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| Excerpt: Today, most leading newspaper publishers have a parallel structure in place for digital advertising that mirrors their print ad sales organization. This means the digital advertising setup has its independent departments for ad selling, ad booking, composition, accounts and billing and so on- a completely avoidable duplication in resources and infrastructure. The platform on which print and digital ads get booked are also standalone, resulting in the absence of a single view on the total ad inventory across print and digital properties. An integrated sales approach is also missing- so a customer running a campaign across print and digital properties is not incentivized through any consolidated rates. This is clearly a huge opportunity that publishers are leaving behind on the table. |