RFP Close Rates Rise for Publishers as Buyers Look to Keep Things Simple

The normally cutthroat media industry has — in some ways, at least — been feeling a little less competitive for the past few months for top publishers.

Thanks to shorter planning cycles, as well as brands and agencies trying to work with fewer partners, agencies have been sending their proposal requests to much shorter lists of publishers than they did during the pandemic, particularly for things like branded content.

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