Tue - 12.12.2017

Making real-time bidding work for news publishers

Making real-time bidding work for news publishers

Hi-Media, a real-time bidding advertising solution provider in France, has one clear goal for its publishing clients: to continuously find new ways to grow and improve efficiency in online advertising.

Cyril Zimmermann, CEO of Hi-Media, said the company has come a long way since the Internet bubble burst in 2001. “Basically we were facing bankruptcy from 2001 to 2003, but advertising revenue kept us afloat, but more importantly that time allowed us to look very closely at the online advertising business. And while everybody thought there was no ceiling online, indeed there was. Our job was to maximise the efficiency heading up there.”

The lessons learned during that time were to figure out for publishers how best to: 1) optimise advertising inventory sales, 2) make paid content acceptable by users, and 3) stay independent from large proprietary platforms.

For more on this story, please see our Digital Media Europe blog


Dean Roper


2012-04-16 17:05

Shaping the Future of the News Publishing

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