Don’t just see yourself as a supplier of inventory. Publishers have so much more to offer than that. Publishers have reader relationships, and publishers have advertiser relationships. This means publishers are in the perfect position to benefit from programmatic advertising – more so than anything else to come along so far.
Programmatic advertising is a battle for market share. This is not just within display advertising, but a fight for all digital marketing budgets. Publishers can take a piece of that, even from the big boys.
Data is everything, and audience is data. As a publisher, you are in a position to speak to your readers on your terms and engage with them the way you need to.
You need to make sure your data is better than everyone else’s.