No Longer Just Purveyors of Ad Space, Publishers Must Learn to Sell Their Content Expertise

Forrester predicts that 2018 will be the year that the display advertising bubble bursts, and that brands will significantly reduce their ad spend. In a recent report sharing 2018 forecasts, Forrester writes, “CMOs can’t defend underperforming media spend focused on customer acquisition as churn rates escalate or stand idly by as digital platforms threaten to disintermediate their relationship with customers.” This could spell a tough year for publishers, many of which rely heavily on display advertising to keep their businesses afloat.