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