Banner Ad Middlemen Beware
Times are a changin’.
Both publishers and advertisers have been complaining about the problems with banner ads for a long time. As illustrated by some of largest publishers, some radical shifts are ahead. Not everyone is going to be happy about it:
“If you’re one of the exchanges or the middlemen and the industry goes this way, you absolutely should be scared,” he said. “Ad tech companies that are helping in the ecosystem will be fine. I think the ones that won’t are those that have been arbitraging this really bad publisher behavior of just creating more and more inventory and devaluing the entire ecosystem.”