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.
The post Why The FT Says Open Web Programmatic Isn’t Worth Its Attention appeared first on AdExchanger.
More Stories
Don’t Be Distracted By Cookie Drama. Google’s Search Changes Are The Real Existential Threat
Disruption, innovation and staying relevant: Teasers for thought leader’s upcoming NZ talk
How Maker’s Mark and Doe-Anderson Built a Brand Over 50 Years