OpenX’s Erika Loberg: Race to Bottom CPMs Threatens Premium Content Creation

“Content creation is very expensive right now. As a consumer, I want really good content that I can keep watching in my preferred platform, but that’s expensive to create. So for publishers to be able to stay competitive, they need to have the yield that allows them to drive their business. On the buy side, you want to be placing those ads in the environments that the consumers are in. So asking for the lowest CPM and reducing yield on the publisher side isn’t helping anyone, because you’ll inevitably see this change in the availability of premium content.” — Erika Loberg, Global Head of CTV at OpenX

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