Key Takeaways

• A publisher is any entity that creates and distributes digital content (websites, apps, videos)

• Publishers generate revenue by selling ad inventory (spaces where ads appear)

• They represent the supply side of the advertising ecosystem

• Different types include news sites, blogs, video platforms, and mobile applications

• Publishers use various ad formats like display, native, video, and interstitial ads

So What Exactly IS a Publisher?

If you've ever visited a news website, used a mobile app, or watched videos online, you've interacted with a publisher. But what does the term actually mean in adtech?

Put simply, a publisher is the person or company that owns and runs digital platforms where content lives. Think of them as digital landlords who rent out space for ads while also creating content that attracts visitors.

The New York Times, YouTube, mobile game developers, and even that recipe blogger you follow - they're all publishers. Each creates content that attracts an audience, and that audience attention is valuable to advertisers.

Publishers vs. Advertisers: Know the Difference

People sometimes mix up publishers and advertisers, but they play very diffrent roles in the digital advertising ecosystem:

As Adjust explains, publishers provide the digital real estate where advertisers can showcase their products or services. This relationship forms the foundation of the adtech industry.

Types of Publishers in Digital Advertising

The publisher landscape is incredibly diverse:

1. News and Media Outlets: Traditional publishers who've gone digital like The Washington Post or BBC

2. Blogs and Content Sites: Specialized content creators on topics ranging from finance to cooking

3. Video Platforms: YouTube, Twitch, and other video-centric sites

4. Mobile Apps: From weather apps to mobile games

5. Social Media: Platforms like Facebook and Twitter that combine content creation with distribution

According to Smart Clip, publishers form the backbone of the digital content ecosystem, providing the platforms where advertising happens.

How Publishers Make Money

The core business model for publishers revolves around monetizing their content and the attention it attracts. Here's how they do it:

Ad Inventory and Impressions

Publishers sell "inventory" - essentially, opportunities to show ads to their visitors. Each time an ad is displayed, that's counted as an impression.

Publishers can sell this inventory through:

• Direct sales: Working directly with advertisers

• Programmatic advertising: Using automated systems to sell inventory

• Ad networks: Partnering with companies that aggregate inventory from multiple publishers

As AppFlyer notes, successful publishers balance monetization with user experience to create sustainable business models.

Publisher Tech Stack

Publishers typically use several tools to manage their ad operations:

• Ad servers: Software that decides which ads to show and tracks performance

• Supply-Side Platforms (SSPs): Technology that helps publishers sell their inventory programmatically

• Content Management Systems (CMS): Software for creating and managing content

• Analytics tools: Systems that track audience behavior and ad performance

These technologies help publishers maximize their revenue while maintaining a good user experience.

Starting as a Publisher

If you're looking to become a publisher, there are a few paths you can take:

1. Create a content-focused website and join an ad network like Google AdSense

2. Develop a mobile app and integrate with mobile ad platforms

3. Start a YouTube channel and participate in their partner program

4. Build a newsletter or podcast with sponsored content opportunities

The barrier to entry has never been lower, but building an audience still takes time and effort.

The Future of Publishing

The publishing landscape continues to evolve with new technologies and changing regulations. Kuvelli points out that publishers are increasingly focused on:

• First-party data collection as cookies phase out

• Subscription and membership models to reduce ad dependence

• Native and contextual advertising that feels less intrusive

Understanding the publisher's role is essential for anyone working in digital advertising, whether you're on the buying or selling side of the equation.

This article is part of our Monetization Minis series, designed to help publishers and adtech professionals understand key concepts in digital advertising and monetization.