“Many of these sites fundamentally believe that content created specifically for their editorial publishing technology is the best way to communicate to their audiences. To that end, many have built out entire groups dedicated to developing content paid for by brands–content that is presented within these sites’ editorial environments, and can be tracked and shared just like any other article or video produced by the editorial team.” A new crop of digital-native media companies is rejecting the use of advertising technology. Is that bad news for an industry that has had it share of hiccups? Or is the momentum behind programmatic advertising so strong that these sites will have to change their philosophy?
New Breed of Digital Publishers Just Say No to Ad Tech: