated over time, particularly in rapidly changing industries like media. Using outdated data can lead to inaccurate insights, ineffective targeting, and wasted resources.

          4. Data quality issues

          These issues can arise due to errors such as gaps, inconsistencies, problems with validity, latency, or a lack of data normalization across systems.  

          5. Lack of data governance & reliability

          Without proper policies and procedures in place to manage data, it can become fragmented, inconsistent, and unreliable. In addition, media companies may be working with dozens of first-party and third-party systems that organize data differently. A single source of truth is essential to truly optimize campaigns. 

          Limited engineering resources exacerbate data quality problems

          Despite the critical importance of data accuracy, some media companies simply don’t have the engineering resources to ensure their data is consistently accurate. With millions of pieces of data constantly arriving from dozens of sources, managing that data at scale all day, every day becomes a monumental, ongoing challenge. 

          Traditional data engineering approaches often fall short in meeting the specific needs of publishers. These challenges typically fall into some combination of these categories: 

          • Data Silos: Data is often pulled directly from content platforms and dumped into data warehouses without proper structuring or enrichment, making it difficult to use immediately.
          • Manual Reporting: Some publishers still rely on manual methods like exporting data to Google Sheets for reporting, which is time-consuming and error-prone.
          • First-Party Data Integration: Integrating all first-party data securely and efficiently into the data pipeline is painful. 
          • Prioritization: Revenue teams often struggle to get their data engineering needs prioritized. In many cases, data engineers simply don’t want to perform the mundane tasks associated with maintaining and updating APIs. Revenue teams  are then forced to create DIY workarounds that are time consuming, frustrating and not as effective as they hoped. 

          Selecting a data operations platform

          The current demand for skilled data engineers far exceeds supply, making it difficult to allocate sufficient time and expertise to data quality initiatives. Media companies that leverage no-code or low-code data engineering tools that can automate data pipelines and workflows, can drastically reduce the need for extensive engineering expertise. 

          Here are some qualities to look for and questions to ask when selecting a data operations platform to overcome your data quality issues:

          • Automation and Speed: Look for platforms that offer automated data pipelines and ETL processes that can streamline data management and reduce manual effort.
          • Scalability: Make sure the platform can handle large volumes of data and scale as your needs grow.
          • High-Quality Data: Find out how the platform ensures reliable and trustworthy data. Do they consolidate data from various sources, (e.g. first-party data, agency data, and data from different channels).
          • Domain Expertise: Is the platform backed up by a team of experts in digital publishing who can ensure that data is handled and transformed correctly for optimal analysis?
          • Customization: Can the platform be customized to meet your specific requirements and business logic?
          • Comprehensive Measurement: Are your essential metrics built in for effective campaign evaluation?
          • Privacy and Security: What kinds of security measures have been taken to protect your sensitive data and ensure adherence to data privacy rules and regulations? 

          Publishers and media companies simply cannot ignore the impact that inaccurate data has on their bottom line. By investing in data operations platforms, quality control processes, and governance, you can unlock the full potential of your data and drive sustainable growth for your business.

          About the author

          Manny Balbin, a seasoned veteran with over 15 years in digital media and advertising, currently shapes vision and strategy for BI products at Switchboard Software. Switchboard’s data engineering automation platform aggregates disparate data at scale in real-time for better business decisions. Prior to Switchboard, Manny led Product, Ad Technology, and Revenue Operations at Freestar, PMC, and Quantcast.

          Perspectives | Supporter Spotlight

          Reimagining the place of news in social media

          As with many of you, the 2024 Reuters’ Digital News Report continues to give us much to reflect on even months after its release. While there are many learnings from the report, the one chart that stood out to us was the “proportion that used each network for news.”

          While the major drop for Facebook was anticipated (given Meta’s strategy to deprioritize news), we found ourselves asking: has the news hit its high-water mark on social media, and if so, how do we adapt?

          Since 2018, algorithm changes on social media have prioritized user content over public content, including news. This shift has reduced the benefits for news organizations on these platforms. We asked the report’s author Nic Newman for his reflections. He explained that the decline in the “post and refer” model is due to platforms favoring formats like video that keep users engaged within the platform. In this blog, we’ll explore how publishers can navigate and maximize their presence on social media in this changing landscape.

