South China Morning Post's Digital Revenue Fell 25% After Leaving the Open Exchange 

The publisher is still on track to make up what it lost


It takes a strong stomach for a publisher to pull inventory out of the programmatic open marketplace, especially after an erratic year. But news publisher South China Morning Post (SCMP) is starting to see the benefits of its decision to take more control of its advertising.

After withdrawing from the programmatic open marketplace in Asia at the start of 2021, a quarter of South China Morning Post’s digital revenue disappeared overnight. Now, the publisher says it’s on track to make up that revenue loss over the next few months, thanks to clients buying its inventory through programmatic direct and programmatic guaranteed deals at a fixed price.

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