Publishers and advertisers are both fighting for people’s attention, and working more closely together as a result

With the rise of ad blockers and more competition for people’s attention, advertisers are trying to make their ads seem less like an advertisement, and even changing the way they talk about ads. At the NewFronts, companies such as Hulu and Time Inc. proposed that “ads are the products of symbiotic relationships, rather than frustrating invaders”: Time Inc. talked about how well it works with advertisers, emphasizing that it’s now a “two-way exchange” between advertisers and publishers.

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