          Leveraging video

          Posting videos on social media has grown to be a strong means of developing brand awareness and engagement with audiences. However, production costs (financially and operationally) have historically been much higher than text-based content. Monetizing video on social media also proves to be a challenge with video requirements being strict and unrewarding unless scale is achieved:

          Source:YouTube Partner Program, YouTube CPM,  TikTok Creator Program, Facebook Partner Monetisation Policy

          Aside from these requirements, social media platforms require videos to fall within their community guidelines and be “ad-friendly”. TikTok has a much more controversial requirement that videos must not contain sensitive or controversial topics (which are rather loosely defined). Videos that have been deemed controversial are either faced with being demonetized or being placed with limited visibility on user feeds. In other words, unless a user is actively looking for news publisher content, it will only rarely appear on their feed. Nieman Lab conducted a study which found that TikTok’s algorithm made it unlikely and difficult for news organizations to reach users.

          Engaging your audience

          While social media no longer drives the same traffic as it did, it still serves as a powerful avenue to connect and engage with your core audiences away from your website which has become increasingly important as platforms promote posts which users engage with more. While a more tailored engagement varies per platform and your audience.

          Videos are currently the strongest way to engage an audience on social. While they are difficult to monetize, they are effective in capturing the audience’s attention and driving curiosity to read more. The challenge is capturing your audience within the initial five seconds before they scroll along in the ether of social media. You can do this by showing preview clips of the video or providing a quick summary at the beginning to engage your audience right away.

          Another effective practice is featuring your journalists. This provides a face for your audience to interact with and helps them develop a deeper relationship with your publication. Putting them on explainer videos showcasing their expertise, retweeting their tweets to provide them a platform or having them directly communicate with interested audiences through Whatsapp or Instagram broadcast channels can help develop deeper levels of engagement.

          Lastly, developing interactive content such as polls or gamification features is a strong opportunity to get your audience to interact with your social media page and open themselves to conversations and discussions.

          These practices may change as time passes and algorithms evolve. But traditional news publishers have lots to learn from social media first publications who have already navigated social media through experience such as Brut (French), Will Media (Italian), and dw_berlinfresh (Germany).

          Each platform plays a different role

          The social media landscape continues to evolve and constantly presents itself with new challenges. However, we cannot deny the importance of the platform in reaching audiences who may not otherwise engage with the news. With Facebook still boasting over 3 billion active users and Instagram, YouTube and TikTok around 1.5-2 billion active users, social media is still an invaluable tool in connecting and engaging with your core audience while reaching new audiences as well.

          However, given recent changes, now is the time to reimagine the role of each platform in the context of news:

          • Facebook – given its large reach – is still helpful in slowly converting new audiences into regular readers through peer-to-peer exposure of your content by focusing on virality, as Facebook itself has stated.
          • YouTube, on the other hand, offers a strong opportunity for monetization. Publishing long-form video content on the platform can help diversify revenue streams for your publication with the right audience. 
          • Instagram and X may still hold opportunities for traffic even though a much stricter link placement policy has taken hold (though lenient in comparison to Facebook’s policy). However, it is important to recognize that both platforms serve distinct needs:
          • TikTok remains an unknown quantity. However it is a platform worth exploring, especially for those trying to reach younger audiences. 55% of TikTok’s user base in the United States are those aged 18-34 and the global average watch time of short-form video is 95 minutes a day. 
          • WhatsApp has seen growth as a popular platform for news distribution particularly in countries where mobile usage is high and access to traditional media is low such as Brazil, India, and South Africa. WhatsApp can potentially be used to directly connect and engage with audiences given its nature as a message platform, allowing journalists to develop a more personalized connection with your audience.

          These are only a few strategies you can employ in each platform, but understanding their strengths and leveraging them towards your publication may help bring added value.

          Advertising | Supporter Spotlight

          How publishers can drive direct-sold advertising success

          Direct-sold advertising is a win-win for publishers and advertisers. Publishers get more control of how to package and price their inventory without as many intermediaries taking a cut. And advertisers know exactly where their brand will be featured and not be as creatively hemmed in by standard programmatic ad units. Media sales teams that proactively drive the ad sales process with their clients stand to more effectively generate revenue, versus a reactive approach. 

          Here are three strategies that publisher ad sales teams can use to make their teams and processes more effective in order to drive direct-sold revenue. 

