Publishers Are Letting Adtech Kill Their Advantages

The web is the most dynamic and inventive medium to ever exist. So when it comes to digital advertising, creativity should be unbounded. A publisher should, in theory, be able to radically differentiate its media kit from other publishers in order to win direct sales and deliver unparalleled impact and performance to its partners. But they don’t — because they’ve been focused on what ad tech says publishers should do, and not the things they