The Return of the Publisher and Decentralization

If you haven’t filled out the recent state of ad markets survey, please take a moment to answer it. It’ll be good to know how the AMO community is handling the ad markets and I’ll share the full results in the next week or two, so you can compare yourself to the group. Your answers are completely anonymous.

As media companies have grown larger, there has been a natural tendency to centralize operations. At first glance, it only makes sense. Having centralized pods responsible for specific functions—audience, sales, marketing, product, etc.—provides cohesion and efficiency. And so, the natural tendency as a business continues to grow is for it to continue to centralize.