Commentary

What Makes A "Premium" Publisher?

For ad buyers, what constitutes a “premium publisher,” today? For Cramer-Krasselt, premium means a top publisher that can “bring [one its brand client’s] strategies to life,” according to Lisa Purpura, VP and Director of Digital Strategy at the agency. Perhaps even more important that the name of the publisher (and its associated prestige), “It’s about the experience,” Purpura told attendees of OMMA’s Premium Display conference, on Tuesday. Purpura, for example, recently worked closely with MLB.com to create an original experience for Edward Jones Investments. The “Edward Jones Chatty Cage” show, so-called, gives lucky fans “face-to-face” interactions various major leaguers.

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