Publishers Test More Frequent Ad Price Changes

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Ad buyers have gotten used to many new things in 2020 and as the year rumbles towards a close, several large publishers are hoping that more frequent changes in ad pricing becomes yet another new normal.

After surging traffic and declining ad spending compelled many publishers to drop ad prices this spring, sometimes by as much as 20%, a growing number have begun going the other way, upping their prices ahead of periods of anticipated demand, according to several buy- and sell-side sources.

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