‘Business Is Strong:’ Some Publishers’ Returning Ad Dollars Exceed Expectations

The always volatile digital advertising market seems to be on an upswing as large publishers are seeing dollars return after a dreadful 2020. But with sweeping changes to ad targeting only months away, publisher and marketers’ direct sales conversations have added urgency.

The beginning of the pandemic saw massive drops in ad revenue as cautious advertisers pulled out of an uncertain market. Plus, rampant block-listing of news related to Covid-19, which marketers deemed unsafe for their brands, meant publishers weren’t fully monetizing their highly-trafficked content.