Audience buying does not signal the end of premium publishing, but it is ushering in changing ways of doing business, says Mac Delaney, SVP of Programmatic at SMG Global, at the recent Beet.TV executive retreat. Efficiencies, pricing, yield and CPMs are radically morphing, but publishers are still creating content and that content will still be quite valuable for marketers, he says.
“You may have disruption. You can have a band of publishers that has had direct sales, and that might change,” he says. For example, the type of packaging might become more data-driven, he says. “If publishers don’t pivot quickly — maybe it’s changing your sales force, it might mean missing a quarter — but that will put them in a better position with marketers.”
Delaney was interviewed by Gian Fulgoni, Chairman Emeritus and co-founder of comScore.