Google and Facebook are expected to control 51 percent of online ad revenue in the U.S. this year, a number no single publisher can hope to compete with. To stay competitive against these platforms, more publishers are partnering, Digiday’s Ricardo Bilton writes. Publishers such as The Huffington Post and Mental Floss have created link-sharing agreements with other websites, while other publishers are creating advertisement-selling alliances.
+ Earlier: In early 2015, The Guardian created Pangaea Alliance, a programmatic ad sales network with CNN International, Reuters, Financial Times and The Economist designed to help publishers sell advertisements at a larger scale
The post Facing threats from big platforms, more competing publishers are partnering with each other appeared first on American Press Institute.
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