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Why some of the largest publishers are breaking up with ad tech middlemen

October 25, 2022

Via: Digiday
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The prospect that publishers might walk away from ad tech vendors once seemed laughably remote. When it was mentioned at all it was mainly a negotiating tactic aimed at securing favorable commercial terms for publishers. Nowadays, there’s real intent whenever these moves are discussed.

Look at Bloomberg Media, for instance. A few years ago it would’ve been unthinkable for a publisher like that to say bye-bye to the money it got from a content recommendation ad tech vendor, let alone openly talk about it. And yet that’s exactly what it did earlier this month. It told AdWeek that it ditched Taboola — the source of a lot of cash it got in exchange for letting ads redirect traffic away from its site.

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