For publishers of journalistic websites who offer contextual advertising, the rise of programmatic advertising represents a particularly big challenge: They risk being demoted to mere suppliers of ad space, as data points for determining target groups can be purchased separately. Publishers can only overcome this challenge by taking the plunge into programmatic, data-based selling — and buying.
CITATION STYLE
Münstermann, H., & Würtenberger, P. (2016). Programmatic Disruption for Premium Publishers. In Management for Professionals (Vol. Part F582, pp. 25–36). Springer Nature. https://doi.org/10.1007/978-3-319-25023-6_3
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