A seismic shift happened in the 2010s: Platforms took control of audiences away from publishers and brands. The result is the need to pay-to-play, which comes with a host of challenges. Brands need to find ways to efficiently expand their reach, while publishers need to create sustainable revenue streams that don’t fully rely on volatile organic traffic sources.
Enter branded content. Not a new concept by any stretch of the imagination, but one that is increasingly becoming a key pillar of revenue for a lot of publishers.