Emergence of First-Party Web Calls for Media Owners’ 2nd Digital Transformations | Adweek
The last five years haven’t changed media monetization. Subscription and advertising channels have been active for decades, but they are forcing media owners to revolutionize the way their organizations are set up to successfully face the current challenges.
It’s not a philosophical nuance. Simply put, the alternative is death by the recent wave of privacy regulations and technical limitations.
A new, radical, structural transformation is needed.
From paper to pixels
For traditional media owners, the epochal shift from paper to pixels came with struggles to adapt and a serious blow to their finances. The approach to digital and the concept of “free” also meant, for most, a single revenue channel: programmatic advertising.
You can continue reading on: https://www.adweek.com/programmatic/as-ad-industry-embraces-first-party-web-media-owners-must-modernize-structure/