This is a byline I wrote for PerformanceIN. While PerformanceIn is an advertiser focused publication, publishers are a critical part of the ecosystem so their woes should be of concern to advertisers.
The gold rush to programmatic created a digital “tragedy of the commons,” with too many publishers providing too much inventory supply, and CPMs began to plummet. This might sound like a good thing for advertisers – after all publisher revenues are advertiser costs. But publishers are supplementing their falling revenue simply by placing more ads. This hurts the reader experience, erodes trust, and reduces ad performance due to systemic “ad blindness.”