Digital publisher advertising revenue has been in decline, particularly hard hit by the COVID-19 pandemic as advertisers began canceling accounts or drastically scaling back. Publishers have pivoted to other revenue models and made tweaks to their own ad monetisation strategies in response.
One model that many publishers have increasingly looked to is that of advertising alliances, in which they can pool their resources together for stronger ad networks and revenue. Some of these work, while many fail. In this article, we’ll take a look at best practices with publisher ad alliances and some case studies of success stories.