It’s still hard to make money off news content. The problem, according to Refinery29 Co-CEO Philippe von Borries, is news isn’t advertiser-friendly — but it is critical for credibility. The tumult in the ad market will more likely to affect media brands mostly dependent on news content, he said.
Jason Kint, head of publisher group Digital Content Next, believes the ad blocking crisis is a terrible opportunity to waste. This is a chance for publishers, leaning on their direct relationship with their audience, to take back power from the array of tech intermediaries and platforms that have siphoned off most of ad revenue.
The Association of National Advertisers long-awaited report on lack of transparency in the media industry cast much of its blame on the convoluted way the industry is structured, giving cover to bad practices.
But for Interactive Advertising Bureau CEO Randall Rothenberg, clients themselves need to shoulder a good part of the blame for problems in the system. It is their responsibility, in his view, to be more technologically adept and to manage all of their partners, from agencies to ad tech providers.