Just like any industry, the media and publishing industries have been going through turbulent times. The innovation cycle is led by a few platforms, and publishers are at the mercy of the algorithms. This has been a vicious cycle ever since the term ‘digital transformation’ was coined, and it has meant that publishers needed to have digital presence.
This lasted for a few years and eventually technology, market dynamics, competition and user behaviour evolved faster than most of the traditional media houses could keep pace with. Print circulation became traffic on websites; million-dollar campaigns became programmatic; users opted out of reading and in to video consumption; viewability, seg
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