|Despite Calls for Quality, Publishers Can’t Escape the Scale Trap
Condé Nast exec and Interactive Advertising Bureau chairman Jim Norton got a hero’s reception at the IAB’s Annual Leadership Meeting in January when he called on brands to make sure their ads only appear next to quality editorial content in the face of clickbait and fake news.
Quality may be the rallying cry of 2017, but scale is far from dead in digital media.
Scale counts for ad-driven publishers that are trying to monetize their way to being acquired or going public. And it still matters to those on the buy side. Unique monthly visitors is still the starting point of a conversation with a brand or agency. It’s why some publishers such as Vice still roll up independent sites in their comScore audience total.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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