In an environment where users are tired of banners and their profiling is harvested for targeting by third party data providers, partnering with publishers directly holds more worth, says Binu Varughese Mathew
The digital publishing bandwagon has been disrupted, traditional digital monetisation models are under pressure from technological factors. And it is no more about banners or rich media creatives, as those may be accessed through plentiful programmatic trading desks.
These inventory aggregators are creating new opportunities for the advertiser through organised, seemingly effective customer buckets. The publishing industry has been forced to look elsewhere to find an alternative revenue mo
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