"We're going to figure out who your readers are, we're going to find out what other websites they go to that are way cheaper than your website and then we're gonna pull our ads from your website and move them there."
Ad tech has put publishers in an awkward position and given the realities over the last decade, is there any wonder why there's been an explosion in content farm practices or a massive explosion in ad blocker usage? For publishers, quality journalism isn't guaranteed to pay off where it matters most: the bottom line.
Overall, programmatic display and video ads – ads that are sold through automated channels – garnered lower quality ads impressions than ads bought and sold through a direct relationship with a publisher, according to a new Q1 2016 study by Integral Ad Science.
Podcasters have this figured out already, and it's why audiences are so engaged. If a publisher wants to make sure audiences are getting the best possible experience, they need to make sure they're serving the highest quality ads. The only way to do that is selling advertisements direct to advertisers.