“Even for UK-specific sites, the urge to protect margins is forcing more media owners to turn to advertising networks, which gather advertising space from several sites and sell it in bulk to advertisers,” says the FT’s digital media correspondent, Tim Bradshaw.
Targeting international readers and creating subscription-based services online are also strategies being used by publishers, he adds.
Tags: advertising networks, advertising space, correspondent, digital media, media owners, online advertising revenues, Tim Bradshaw, United Kingdom
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