How to save TV from digital implosion

Press   |   Lorne Brown

Advertisers and print publishers missed the boat when websites overtook magazines and newspapers nearly two decades ago. Print publishers mainly took a “wait and see” approach and failed to work together to create common metrics and quality standards. They also waited too long to up their technical chops. Advertisers raced into the open arms of cheap digital alternatives. What used to be a channel of premium content and contextually relevant advertising has turned into a relative nightmare for everyone involved. While there’s still plenty of good content out there, the problems with display advertising are almost too numerous to list, but I’ll name a few anyway: a glut of nearly indecipherable content options, low-viewability, non-human traffic, click fraud, discrepancies, and make-goods, not to mention manual labor, low profitability and meager performance.

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