The rise of discerning publishers: Ad tech vendors face increased scrutiny

The rise of discerning publishers: Ad tech vendors face increased scrutiny

Somewhere amidst all this uncertainty in the ad tech sector, publisher nervousness has transformed into cautiousness.

Additional coverage:

• People have used OpenAI’s ChatGPT to bypass publishers’ paywalls. So how can publishers protect their subscription businesses against generative AI chatbots siphoning their subscriber-only content?
• Chipotle’s partnership with Evo shows how brands are beginning to realize the natural engagement and marketing value of the fighting game community.
• Generative AI has taken the industry by storm. However, clients aren't sold just yet.
• Independent agencies are finding a niche in developing their measurement capabilities leveraging marketing mix modeling — and it is helping them differentiate from the holding companies and smaller agencies.
• Vegard Johnsen has spent the past decade on tools related to ad-fraud, ad-blocking, data privacy and content monetization.