Scale. That’s the dirty five-letter word that keeps advertisers and agencies spending their budgets with Google and Meta. Even the largest and most prestigious publishers can’t come close to delivering that kind of scale. But one area where publishers have an advantage over the duopoly is content.
Ad tech companies are looking to expand beyond the content recommendation box to run display ads across the open web. Taboola and Outbrain have been closing acquisitions to make it happen – but other public companies like Google, Apple and Amazon are financially poised to compete, writes Alon Rosenthal, CEO & Founder of WhizzCo.
In the content recommendation box, it often feels like we’re being shown too many click-baity articles about former child stars and much less content from top brands, writes Alon Rosenthal, CEO and founder of WhizzCo. Which begs the question: Where are the brands? Are ad quality concerns keeping them away?
Content recommendation doesn’t have the best reputation. It’s primarily known for spammy clickbait around the web. But it doesn’t have to be that way, said Alon Rosenthal, CEO and founder of WhizzCo, a startup that allows multiple content recommendation vendors to compete for native inventory so publishers can maximize their yield. Typically, publishers only work […]
