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A smart TV on the wall of a home to suggest the topic of the article: CTV opportunities for media companies and audiences
Supporter Spotlight | Video

CTV growth brings opportunities for the media – and audiences

Streaming video has become a daily habit for today’s consumers, with 2024 being something of a landmark year for the industry. Worldwide, audiences flocked to streaming platforms in unprecedented numbers to watch their favorite content and sporting action like the Olympics, Euro 2024, the World Series, the WNBA, and high-profile boxing matches.

Alongside technological advancements, CTV has established itself as the primary platform for premium viewing experiences, which has increased the popularity of live streaming for major events. This presents lucrative opportunities for media owners aiming to succeed in their ad-supported streaming ventures.

The latest FreeWheel research offers insights into these industry dynamics, exploring ad viewership trends across the premium video streaming ecosystem in European countries* and the U.S. for the second half of 2024. In this article, we’ll dig deeper into the findings to uncover how these trends impact media stakeholders and how they can make the most of streaming’s developments.

Scaling live opportunities with CTV

The continued adoption of connected television is driving strong streaming viewership, including live programming. NBCUniversal’s exclusive U.S .coverage of the Paris Olympics, for instance, saw an 82% increase in viewership across multiscreen TV compared to the Tokyo 2020 Games, while Warner Bros. Discovery’s coverage in Europe grew by four times. The WNBA 2024 season was the most streamed in Paramount+ history. And Netflix’s exclusive live stream of the fight between Jake Paul and Mike Tyson in November 2024 attracted 108 million global viewers.

It’s easy to see why live programming is also transitioning to streaming platforms. Live streaming can meet modern-day viewers’ desire for immediacy, convenience, and universally engaging experiences. Live streaming also expands traditional TV’s engagement potential to audiences with diverse needs and unique preferences.

In many cases, these needs involve watching live programming from the comfort of their own homes and simultaneously being able to enjoy social experiences with family and friends. CTV devices now account for 77% of premium video ad views for live programming in Europe, demonstrating how CTV has evolved into a class of its own, capable of delivering both high-quality viewer experiences and results for content distributors.

Our data also shows that while still relatively small, programmatic transactions are growing strongly, with 37% in the US and 40% in Europe. This type of transaction will continue to expand as rising investment in programmatic is opening up new inventory opportunities.

Harnessing VOD’s flexibility

FreeWheel’s research shows that in the US, the majority of ad views (57%) were on live content, with the remaining 43% on VOD. In Europe, however, VOD captured the majority of ad exposure, 76%, compared to 26% of live programming.

This preference for VOD in Europe can be partly explained by the historical presence of free public service broadcasters (PSBs) and the prevalence of operator authentication in the region. In the U.S., the tendency is towards OTT distribution, which accounts for 65% of ad-supported content that is consumed.

Publishers are harnessing the flexibility of on-demand to further monetize their video inventory. And while VOD offers various monetization models, including subscription-based access (SVOD), pay-per-view (TVOD), and advertising-based access (AVOD), it’s the latter category where we’re seeing impressive growth. verall ad viewership on streaming platforms in the second half of 2024 was up by 24% year-on-year in Europe compared to 10% in the US.

Going beyond with interactivity

Our report also identifies interactivity as a potential growth area. The digital nature of streaming and CTV means they are primed for interactive viewer experiences that media owners and advertisers can utilize to boost engagement. The use of ad formats such as QR codes, clickable ads, and trivia quizzes are becoming more common to drive engagement at all stages of the marketing funnel.

Beyond helping brands to make more meaningful connections with consumers, interactive ads present an opportunity for media owners to capture deeper insights on how audiences interact with content and the ads. This offers a better understanding of which formats and approaches work – and which don’t.

Video, by its very nature, is never static. But these latest innovations are ushering in a new, golden age of video. CTV in combination with interactivity creates the ideal conditions to deliver a new genre of ads that can flow with the content to enhance viewer engagement and enjoyment. Harnessing streaming’s next phase of evolution will be critical to ensure content providers, advertisers and their agencies keep innovating and delivering new exciting experiences for the viewers.

*The data set used for the FreeWheel Video Marketplace Report H2 2024 is one of the largest available on the usage and monetization of professional, rights-managed ad-supported video content worldwide and is based on aggregated advertising data collected through the FreeWheel platform. The European countries included are Belgium, Denmark, Estonia, Finland, France, Germany, Italy, Latvia, Lithuania, Netherlands, Norway, Spain, Sweden, and the United Kingdom.

