> Publishers have just decided to put all their eggs in one basket
Isn't that just the ecosystem provided by the Big Tech ad platforms? Publishers at some point very much wanted to sell ads directly as the CPMs were 10x of what they are now. Then FB and Google took over as the middlemen, pushed CPMs down, added sophisticated targeting and set the precedence for how things are implemented.
Sure the tech giants could team up with the publishers to take back control but they'd need to share more of their revenue in exchange which I am doubtful they'd go for. Not just because it means losing control but also it creates the hassle of having to deal with a fractured landscape of publishers of very varying technical acumen.
Isn't that just the ecosystem provided by the Big Tech ad platforms? Publishers at some point very much wanted to sell ads directly as the CPMs were 10x of what they are now. Then FB and Google took over as the middlemen, pushed CPMs down, added sophisticated targeting and set the precedence for how things are implemented.
Sure the tech giants could team up with the publishers to take back control but they'd need to share more of their revenue in exchange which I am doubtful they'd go for. Not just because it means losing control but also it creates the hassle of having to deal with a fractured landscape of publishers of very varying technical acumen.