          Curate ad formats and features that match campaign goals 

          When brands or agencies issue a request-for-proposal (RFP), they are in essence asking publishers to propose the advertising solutions that will best align with their marketing goals. But too often, brands ask publishers to supply responses via a templated, “fill-in-the-blank” spreadsheet listing ad units, pricing, and impression volumes. 

          Smart publisher sales teams dig in and ask questions about an advertiser’s campaign goals, creative direction, budget, and success metrics to help shape their response. Direct sold ads allow for far more campaign customization, and RFP responses should reflect that. 

          Publishers must take the time to consider the advertiser’s stated goals. Then, they need to select not just ad formats but specific creative features within the ad that will deliver engagement and results. This way, they can deliver a unique, tailored campaign plan that goes well beyond programmatic. 

          Here are some ways publishers can optimize their offerings:

          • If the campaign is focused on a date (movie or show premiere, product availability, registration deadline), include a live countdown in the ad creative.
          • If the campaign can be localized, show how you can include features in the ad creative like embedded maps, language detection, or dynamic text.
          • If you as a publisher can bring a unique data angle to the campaign, show how your data and the advertiser’s can be combined to develop more personalized, more impactful creative. Show dynamic elements within a creative execution that can change at run time based on data like geography, demographics and more.

          Of course, this all assumes that a publisher has a suite of ad products with robust features and the ability to quickly rotate in new options without a lot of technical upheaval. That’s one reason having the right creative platform partners is crucial. 

          Rethink your approach to RFP responses

          It’s true that many RFP responses require a set format when submitted (and unfortunately that format is too often an Excel file). However, publishers should still take the opportunity to propose ideas that could be a bit out-of-the-box. 

          An accompanying presentation (and not just a completed spreadsheet of line items) can bring a proposal response to life. It should describe the basics like campaign flight dates, impressions, and costs But most importantly, it should showcase what you’re selling.

          Publishers who include live ad mocks of creative executions in their proposals make it easy for advertisers to say, “Yes, I want that.” Even better: use the advertiser’s existing assets in mocks and run them on test pages, so they can truly see the power of their brand in your execution and see real examples of how their brand would look on your site(s). 

          A presentation is also a means to opening up a further conversation with a brand or agency. That’s where creativity can really start flowing. Maybe a proposed mock won’t be exactly what they are after, but it can spark an idea that leads to something greater. 

          Sometimes ad sales teams can find themselves out of their depth technically and unsure whether an idea for an ad unit is truly feasible. Publisher sales teams should always be sure that they’re getting the help they need from their partners to help them manage these questions so that they can close business and be successful.

          Sell synergistically across your revenue sources

          Sales teams that think holistically across revenue streams can be successful by packaging multiple opportunities into one proposal and creating synergies between different products. When pitching an advertiser on branded content partnerships, like a podcast or video, include display ads in the overall proposal that excerpt the content to play directly in the ad unit and drive users to the campaign landing page. Create additional value for event sponsorships by including ad units that livestream keynotes or sessions from the event directly within the ad. 

          The key thing to keep in mind is that brands and agencies are seeking out your publication because of its premium status. If you lack premium inventory, premium ad products, and premium service, they will believe that they are better off rolling the dice on impressions on the open programmatic marketplace. Showing advertisers that you have multiple avenues for their campaign to reach your highly coveted audience helps reinforce the value you offer.

          Direct-sold advertising is challenging, but worth it

          Direct sales certainly isn’t as turnkey as placing all your ad inventory up for bid programmatically, but the gains are worth it. Higher CPMs and more control of inventory and advertiser relationships are better for publishers over the long haul. And while ad sales teams may have been breathing a sigh of relief earlier this year after yet another delay in the deprecation of third party cookies, ad operations teams are still planning for the continued decline of options to target audiences in ways that aren’t owned by the publisher or advertiser directly. 

          A strong direct sold advertising sales team works collaboratively with its internal colleagues, external partners, and its advertisers to develop creative solutions that go beyond the most basic requirements of an RFP. The right mix of inventory, audience, data, and creative formats – packaged and presented elegantly and in concert with other products – will help publishers maintain premium, preferred status among advertisers.

          Advertising | Industry-Research | Supporter Spotlight

          Audiences value news. Here’s why advertisers should too

          For publishers and media outlets, the stakes have never been higher. You carry the torch, delivering trusted journalism, which safeguards democracy. But there’s a challenge we all face: How do we ensure that advertisers and agencies recognize the critical role your media platforms play, not just for society but for their brands?

