Brand Safety Is the Baseline. Emotional Context Creates the Opportunity. Ask a media buyer what they mean by brand safety, and you’ll likely hear a familiar answer: we don’t want our client’s ad running next to inappropriate content. That’s a reasonable expectation. But today, brand safety has become table stakes. Nearly every premium publisher has […]
In the last five years, the average major publisher has bought somewhere between six and twelve separate technology solutions for their ad sales operation. A CRM. A yield management tool. A measurement vendor. A second measurement vendor. A clean room platform. An audience data activation layer. Something called an “AI-powered insights platform” that nobody’s sure […]
There’s a number I’ve given to a lot of ad sales leaders over the years, and it almost always produces the same reaction: a pause, then a quiet “tell me more.” Here it is: for a publisher doing $2 billion in annual advertising revenue, a 2% yield improvement is worth $40 million. Not $40 million […]
