Over the past few years, publishers have been increasingly focused on diversifying their revenue streams and prioritizing total revenue optimization (TRO) to balance tradeoffs, eliminate audience cannibalization, and maximize total revenue.
'Publishers are broadly thinking about total revenue in a way they weren't a year or two ago,' said Michael Silberman, executive vice president of media strategy at Piano. 'The market is waking up and saying, this is really important; we need to think about this differently.'
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