MONETIZING CONTENT

Leading Internet technology company AppNexus is helping “publishers to monetize their content, and ensure financial remuneration for their investment in quality journalism and drawing in audiences”. Will this fuel the creation of ‘content for clicks’ and disguised advertorials that will erode the respectability of journalism? We ask Mr. Samir Shergill, Vice President of Global Markets at AppNexus.

“The answer to this problem is not finding easier or sneaky ways to monetize content, but establishing a level playing field between content creators and walled garden platforms. AppNexus advocates for a market structure where publishers do not need resort to click bait or bot traffic, but instead are able to monetize quality content in a manner that supports their business and newsroom.

“Creating open ecosystems is crucial – the Facebook and Google duopoly attract a vast percentage of global digital spend. Yet neither company employs journalists or editors, and they don’t produce their own films, music, or games either. The AppNexus platform works by supporting independent publishers, advertisers, and e-retailers that comprise the open internet – a major factor in its selection by SMX.

Another method of monetisation that’s gaining traction in APAC is header bidding. Header bidding is a proven revenue-increasing technology that dramatically improves upon the old waterfall set-up for publishers. By allowing multiple ad exchanges to bid on a single impression at the same time, header bidding lets the publisher determine the true market value of its impressions, thereby enabling the publisher to maximize their yield. AppNexus supports the most widely adopted open-source header bidding solution, Prebid.”