Fingerprints on a face to suggest identity solution in digital advertising
Advertising | Supporter Spotlight

Why fingerprinting has a complex relationship with addressable advertising 

On February 16, Google relaxed its restrictions on fingerprinting for ad targeting and user tracking across a wide range of devices. Their December 2024 announcement reignited debates about privacy, security and the role of passive device identification in digital advertising. The announcement was certainly a radical reversal from 2019, when Google said it would block fingerprinting for its lack of transparency. But with this recent change of heart, Google now refers to fingerprinting as a technology designed to make it easier for advertisers to reach audiences across the open Internet and to harness the hyper-growth of connected TV (CTV) programmatic advertising.  

Google justifies its about face because, they suggest, advances in privacy-enhancing technologies (PETs) make it possible to protect audience data—including IP addresses and device fingerprints—in ways that are now more sophisticated than they were in the past.  

Maybe, but there’s a catch

Open Internet digital advertising—particularly programmatic advertising—is all about real-time addressability, measurement and performance optimization. Facing signal loss from fewer cookies and mobile device IDs, our industry has cleverly created a handful of new identity systems that utilize hashed emails (HEMs) and device fingerprints. While each of these technologies delivers a unique value to advertisers and publishers, they all come with certain downside commercial risks beyond their challenges to online privacy. Among the group, fingerprints tend to elicit a more negative reaction from privacy professionals. Frankly, it’s entirely reasonable to be concerned.  

That’s because fingerprints are passive and permanent. They’re passive because fingerprinting technologies can uniquely identify a browser or mobile device without anyone’s active acknowledgement or consent. They’re permanent because fingerprints can’t be deleted unless you change your browser or device. 

An express lane to data commoditization  

When publishers permit their audiences to be fingerprinted, that unique—and permanent—identity data immediately falls into the hands of a third party. Each fingerprint has the potential to siphon away valuable audience data, eroding the very asset publishers rely on for revenue.  As they say, “you can’t put the genie back in the bottle.” The audience data leakage risk for publishers is acute, and the impact is inventory value commoditization. Simply stated, when advertisers can find your uniquely identifiable audience more cheaply, they will. 

Despite these data leakage risks, it’s important we don’t throw out the baby with the bathwater. Device fingerprints serve an important commercial purpose because the lion’s share of the open Internet remains unauthenticated. Thus, absent a third-party browser cookie or mobile device ID, deterministic addressability and measurement are simply impossible.  

To put this commercial challenge into perspective, Safari and Firefox block third-party cookies, leaving 35% of the U.S. web unmeasurable. Apple holds 58% of the U.S. mobile market and more than half of users have entirely opted out of third-party in-app tracking with the remainder only selectively opting in.  

Fingerprinting can be an effective way to mitigate the commercial downside of these open Internet statistics. Yet there’s clearly a tension that requires advertisers and publishers to balance the business benefit fingerprints create for addressability and measurement. They must also factor in the importance of privacy—both in the face of regulation and in the context of consumer trust—as well as the underlying economic value of each party’s customer data and intelligence. 

Choose your next PET carefully  

If the Google Chrome team makes good on its promise of a “global cookie prompt,” then it’s very clear why the Google adtech team is suddenly much less opposed to device fingerprinting. When Chrome third-party cookies disappear, extended IDs—and especially fingerprints—will become the open Internet’s most scalable options for addressability, measurement, insights and optimization.  

Which is why now is when advertisers and publishers need to be investing in solutions that balance data protection with data accessibility at the speed, scale and low-cost parameters required for open Internet programmatic advertising. For brands, customer intelligence is a key competitive advantage. And for publishers—so many of whom have experienced first-hand what a decade-and-a-half of audience data leakage has done to the value of their inventory—the negative economics of loose data sharing practices are abundantly clear. For both sides of the buy-sell equation, consumer data is the key to performance.  

As the industry grapples with the evolving landscape of identity and privacy, the debate over fingerprinting underscores a broader truth: no identifier—whether fingerprint-based, email-derived, or otherwise—is without risk. The key lies not in avoiding identifiers altogether but in implementing strong, enforceable protections that preserve consumer trust while enabling addressability, measurement and performance across the digital ad ecosystem. 

