Why the pivot to brand suitability never happened for this publisher

The much-discussed shift from brand safety to brand suitability never really happened. Or at least it hasn’t for one publishing exec. September 19, 2023 [Why the pivot to brand suitability never happened for this publisher]( The [much-discussed shift from brand safety to brand suitability]( never really happened. Or at least it hasn’t for one publishing exec. Additional coverage: - In the [second episode of our Is This The Metaverse? podcast](, hosts Alexander Lee and Sara Patterson speak to the creators of virtual fitness platforms such as Zwift — who say that their product is certainly part of the metaverse — and sit in on a VR gym class populated by fantasy-inspired dragons and life-sized otters. - Recent reports found that [ad revenue is finally on the rebound](, but rebounding from the bottom isn't necessarily a straight shot up. - [RFP requests have increased]( compared to this time a year ago, and advertisers are recalibrating interest in upper-funnel ad options, Hearst Magazines' global CRO said on the Digiday Podcast. - It's an unusual moment for linear TV, which is likely adding to the ongoing perception shift of TV among marketers who may now question if they need TV rather than assume its necessity. More in this [Digiday+ Marketing Briefing](. - In traditional sports, parents introduce their kids to their favorite leagues and teams, who eventually hand that fandom down to their own children, and so on and so forth. The jury is still out on whether a similar type of generational passing down [will take shape within the esports community](. Other things to know about - Beyond display ads, challenges with fragmentation and user IDs apply to [a prized channel among digital advertisers: connected TV](. Produced in partnership with Marketecture. - To ensure consumers receive the increased communication brands plan for during BFCM, marketing teams are focusing on [growing audience lists and testing deliverability](. Sponsored by Klaviyo. - As advertisers struggle to reach target audiences and run impactful campaigns through major channels, their allegiance to OMPs is declining, [causing publishers to rethink their strategies, too](. Sponsored by Permutive. Top Stories Ivy Liu [Brand Safety]( [Why the pivot to brand suitability never happened for this publisherÂ]( The much-discussed shift from brand safety to brand suitability never really happened. Or at least it hasn’t for one publishing exec. howdy! [Gaming & Esports]( [Physical fitness, meet virtual fitness: Is This The Metaverse? Podcast, episode 2]( In the second episode of Is This The Metaverse?, hosts Alexander Lee and Sara Patterson speak to the creators of virtual fitness platforms such as Zwift — who say that their product is certainly part of the metaverse — and sit in on a VR gym class populated by fantasy-inspired dragons and life-sized otters. [Sponsored by Omeda]( [How publishers are maximizing their ad revenue and ROI]( Join this online panel on September 27 at 2 p.m. ET to learn how publishers are unlocking effective ad campaigns for their partners across all channels. Learn what’s driving exposure, precise targeting and high-conversion outcomes while increasing publishers’ revenue. Advertisement howdy! [Navigating Economic Instability]( [Publisher ad revenue on the rebound as of Q2, up from Q1's rock bottom, per two industry reports]( Boostr’s and Operative’s recent reports found that ad revenue is finally on the rebound, but rebounding from the bottom isn’t necessarily a straight shot up. [Sponsored by Clinch]( [Agencies: How are you shaping dynamic creative campaigns?]( For agencies, dynamic advertising is a critical tool for serving personalized creative to the right audiences. Take this survey and tell us how your teams are innovating within your DCO program for a $5 gift card. howdy! [Navigating Economic Instability]( [Hearst Magazines’ Lisa Howard says advertiser requests for 2024 are on the upswing]( RFP requests have increased compared to this time a year ago, and advertisers are recalibrating interest in upper-funnel ad options, the publisher’s global CRO said on the Digiday Podcast. Advertisement [Sponsored by Mutinex]( [How Asahi Beverages optimized TV ad investments]( By leveraging marketing mix modeling, the Asahi team is analyzing the performance of key marketing channels against sales and revenue performance. howdy! [Business of TV]( [Marketing Briefing: How marketers' perception of linear TV is changing]( It’s an unusual moment for linear TV, which is likely adding to the ongoing perception shift of TV among marketers who may now question if they need TV rather than assume its necessity. howdy! [Gaming & Esports]( [Why esports companies hope generational fandom brings sustainability to the industry]( In traditional sports, parents introduce their kids to their favorite leagues and teams, who eventually hand that fandom down to their own children, and so on and so forth. Esports has only existed in its modern form since 2000, so the jury is still out on whether a similar type of generational passing down will take shape within the esports community. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](