• As an industry, we’ve been led down a path of lots of complicated and expensive technology. And while it has worked, as advertisers have access to a plethora of different avenues, it’s harder for publishers to get the margin and yield needed from your assets. The ad tech industry has to work harder to reduce barriers – and publishers need to take ownership of their own ecosystems more effectively.
• If you can’t measure it, it didn’t happen. Joined-up reporting is more essential than ever to deliver against advertiser requirements and to guide editorial strategies.
• At the end of the day, data points are people – but people are more than their data points. You need a holistic approach that breaks data out of its siloes and blends advertising data with polls, eCommerce, and more to have a 360-view of your users that can be served to publishers in meaningful ways.
• We need to reframe the conversation around sustainability in advertising and media. We’ve never optimised campaigns for sustainable KPIs before, so we shouldn’t expect fantastic returns straight away. Incremental wins are still wins – and they add up quickly.
• As video consumption evolves, publishers are facing a challenge about how to create content. Do you create something that can be pushed to all platforms, in all formats? Or do you focus on one aspect and do it really well? Whatever you choose, make sure you get started doing something. Don’t be paralysed by fear.

Related Reading

Video adspend outpaces total digital growth in H1

Presentations

Bitesize Videos

CRUNCH is a series of four events where publisher members can come together with their contemporaries and the industry for

• Collaboration to progress key industry issues
• Inspiration and learning
• Networking