Publishers Embracing the Marketer’s Mindset

Digital publishing is undergoing a transformational shift away from re-purposing print content for online audiences, and toward providing personalized, one-to-one interactive experiences with consumers. In addition to partnering with ad sales to drive revenue, ad operations increasingly is working with marketing teams to drive traffic, engage viewers, and develop long-term relationships with consumers. By considering ad and content experiences holistically, and understanding how audiences think about and engage with each, publishers who behave like marketers can position themselves optimally for long-term success.