Apr
22
Why Everyone From Publishers to Sports Leagues Wants to Be an Ad-Tech Company
Posted in: Uncategorized
It’s no longer enough to be a leader in content.
Perhaps to please investors but certainly for competitive advantage, media companies are increasingly positioning themselves as advertising-technology firms and putting significant money behind the assertion.
Notably, some of the most successful digital-native publishers are now launching their own ad exchanges or demand-side platforms. The tools are designed to help advertisers buy space in a programatic and cost-effective manner across many related sites — and at scale.
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