""Everybody is maybe a fifth of where they were three or four years ago in reach. If no one's clicking from search and Facebook referrals are gone, you're hollowed out.""
""In the past, they could only respond to $200,000 of a $500,000 RFP. Now they can go after the full thing, but only if they can check every box.""
Multicultural publishers are under pressure to expand their audiences due to declining referral traffic and reduced diversity budgets. Tools like AdGrid's Audience Accelerator are being utilized to activate first-party data across various channels, helping publishers meet RFP requirements. The decline in referral traffic from platforms like Facebook and the impact of zero-click search are significantly reducing reach, making it challenging for publishers to maintain relevance and revenue. As a result, many publishers can only fulfill a fraction of RFPs compared to previous years.
#multicultural-publishing #audience-growth #digital-advertising #referral-traffic #diversity-budgets
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