Sunday, December 3, 2023

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    For premium publishers, proving an advertiser’s return on investment is more important than ever

    One of the top takeaways from this year’s Digiday Publishing Summit in Key Biscayne, Fla. was that while ad revenue is starting to flow back into the market, advertisers are asking for more proof that they’re going to get a return on their investment from their publisher partners.  

    Between the on stage sessions and the publisher town halls that took place during DPS over Sept. 18-20, media execs made it clear that KPIs are changing, particularly for those who work for companies that consider their inventory as premium, vs. made-for-advertising (MFA).

    With the impending removal of third-party cookies on Google’s Chrome browser, publishers are looking for replacements, be it alternative identifiers or first-party data, that will prove programmatic campaigns perform just as well post-cookiepocalypse. But on the direct-sold side of their advertising businesses, execs from Condé Nast, Blavity Inc and Apartment Therapy Media talked about how they’re being asked to guarantee better ROIs for advertisers as they compete for precious ad dollars.  

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