“We’re very beholden to exchanges. That’s where pretty much all of our revenue comes from. That means our brand has changed a lot. It’s a conundrum for us. We developed an audience of millions on a budget of about $50,000 a month. There was a lot of upside to being honest, and it created a huge emotional connection. It seems like this was the right way to go. Now, we’re in this position where we’ve had to tone down that honesty and authenticity. Our site really feels like a lot of content out there, and that has an impact on our ability to differentiate when it comes to raising money. This brand-safety concern is really furthering the race to the middle.”
— Anonymous, 'We've had to tone down our honesty': Confessions of a publisher on brand-safety concerns
Tagged: Digiday, Publishing, Brand Safetly, Building a Brand, Programmatic Advertising, Confessions
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'We've had to tone down our honesty': Confessions of a publisher on brand-safety concerns digiday.com

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