Google’s DoubleClick for Publishers—also known as the DFP ad server and Google Ad Manager—is one of the most well-known platforms for ad serving, having been around under various names for more than 20 years. But for local publishers who are frustrated with the restrictions and challenges of dealing with Google’s Ad Manager, there are a…
When most entrepreneurs launch a news website, they focus on the hard work, dedication, and technical savvy that’s necessary to get a new project up and running. But what happens next is what really determines whether a news website flourishes or fails. In order to make money from a news website, publishers need to know…
The native advertising industry is booming, and digital publishers are taking notice. According to the advertising firm AdYouLike, the native ad industry is poised to grow to $400 billion by 2025 — a 372% increase from the expected market size in 2020. With advertisements that blend seamlessly into publishers’ existing editorial flows, native advertising goes…
Clicks, comments, shares — when it comes to sponsored content, any form of engagement is a positive. But as brands get more selective in deciding where to run their sponsored content, publishers are asking more questions about what their advertisers really want to see. Sponsored content, branded content, and native advertising are all terms used…
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Display advertising remains one of the most important revenue streams for digital publishers, but the growing use of ad blocking technology is threatening to upend traditional publishing models. Ad blocking technology is not new. In fact, publishers have been warning us about the potential impact since at least 2016. The technology itself works by stopping…
“Top Doctors” lists provide a valuable service to readers of city and regional magazines, helping them research the most qualified health professionals in their communities. But these lists are more than just a resource for patients. Increasingly, publishers are finding smarter ways to monetize “Top Doctors” lists, creating powerful new opportunities for revenue diversification in…
Sports drives clicks. In communities around the country, sports coverage drives traffic to local news websites. Sports fans check in for the latest scores, and parents of student athletes are eager to see write ups of weekly games and matches. For digital publishers, there’s a major opportunity to monetize local sports coverage. Monetizing local sports…
Programmatic advertising has been generating plenty of headlines as of late, but direct sales are still responsible for many of the successes seen in the hyperlocal publishing community. Relying on their in-house sales teams, smaller publishers are finding that they’re better able to leverage local connections and keep their rates high when they pitch advertisers…
Hyperlocal publishers are in a unique position to maximize ad revenue through direct sales. The relationships that local sales reps can cultivate with small business advertisers their own communities are difficult for technology giants like Facebook and Google to replicate. However, there comes a time for many local publishers when direct ad sales are no…
An effective advertising strategy relies on a strong foundation, and for some independent publishers, programmatic advertising has become the bedrock for generating incremental income. But what does programmatic advertising really entail, and is it the right solution for every hyperlocal publisher? At its core, programmatic advertising means using software to purchase online advertising. This is…