Digital Advertising’s Uncertain Future Focuses on Publishers

A major shakeout is coming to the digital media space as downward pricing pressure squeezes out some players.

Shane Smith, chief executive and co-founder of Vice Media, said the problem is so severe that only digital publishers who are able to create and market premium-priced ads and content will survive.

“Everyone is chasing the 10 percent,” he said at Vanity Fair’s New Establishment Summit on Wednesday.