Innovation

5 Ways media companies can boost audience trust when using AI

Artificial intelligence is rapidly transforming the way media companies operate. From automating article summaries to addressing editorial efficiencies, the use of AI has helped media companies save time and streamline operations. While AI offers substantial benefits, recent studies have revealed a trust gap between media companies and their audiences around AI use:

Since trust is the cornerstone of media, AI implementation introduces new challenges. Missteps can result in loss of reader trust, damage to brand reputation and potential legal and regulatory challenges.

As AAM developed its new Ethical AI Certification program, we researched how media companies are implementing AI and studied industry-recommended best practices for increasing transparency and disclosing AI use. This research resulted in the development of several guidelines for media companies to increase transparency and maintain reader trust when integrating AI solutions into their operations.

1. Clear and consistent AI labeling

AI-generated or assisted content should be visibly labeled and disclosed. Labels should be placed prominently with an article or video rather than buried in fine print.

Here are two examples of how media companies are disclosing AI use:

  • The Associated Press created standards around generative AI. While the tools may change, the core values remain – journalists are accountable for the accuracy and fairness of the information they share.
  • USA Today adds disclosures to indicate when AI is used to write its “Key Points” at the top of selected articles. It also discloses that a journalist reviewed the AI-generated content before publication and includes a link its ethical conduct policy.

2. Create and publicize AI policies to build trust

Media companies should publish a clear AI policy outlining:

  • How and when AI is used
  • The company’s privacy policy when involving AI use
  • Editorial guidelines for AI-generated content
  • How the company will handle ethical issues including bias mitigation and misinformation prevention

Policies should be easily accessible on company websites and updated regularly. Media companies also should ensure that they have licensing agreements in place to use the information and data provided by their AI solutions in published content.

3. Human oversight and accountability

Human oversight of AI-generated content is also essential to include when implementing AI, especially in editorial. Assign clear roles and responsibilities for AI oversight within newsrooms and establish an internal AI ethics committee to assess AI applications, guide policy development and ensure ongoing compliance with ethical standards.

4. Ongoing education

Since AI best practices and regulations are constantly evolving, it’s important for media companies to provide ongoing training for staff on AI technology, ethics and best practices. Hosting regular training workshops and updating employees on policy changes helps companies stay ahead of evolving AI trends while ensuring responsible and ethical AI usage.

5. Regular audits and risk assessments

Media companies should conduct regular assessments to manage AI risks including assessing the accuracy of AI-generated content, the effectiveness of company transparency measures and potential challenges including bias and inaccuracy in AI-generated content.

Independent oversight and third-party audits can help identify risk areas and offer suggestions for improvement to improve transparency and efficiency.

As AI continues to evolve, transparency remains essential to preserving trust between media companies and audiences. By implementing these industry best practices and guidelines, media companies can take the lead in setting a higher industry standard, maintaining audience trust and ensuring ethical AI implementation within their operations.

Perspectives | Supporter Spotlight

2025: The year to reclaim audiences and build community

Understanding the difference between having an audience and building a community isn’t just semantics—it’s a strategic necessity. With social referral traffic declining, third-party cookies being (semi) deprecated, and generative AI reshaping search, media organizations must reclaim their communities from third-party platforms. By fostering deeper engagement and stronger loyalty, they can create sustainable revenue streams and drive long-term growth.

Arc XP recently hosted a webinar featuring Mark Zohar, President and CEO of Viafoura, to explore how publishers can cultivate thriving communities. Below, we break down the key insights, strategies, and real-world examples that highlight why community-building is essential for long-term success.

Why community matters more than ever

Traditional approaches to audience acquisition, like relying on social media platforms for referral traffic, are no longer reliable. Social networks like Facebook and X are sending less traffic to publishers, and the rise of alternative content platforms like Substack and podcasts has further fragmented media consumption. Meanwhile, changes in Google’s search algorithms, which prioritizes user-generated content and community engagement, are shifting how audiences discover information.

Anthony DeRosa, former Head of Content and Product at ON_Discourse, expresses the urgency of this shift when he said, “Media companies should own their audiences. They’ve allowed tech companies to steal their content and monetize it by providing a platform for readers to discuss it. How absurd is that?”

The solution? Own your audience. Create spaces where audiences don’t just consume content—they engage with it, discuss it, and contribute to the discourse. As Mark Zohar put it, “An audience listens, while a community interacts, shares, and grows together.”

