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Blockthrough's Marty Kratky-Katz: "Adblocking is not a zero-sum game."

By Alicia Chin on Mar 21, 2019 7:30:00 AM

 



Early this year, Marty sat down with PubExec to talk about the magnitude of the adblocking problem for publishers and the revenue recovery opportunities that arise.

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Pub Talk: Ad News for Publishers

By Alicia Chin on Mar 12, 2019 10:00:00 AM


What we’ve learned this Week 

Apple is driving home the user privacy message, while Facebook continues to feel the wrath of advertisers. Advertisers and publishers strategize as Google moves to first-price auction. Here are our findings:

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Infographic: Could an extra $690K a year keep publishers from cutting jobs?

By Marty Kratky-Katz on Feb 20, 2019 11:50:00 AM

The fallout from the latest round of media layoffs -- this time, it’s Buzzfeed, HuffPost (Verizon) and Vice -- has people asking some hard questions about the future of publishing.

How does such a brutal market shape the future of “contributed” vs. staff-created content? What does it mean for programmatic and data-driven ad strategies? Or even for the state of democracy in America (and around the world) overall?

All good questions, but I’ve been thinking about one that’s a little less lofty and more down to earth: In a market where even the smallest quarterly revenue gap can cost a reporter, or an ad ops manager, or an account executive their job, why would any publisher leave hundreds of thousands of dollars worth of revenue on the table?

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Adblock Users Aren’t All the Same - So Stop Treating Them as if They Are

By Marty Kratky-Katz on Feb 8, 2019 7:30:00 AM

 
What’s worse than showing consumers ads that they don’t want to see? Writing those consumers off entirely and assuming they’re part of a large and ever-growing class of “unmarketables,” rather than understanding the nuances associated with adblocking behavior.
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Two Publisher Monetization Trends to Watch in 2019

By The Blockthrough Team on Jan 24, 2019 7:00:00 AM

 



Here is a synopsis of two key trends that will shape publisher monetization over the next 12 months (including some context from industry trades like Digiday, Adexchanger and Exchangewire).

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