The programmatic strategies that once worked before the COVID-19 pandemic may not be working so well now. Internet browsing is up as more segments of the global population are ordered to remain home and are thus spending more of their day online. However, this surge in traffic is not always a good thing for publishers, as many are finding it hard to monetize on that traffic.
Several categories of advertisers have cut back on their ad spend in this uncertain climate. My team recently that travel, sports, and science advertisers have had some of the biggest drops in ad spend since the global impact of the COVID-19 pandemic hit the industry.
One of the most frequent comments we’ve heard from publishers over the past weeks