The Pandemic Is Testing Ad Tech's Business Model

Subscription revenue offers some stability in these uncertain times


The coronavirus pandemic has highlighted the volatility of the typical revenue model in ad tech, whereby companies are largely reliant on taking a percentage of media spend and is accelerating the push for more stable modes of income.

In late May, Comcast, Charter and ViacomCBS took equal control of Blockgraph, an advanced TV identity product that Comcast had been building for three years. CEO Jason Manningham said the newly minted company is focused on licensing its technology on a subscription basis and doesn’t want to take a chunk of client’s media spend.

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