Digital advertising remains an essential element of publisher monetisation strategies, but the way ad inventory and demand partners are managed is evolving.
A recent report from Reuters Institute explains that although subscription models are gaining favour they are unlikely to fully sustain businesses, leading publishers to review and evolve advertising strategies to ensure the financial viability of quality content creation. Some users are prepared to pay a fee for premium content, but the ad-supported model will still be the most likely option for the majority.
So how do publishers best manage their ad inventory, and how can they balance the need to generate ad revenue by providing a positive and respectful ad experience to their audiences?
Source: Digital Marketing Magazine
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