How The Independent is getting brands on board to advertise against breaking news


The blows to advertising revenue have been brutal for news publishers, particularly for those that are primarily monetized through programmatic advertising and don’t have subscription revenue — like The Independent’s U.S. edition.

The news cycle continuously churns up tragic events, and it makes sense that brands would be hesitant about running ads against certain topics like the death of Queen Elizabeth or the war in Ukraine. But as tumultuous as the news cycle has been, The Independent’s senior vice president of the U.S., Blair Tapper, said that brands are getting too strict with how they’re avoiding advertising against news altogether.

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