Media Buyers Are Cautiously Optimistic About the Latest Run of Media Company Mergers

It's not all about the scale

Within days of one another, three pairs of media companies announced that they would be joining forces. The pairings include Vox Media and New York Media, Vice Media and Refinery29 and Group Nine and PopSugar.

Overall, these proposed media mergers have buyers excited, because it could mean more opportunity for innovation, better technology and an easier process for them to purchase inventory, some buyers told Adweek.

Publishers aren’t making any promises yet about what kind of packages they might be able to offer advertisers if these mergers go through.

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