How Publishers Can Make More Money With AdTech
Summary
Putting content behind a paywall has been a global trend, although it may change in the upcoming years as one-third of U.S. consumers feel overwhelmed by the quantity of subscriptions they must handle. It’s a popular model that benefits both parties as users can access content for free and publishers and media businesses can generate recurring revenue. According to Reuters Institute’s Journalism, Media, and Technology Trends and Predictions 2022, display advertising was considered an important source of income by 81% of publishers in 2020 but this dropped to 73% in 2022. However, publishers who fully rely on advertising need to constantly maintain their website’s performance and focus on the UX, for example, to appear higher in Google Search’s rankings to attract visitors. Examples of companies that would have matching audiences include: Demand-path optimization (DPO) is a process by which publishers analyze the path that media buyers (advertisers and ad agencies) take to purchase their inventory.
