Key takeaways
- Publishers ought to speak to ad operations teams to better understand the total size of ‘hidden’ website audiences.
- They should appoint a commercial data owner to own technology partnerships, train sales teams and communicate the benefits to advertisers and agencies.
- GDPR is good news for publishers, enabling them to package audiences and sell them to advertisers in a compliant manner.
- In the UK, Immediate Media went from now being able to see 80% of its audience, to having visibility of 80% of traffic.
Today’s advertising technology isn’t working for publishers – and that’s a challenge not...