"I think it could be a good thing - in time," said a publishing exec during the second day of the Town Hall. Initially skeptical, they worried about transparency in the curation process, indicating this could dilute control over ad inventory. However, they began to see that curation might address significant business challenges—especially the concern of being sold alongside less reputable sites. Curation offers a potential solution to this dilemma of maintaining premium brand integrity in advertising.
As a premium publisher we don't want to be sold alongside sites that are gaming the auction, and so curation solves that problem for us," the exec continued, pointing out that curation allows for more strategic selections in ad placements, which can assure advertisers of quality environments for their ads. This highlights the balancing act publishers are trying to achieve: maximizing revenue while safeguarding their reputational standards in a competitive ad landscape. The tension between these two aspects became apparent during discussions at the Summit.
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