Can publishers alliances be the future for digital advertising?

RICHARD FOSTER | March 3, 2020

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InfoSum's Richard Foster argues for a new approach to data that ensures a flexible and collaborative working relationship between publishers and advertisers, without the hang-ups associated with ID alliances as they currently exist. The digital giants had a bumpy ride in 2019, facing fines for anti-competitive behavior and continued scrutiny over data privacy. But this doesn’t appear to have hindered the big three, Facebook, Amazon and Google, which are expected to account for 70% of digital advertising spend in the US in 2020. For media owners, competing with the mega-platforms has always been a challenge. Many elected to work with the big players; and now find themselves dealing with tighter and tighter browser restrictions.

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FordDirect

FordDirect (http://forddirect.com/dealercenter) is a joint venture between Ford Motor Company and its franchised dealers to create a comprehensive Web presence for dealers and provide digital marketing services that help dealers sell more cars and trucks. Sales from FordDirect Internet referrals represent nearly 20 percent of Ford Motor Co. retail sales

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Spotlight

FordDirect

FordDirect (http://forddirect.com/dealercenter) is a joint venture between Ford Motor Company and its franchised dealers to create a comprehensive Web presence for dealers and provide digital marketing services that help dealers sell more cars and trucks. Sales from FordDirect Internet referrals represent nearly 20 percent of Ford Motor Co. retail sales

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