From Mi3 this week:
Australia’s media companies think massive audience growth during Covid-19 will hold as the new normal. The recently launched Premium Content Alliance of top publishers says advertisers in retail, banking and insurance have returned and learned the trust and efficacy of professional content environments but admit the easy way to trade with Facebook and Google needs to be countered in the next 12 months. “Nothing is off the table”, it says. Meanwhile, they aim to change the conversation from one dimensional audience metrics to effectiveness. If they can work together – a private exchange has again reared its head – the rebel alliance hopes it may yet loosen the duopoly’s grip on Australia’s ad budgets.