IAB Confab: Future of Branded Sites Unclear

So, are Web publishers totally screwed — or aren’t they?

That’s not the official theme at the Interactive Advertising Bureau’s annual meeting (it’s actually “Revenue: the Next Wave”), but it appears to be the reigning question at the event, which is being held this week in Carlsbad, Calif.

Based on the topics discussed by various speakers thus far, the future of ad-supported traditional branded sites is very much up in the air. The ongoing threat of ad networks, exchanges and demand-side buying platforms turning sites into commodities has many asking scary questions — while others are expressing steadfast defiance.

via IAB Confab: Future of Branded Sites Unclear.

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