Publishers are concerned about the bottom line and revenue sources during the crisis.
This piece argues publishers are preferring vendors that are backed by big companies like Primis to have stable revenue streams during the economic instability. Big venders are agile and well equipped to effectively handle the economic downturn and keep the revenue streams unaffected.
Publishers are also adding new types of ad units and ad programs across platforms to reduce their reliance on one particular format and earn additional revenue streams. Adding digital, video and native advertising content can help publishers update and streamline their programmatic advertising operations.
The article states though there is an increase in content consumption during the lockdown – Video in particular – premium ad placements are facing a downfall. Publishers are refraining small vendors for the fear of delayed or no payments as they are financially more vulnerable amid uncertainty.
[3 minute read]