As any publisher will tell you, digital media is a tough business. Quality content is expensive to produce, and the revenue that individual publishers generate from advertising has been on a steady decline as more brands shift their spend to Facebook and Google. The duopoly, as they’re commonly referred to, now account for more than 60 percent of U.S. digital ad spend.
Not only have Google and Facebook perfected a system in which they use third-party content to bring in advertising revenue, they’ve also mastered monetizing their user base. Take Time Inc., for example.
