The trend: The digital advertising market is still contracting as it deals with addressability issues and recedes from pandemic highs, prompting marketers to strike more deals directly with publishers rather than purchase ad space on open exchanges, per Digiday.
Publishers swoop in: The redistributing of ad dollars across different formats is aiding the embattled publishing industry—or at least benefiting those at the top.
The big takeaway: The addressability crisis has created a respite for some digital publishers who have been reeling from years of dwindling ad revenues, but the publishing industry’s misfortunes are still far from over.
This article originally appeared in Insider Intelligence's Marketing & Advertising Briefing—a daily recap of top stories reshaping the advertising industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.