The biggest problem with Internet advertising is a lack of character. All our problems are self-inflicted, triggered by decisions made by digital ad leaders who continue to choose the path to easier money over the moral high road.
These days, online publishing has become a tough business. Competition for the reader's attention is fierce, business models are falling apart, trust is eroding -- the list goes on. If you feel like commiserating with fellow publishers at your next networking event, or if you want to explain to your loved ones why you are losing hair prematurely, here is a handy-dandy list of reasons you can cite.
Publishers, much like marketers, are looking for more precise ways to engage the right audience on their platforms. This has led to a new category of traffic enhancement: the social influencer. The seeding of content through social influencers, when done correctly, is now as scalable as the old-fashioned AOL home page link. This is especially true when targeting the coveted millennial audience.
First, let's define "work" in the context of old-media publishers and how buyers agreed to define it. Pre-new media, the definition of a "publisher working" was primarily defined by how many people consumed the content a publisher produced in any media, and the depth of this consumption. The beauty of this old-media definition of working was the proper alignment of incentives. Whether you were a publisher or an advertiser, investing in better content produced deeper connections with consumers. As a result, publishers made more money, and advertisers felt better about spending it. When new-media publishers arrived, driven by the frenzy …
Worrying that sponsored content will erode reader trust is as if Captain Edward John Smith of the Titanic had run around on the upper deck worrying about open portholes, after an iceberg had ripped open the side of his sinking ship.