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The Publisher of The Future Looks Like An Agency Too

The Publisher of The Future Looks Like An Agency Too

Published by Leonardo Calcagno

On the Web, brands are now looking for ways to reach consumers through content and experiences, as opposed to straight-up, easily ignorable banners.

That’s good news for publishers, whose experience and expertise in creating and distributing content makes them ideally placed to do so for brands. A growing number of publishers are building out their own branded content divisions, paid media operations, brand strategy units, and digital production services in-house. Brands need no longer rely on agencies to help them reach and engage their audiences, they can turn to publishers instead. Article continues at digiday.com

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