The benefits of community-building

An effective community strategy provides tangible benefits, including:

  • Higher Engagement & Retention – Community members spend 5.3x more time on-site and visit more frequently than anonymous users.
  • Increased Conversions – A strong community drives higher registration and subscription rates, with members being 31% more likely to pay for a subscription.
  • Reduced Churn – Engaged community members are 2.5x less likely to unsubscribe compared to passive readers.
  • Better First-Party Data – Communities provide valuable user insights, helping media organizations develop targeted advertising and personalized campaigns.
  • Stronger SEO – Google now prioritizes user-generated content, meaning active community engagement can significantly boost search rankings.

The Financial Times’ Next Gen News: Understanding the audiences of 2030 study found that younger, digitally native audiences are particularly drawn to participatory experiences. Many skip over full articles and head straight to the comments section to gauge the conversation. For them, community interaction isn’t just a feature, it’s the primary draw.

Building a community: the TRIBE framework

To successfully transition from an audience to a community, Zohar introduced the TRIBE framework, originally developed by Greg Isenberg, CEO of LateCheckout and former TikTok and Reddit Advisor. This framework serves as a guide for media organizations to evaluate how they are fostering community within their brand. TRIBE stands for:

  • Togetherness – Are we creating spaces where users can engage directly with our content and each other?
  • Rituals – What habits or recurring experiences keep our users coming back, such as weekly Q&As or interactive polls?
  • Identity – How are we fostering a sense of belonging through shared interests and values?
  • Belonging – Are we giving users a reason to feel invested in our community’s success?
  • Engagement – What opportunities are we providing for active participation, from commenting to user-generated content?

Leveraging the creator economy

A thriving community attracts creators, influencers, and contributors who can help expand reach and enrich discussions. To tap into this potential, media brands should actively collaborate with content creators, bringing fresh perspectives and loyal audiences into their ecosystems. This can be achieved through partnerships on platforms like TikTok and Instagram, as well as influencer collaborations within their own channels. By offering monetization opportunities and fostering engagement-driven spaces, media brands can encourage influencers to participate directly on their platforms rather than relying solely on external networks.

Examples of media brands successfully leveraging the creator economy include:

  • Yahoo for Creators – A platform that offers writers a community to share expertise and connect with engaged readers.
  • Forbes Contributor Network – A model where industry experts contribute content while benefiting from Forbes’ audience reach.

Community-building is a strategic priority

Community-building isn’t just about engagement. It is a direct driver of business growth. Organizations that invest in fostering vibrant communities see measurable benefits across key revenue and operational metrics:

  • Higher Revenue Per User – Community members generate 5x more revenue than general audiences.
  • Registration Growth – Implementing community features can double registration rates by offering a compelling value exchange.
  • Sustained Engagement – For some early adopters, community interactions now drive over 30% of total site registrations.

A well-designed community strategy transforms media brands from content distributors into engagement hubs, where audiences aren’t just passive consumers but active participants contributing to the brand’s success.

Foundations for a successful community strategy

For media brands looking to build a thriving community, success depends on three core pillars:

  • Intention – Community-building must be treated as a business strategy, not an afterthought. Define clear goals, KPIs, and secure executive buy-in to ensure long-term commitment.
  • Cultivation – A strong community is built on trust and inclusivity. Active moderation, clear user guidelines, and engagement incentives create a safe space where discussions flourish.
  • Operationalization – A community can’t sustain itself without consistent efforts. Media organizations must develop editorial playbooks, monetization models, and regular engagement cadences to ensure continued growth and participation.

The path forward: own your audience

Media companies can no longer afford to rely on third-party platforms to engage their audiences. Instead, they must take control by fostering direct relationships through community-driven experiences.

The future of media isn’t just about publishing content. It is about facilitating conversations, connections, and shared experiences. By embracing community-building as a core strategy, publishers can create deeper loyalty, drive sustainable revenue, and future-proof their businesses in an era of increasing digital fragmentation.

Innovation | Perspectives | Supporter Spotlight

Informed personalization: editors in charge, trust at stake

Today’s audiences spend time endlessly scrolling social media, but the trusted media experience must be different. Readers turn to established news organizations because they trust the source. They expect responsible reporting, editorial insight, and a focus on public interest — all of which is lost when a click-chasing algorithmic approach is employed.

