Mapping display trends across site and newsletter advertising — direct and programmatic

Digiday+ unlocks an edge for media and marketing leaders through a set of exclusive benefits and features. Recently, members have had access to a research series on where CMOs are investing. In this installment, Digiday+ Research focuses on an analysis of the display ad landscape and its role in marketers’ playbooks.

Get a taste of this member-only research below and subscribe for full access to the rest of this series, more original research, weekly briefings, reports and guides, member events and much more.

SUBSCRIBE

CMO Strategies: Mapping display trends across site and newsletter advertising — direct and programmatic

By Catherine Wolf, research editor

When ad spending slowed on some marketing channels in late 2022 amid talks of recession, and advertisers began to get cold feet about where and when to execute their remaining 2022 budgets, some turned to tried and true programmatic and turnkey display ad products.

During the fourth quarter of 2022, publishers and media buyers alike reported a heightened focus on programmatic and display advertising thanks to publishers wanting to highlight the quick-turn ad slots and to keep ad dollars coming in-quarter. Advertisers, as well, wanted to burn up their remaining budgets before the year concluded.

News publisher The New York Times Company even saw digital ad revenue grow in Q3 2022 compared to the same period in 2021, primarily due to higher direct-sold advertising at The New York Times Group (which does not include The Athletic) and the addition of ad revenue from The Athletic, which started serving display ads at the end of the quarter.

Recent Member Exclusives