          The truth is, news outlets are more than just another space to place ads. They offer something everyone is looking for in today’s fragmented digital landscape: trust, attention, and real brand outcomes. And it’s up to us, as media executives, to make sure the advertising community understands that value.

          A new study from Teads and Lumen Research underscores what many of us already know—advertising alongside quality journalism isn’t just the right thing to do, it’s also the smart thing to do. Yes, supporting the health of the media is important. But the news and information created by trusted media brands provides an excellent environment for advertisers.  

          Why news platforms outperform social media

          When advertisers invest in news platforms, they’re getting more than just impressions. They’re tapping into the power of focused attention and outcomes. Our study found that ads placed within trusted news environments drive a 77% increase in brand recall. That’s compared to other channels where distractions are plenty and attention is fragmented.

          Consumers who come to news platforms are there to engage deeply. And that translates directly to the brands that advertise alongside this content. The study showed that news platforms have a higher attention coefficient. Publisher inventory running through Teads’ premium supply, for example, outperformed social media with a focused attention rate of 16.9%, compared to the social average of 15.8%.

          This means that ads placed within trusted journalism aren’t just seen—they’re remembered. And in a time when attention is the most valuable currency, that’s a huge differentiator for brands.

          Building trust and driving brand safety

          Here’s the thing: brands seek to build trust and credibility. And where better to find that than in the trusted, carefully curated content that news outlets provide? Consumers have shown they trust brands that advertise alongside credible journalism. In fact, the study found that 94% of U.S. consumers have a neutral or positive perception of brands that advertise in quality news content.

          For advertisers, that’s reassurance. It means their brand isn’t just safe—it’s enhanced by association with journalism that audiences trust. And the fear that placing ads next to serious news will hurt their brand? The study debunked that myth too. 69% of consumers report that advertising alongside serious or even “disconcerting” news doesn’t negatively impact their perception of the brand.

          This is critical as we talk to advertisers. News outlets offer an unparalleled level of trust and brand safety, providing the very context that advertisers need to not only protect their reputation but to strengthen it.

          Helping advertisers understand the value

          Let’s be clear: this isn’t about asking advertisers to just do the right thing by supporting journalism. This is about showing the real, measurable value that news platforms provide. Quality journalism delivers. It offers attention, trust, and results that many other channels simply can’t.

          But we’re also facing a growing challenge—news outlets are under immense pressure. Since 2005, more than 43,000 journalist jobs have been lost, and the U.S. is seeing an alarming rise in “news deserts” as more than 1,700 communities are left without local news sources. These closures don’t just hurt journalism, they hurt society. And as misinformation spreads and trust in media declines, it becomes harder for quality journalism to survive without the support of advertisers.

          We, as media executives, are in a unique position to bridge that gap. By helping advertisers understand the tangible benefits of supporting news outlets we can drive the investment that quality journalism needs to thrive. And the value for these advertisers is clear: higher brand recall, stronger consumer trust, and a brand-safe environment.

          A call to action for media leaders

          This is about more than just placing ads. It’s about the future of public discourse. Quality journalism is a pillar of democracy, and without it, we risk losing an informed and engaged society. But the future of journalism is at risk if advertisers continue to look elsewhere.

          Our role is to ensure they see the value in supporting trusted journalism. The Teads and Lumen Research study proves that investing in news platforms isn’t just good for society—it’s good for business. But it’s up to us to ensure that message gets through.

          Now more than ever, media executives have the power to lead the charge. It’s our responsibility to communicate to advertisers and agencies that their dollars aren’t just buying ad space—they’re investing in the future of a free press, trusted information, and an informed democracy.

          We must continue to show the value of these partnerships, both for the brands that advertise and the journalism that drives societal progress. After all, it’s not just about what’s good for business. It’s about what’s good for the world. 

          Study Methodology: commissioned by Teads, Lumen Research conducted an online survey with 900 respondents from the U.S., age 18+. The study measured against prompted brand recall, brand choice and brand perceptions to further explore the impact of ad exposure on brand outcomes. One group saw traditional news and one group read soft news content to understand how the news content affected attention to the ads. Lumen’s patented eye-tracking platform was enabled as respondents scrolled from the front-facing smartphone camera to measure the visual attention data of how each consumer read the news and paid attention to the ads. A control group of 250 people matched on demographics took part in the survey component of the study. Fieldwork was undertaken between May 2 and May 24, 2024.
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