The Reuters report, “Journalism, Media, and Technology Trends and Predictions 2025,” highlights how informed personalization and audience engagement are essential for building loyalty and driving long-term success. Publishers who embrace these strategies and use their data effectively are better positioned to meet audience needs, grow first-party data, and boost subscription rates.

Recently, Facebook reduced its commitment to fact-checking, and also refined its feeds to show users more of the same political content they already consume. 

This trend underlines the urgent need to stand apart from social platforms. If news sites adopt the same type of recommender algorithm, they risk losing their editorial identity.

Informed personalization provides a path forward. By embedding journalistic values and editorial oversight into the recommender system, newsrooms can maintain the trust that sets them apart from social media. Below, we’ll examine the pitfalls of existing recommender algorithms and show how informed personalization solves them.

Two major pitfalls of personalization today

Black box algorithms

Conventional recommender algorithms are effectively “black boxes.” They learn from user clicks and engagement without revealing how they prioritize content. This lack of transparency poses two serious threats:

  • Eroded editorial control: Journalists lose influence over which topics and stories are highlighted if algorithms simply chase the most popular topics.
  • Reduced reader trust: If people feel the site is driven by the same click-based priorities as a social feed, they question its credibility.

When editorial media relies on a purely automated recommender algorithm, it begins to resemble social media. It loses the distinct editorial voice that readers expect from a trustworthy news source.

Echo chambers

Another hazard is the creation of echo chambers. Algorithms that serve “more of the same” can trap readers in content silos, preventing them from discovering essential stories outside their usual interests. For media organizations — which prides itself on a broad, informed perspective — this is a direct clash with its mission:

  • Narrowed coverage: Readers may see content that matches their past clicks rather than content editors deem truly newsworthy.
  • Weakened public discourse: Journalism aims to inform and challenge assumptions, not just reinforce them.

Both pitfalls blur the line between editorial media and social media. If a news site’s personalization is no different from a social feed’s, why would readers continue to trust it?

Enter informed personalization

Responsible media executives need to push back against the click-driven personalization that social media has normalized. Our purpose is not wasting readers’ time with endless scrolling — it’s about using it to make them smarter, more informed (and yes, sometimes entertain or divert them). This is why the algorithm must be informed by editors so it starts working for us, not the other way around.

This is why I believe it’s time to introduce a new term: 

Informed Personalization is a transparent, ethical approach to content personalization in news media, where algorithms are built in close collaboration with editorial teams to maintain journalistic integrity, foster diverse perspectives, and avoid echo chambers. It discards the “black box,” offering an open, controlled system that strengthens audience trust.

Let me give some examples where I believe journalists play a crucial role in informing the recommender system:

When engagement doesn’t equal importance

The most important article isn’t always the one that performs best in terms of clicks. I’ve often seen stories of critical importance chosen by editors struggle to compete with lighter, more trivial pieces in terms of engagement. That’s why it’s crucial for editors to have the ability to override algorithmic recommendations, just as naturally as they prioritize stories on a homepage.

Example: It should be possible to pin articles on top of any recommendation

Keeping evergreen stories alive

Older articles can still hold great value, especially if they’re unique to your brand. The challenge is ensuring that these pieces don’t get buried by fleeting, short-lived news with limited shelf life. These evergreen stories are particularly important for infrequent or first-time visitors, who may not have encountered them before – making them the perfect candidates for a well-designed recommender system.

Creating variation

Articles can be tagged with attributes like section, tone, user needs, or content type—many of which can be automated by AI. These tags are key to keeping recommendations varied and readers engaged. People lose interest quickly, so it’s important to offer as much variety as possible, not just in content but also in how it’s presented.

Pro tip: If your recommender system tends to suggest multiple articles from the same section, try mixing in the best articles from other categories. Readers often prefer fresh, breaking stories from other areas over older content in the same section.

The best systems also play with design to create variation, using different layouts and formats to keep things fresh. A big trend we’re seeing now is how publishers even create multiple versions of the same content, tailoring it for different users to make it feel more relevant.

Conclusion

At a time when social platforms reduce fact-checking and feed users more of the same political content, informed personalization stands as a beacon of responsible, human-driven curation. It respects editorial judgment, fights echo chambers, and aligns with broader goals like loyalty and subscription growth. Above all, it keeps journalists in charge of the news experience. Remember, you’re in the media business. But your currency is trust.

Advertising | Industry-Research | Revenue | Supporter Spotlight

Are legacy channels starting to hijack digital budgets?

