Reach and revenue: How programmatic is benefiting The Economist
Brian Carruthers
Warc
The digital revolution continues to exercise traditional publishers. If the early – and still ongoing – debate was about paywalls versus ad-funded free content, at least consumers were likely to come to a site they actually owned. But the rise of social media and the development of products such as Facebook's Instant Articles have shifted the ground from under publishers' feet.
As publishers see their audiences becoming more dispersed and more likely to encounter titles on a range of platforms, so they are exploring how technology – and...