Category: In the News

As audience behavior evolves to include cross-platform media consumption, advertisers are responding to this shift by demanding outcome-focused, cross-platform advertising campaign strategies. To keep up with this increased demand, publishers must adopt new technologies to move forward.

The goal is to create tech stacks that address the challenge of cross-platform ad sales and improve efficiency. However, publishers often acquire tech tools piecemeal, resulting in fragmented and outdated ad tech stacks. And while each system might be able to do one or two things very well, they don’t always work well together. This means teams end up moving back and forth between several systems to perform routine tasks.

With 63% of marketers already considering cross-channel marketing a priority, according to a 2024 report from Hootsuite, solving this challenge is crucial — by the end of this year, integrated advertising strategies will no longer be optional.

Solutions are emerging to help simplify processes and improve outcomes, while providing publishers with a competitive advantage in meeting the demand for digital and cross-platform campaigns. Seamless interoperability is a must for publishers aiming to streamline ad operations. In addition, they seek to optimize campaign management processes and maximize digital, linear and cross-platform revenue.

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The AI era is coming for publishers, whether they’re ready for it or not. People Inc. — formerly known as Dotdash Meredith — is preparing for all the changes that come with AI’s impact on search and content discovery by focusing on traffic and revenue diversification, as well as direct to consumer relationships, as it lessens its reliance on Google search.

“The approach to it is pretty straightforward, but it’s actually really hard. We need to diversify where and how we gain traffic, and we also need to build … more and stronger direct to consumer relationships,” Alysia Borsa, People Inc.’s chief business officer and president of lifestyle, health and finance, said onstage at the Digiday Publishing Summit in Miami, Fla., on Monday. “That’s what we have been doing. Some of our brands are already on the other side, and some are still more exposed. It does vary by brand and by vertical.”

Titles in the health and finance category have been especially vulnerable to the expansion of Google’s AI Overviews summaries and changes to SERP, Borsa noted. Meanwhile, some titles like Travel + Leisure already had more diversified traffic sources (including search, email, Google Discover, and social) before AIOs debuted, meaning they have been more insulated from search traffic declines.

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