In the first eight months of 2024, digital channels captured $107 billion in media spending, or nearly two-thirds of all available advertising dollars in the U.S.

Is it the end of the road for legacy advertising channels like print, TV, radio or out-of-home?

Keeping track of media spending

I’ve spent the past 20 years working in advertising, on the buy side, sell side, and right in the middle as a third-party data provider. I can’t recall a time when the industry didn’t predict that digital advertising would one day overtake traditional advertising. In the U.S., that threshold was reached in 2019 — to no one’s surprise — and digital media now accounts for 65% of all media spend around the country. But over the past year, I’ve noticed a fascinating new dynamic at play.

It appears that new digital channels aren’t stealing media dollars from traditional channels like they might have done in the past, but from other digital channels.

At MediaRadar, we monitor millions of brands around the clock and keep track of their day-to-day media investment decisions. We help advertisers understand what their competitors are up to and publish regular public reports on the state of the industry. We just released a new comprehensive report that shows that digital channels are continuing to grow, but at uneven rates, and that some traditional channels are surprisingly resilient, against all odds. For media executives looking to stand out in an incredibly crowded media environment, the strategic implications are momentous.

Digital channels dominate media spending budgets

There’s no question that digital media still dominates media budgets across most industries — from CPG to department stores, automotive, quick-service restaurants (QSRs), tech, or financial services. Digital channels like paid search, mobile, or paid social offer advertisers superior targeting capabilities, immersive user experiences, and a direct link to crucial outcome metrics like sales and new subscriptions.

Paid Search, for instance, grew 6% for the Jan-Aug 2024 period compared to the same period in 2023. Mobile grew 9% and display advertising 20%, buoyed by their versatility along the whole consumer journey (from top-funnel brand awareness campaigns to bottom-funnel sales conversions) and a mature programmatic ecosystem.

Traditional channels show resilience

Traditional channels aren’t growing as fast but they’re holding their ground. Linear TV, for instance, experienced a 3% increase in spending in 2024, driven by the continued appeal of high-profile sporting events and record-breaking political ad spending. These events draw large, engaged audiences to linear TV, and that won’t stop anytime soon now that TV rights for the NFL and NBA have been renegotiated.

Local radio remained relatively stable too (it declined by 1% in 2024), offering consistent reach for both local and national advertisers. Its ability to target specific geographic areas with tailored messaging continues to make it invaluable for local businesses. 

Where to draw the line?

What should we make of new media channels like over-the-top (OTT) streaming, podcasts, or retail media? Are they new digital channels or digital reincarnations of traditional media channels with a different distribution method?

We’re starting to see some evidence that much of the money being poured into OTT these days isn’t coming from linear TV budgets anymore but from other digital channels, like online video. Similarly, podcasts aren’t cannibalizing local radio, and retail media isn’t growing at the expense of in-store advertising. Those new channels are as much a threat to digital media dollars as they are to traditional media dollars.

Traditional media channels are reinventing themselves for the digital age, and the line is starting to blur between traditional and digital media. At the Upfronts and NewFronts this year, streaming will be a central part of the conversation, not just a sideshow, and it will be crucial for media executives to offer combined audience packages that integrate the reach of traditional media with the targeting capabilities of streaming platforms.

Cross-channel synergies are the future

With so much fragmentation in the media environment, it’s become extremely difficult for brands to reach their target customers and prospects. Omnichannel marketing has become a top priority for them, which means that media companies need to collaborate more with one another to present a united front — from planning to activation and measurement.

Now more than ever, a well-balanced media mix is crucial for advertisers to maximize reach and engagement. Digital channels like paid search (24% of total media spend), mobile (14%), or paid social (10%) are leading the charge. But traditional media like linear TV (23%), radio (3%), and even print (6%) still hold significant value, especially near the top of the funnel. It’s time to develop more cross-channel synergies so that advertisers may curate a consistent and engaging user experience across all the touchpoints in their media mix, captivate consumers, and nurture long-lasting relationships with them. AI and advanced analytics can help, but only if the strategy is clear.

So yes, after years of digital channels hijacking media dollars from legacy channels, legacy channels are now flipping the script and reinventing themselves on the back of digital channels. In 2025 and beyond, let’s not talk about who is stealing what share of voice from whom anymore. Rather, let us focus on working together to meet advertisers’ objectives and deliver a better all-around consumer experience. The advertising pie will take care of itself.

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.

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