Advertising has funded journalism and kept the lights on for democracy since the steam age.

But in recent years many publishers have pulled away from relying so heavily on automated programmatic advertising as way of funding free online news.

In this episode (sponsored by Assertive Yield) the company’s chief operating office Sherzod Rizaev explains some of the challenges publisher face extracting value from an advertising ecosystem filled with intermediaries all taking a cut.

He says publishers don’t have to passively accept declining revenue but can increase their market share by taking back control of the technology which underpins online advertising.

He said: “I’m generally optimistic about where we are heading as a publishing industry. We are moving from guesswork and patchwork to a world where publishers can operate with more certainty and precision and confidence of know exactly what they are publishing, how much money they are earning.”

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