During my time within the newspaper publishing industry and working on marketing campaigns, I noticed some changes in the advertising industry.
- First, the Internet had a huge impact on the publishing industry. It created two opportunities. One, the Internet made it extremely easy to publish stories and articles online. Two, it made it easy to reach a large audience within a short period of time.
- Second, the invention of new advertising platforms made it easier to conduct advertising transactions online. These new platforms aggregated publishers of content and advertisers interested in reaching the publishers audiences. By doing so, advertisers could go to the platform and enter their campaign criteria for purchasing advertising, and publishers could enter their criteria for selling advertising. All this could be done in minutes with the click of a mouse. The platform would then automatically match the publishers with advertisers. This created a very efficient marketplace for selling and buying advertising.
- Third, technology companies developed platforms that allowed publishers and advertisers to track, measure and optimize advertising campaigns.
So what’s the point?
As more and more advertisers become knowledgeable about advertising platforms, they will realize that they can get great rates while reaching their targeted audience. They will also save time because they don’t need to negotiate deals with multiple publishers. And, they will have the ability to optimize their campaigns to generate more revenue.