• by Wayne Friedman , Staff Writer, November 4, 2013

Getting out of downward spiral of lowest price impressions of publishers in the digital world continues to be difficult.

Previously, warnings of lowest price impressions will turn digital advertising into a commodity market -- not unlike buying or selling pork bellies.

Speaking at OMMA Premium, moderator Kathryn Koegel, chief of insights and founder of Steampunkt Collaborative says turning this around is creating a “halo” effect for publishers.

Andrea Ching, senior vp of marketing and promotion for CNN News Network, says for them it’s all about “tent poles” like of NCAA’s March Madness.

For many publishers, the big sale with advertisers/marketing can be aligning with a big, popular destination. “Every marketer has to create a brand,” says Robin Riddle, global publisher of WSJ Custom Content Studios. “We bring an environment that you can buy into.”