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Branded content isn’t just another format — it’s fast becoming the most valuable advertising channel. And here’s the kicker: Only publishers can truly do it right.
Why? Because it does what no other ad format can — deliver real value to audiences and advertisers. Simultaneously. It is native to the publisher's typical audience experience, earns longer attention, and builds more trust. In an ecosystem drowning in interruption and noise, that’s gold.
As display CPMs fall, ad blocking rises, $54B in lost revenue in 2024 alone, and brands get more selective, traditional ad models are under pressure. Branded content offers a powerful solution — one that’s audience-first, immune to ad-blockers, and built to deliver value across the board.
Trust is the most valuable currency
Trust is still the most valuable currency in media, and publishers own it. When a brand’s message is delivered through the same editorial lens as everything else your audience already values, it lands differently. It belongs. It performs 7.6x better than display, with 3x the brand lift.
It’s the most audience-centric ad format out there — designed for how people actually consume. It doesn’t redirect attention, it fits seamlessly into behaviour. It adds to the experience instead of disrupting it. That’s why it works.
Most importantly, it’s authentic. Shaped by editorial voices and rooted in real value, branded content becomes more than an ad — it becomes content people choose to spend time with. That’s the shift advertisers are chasing, and they’re willing to pay a premium for it.
Big Tech can’t replicate it
Big Tech can’t replicate this. They can target, but they can’t build trust. They have scale but not storytelling. Platforms optimise for clicks; publishers create connections. They chase impressions. You earn attention.
That’s the opportunity. Branded content scales because of publishers’ strengths — not despite them. It’s premium, not a commodity. It’s everything platforms aren’t - and everything audiences want.
The real challenge now is scale, publishers need to stop thinking about it as a one-off campaign. It's not just a beautifully written article. With the right tech and workflows, it becomes a scalable, repeatable revenue engine that belongs at the core of a publisher's commercial strategy.
It’s not just a future-proof revenue stream — it's a strategic moat in an ecosystem increasingly defined by commoditised, underperforming formats. For publishers, branded content isn’t just a nice-to-have. It’s your most scalable, valuable, and defensible ad product.
