November 2, 2024

Programmatic

In a world where nearly everyone is always online, there is no offline.

Why The FT Says Open Web Programmatic Isn’t Worth Its Attention

The Financial Times has long avoided chasing open web programmatic ad revenue. Now, with signal loss prompting a renaissance for contextual targeting and direct deals – and with momentum behind attention metrics, of which the FT was an early proponent going back to 2015 – the publisher’s longtime strategy seems prescient. Brendan Spain, the FT’s VP of advertising for the Americas, spoke with AdExchanger.

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