New briefing: Publishers are counting down to the end of Q4

In a recent Media Briefing, members had exclusive access to a look at media execs airing their frustrations with the fourth quarter, which is once again, lacking in luster. Get a taste of this member-only briefing below and [subscribe]( for full access to original research, exclusive content, reports and guides, member events and much more. [VIEW MEMBERSHIPS]( [Media Briefing: Publishers are counting down to the end of Q4]( [By]( [Kayleigh Barber, media reporter]( [Just one month in, the fourth quarter is already not turning out to be quite as lucrative as publishers had hoped, a notably somber realization for a quarter that is traditionally the breadwinner when it comes to ad revenue.]( [“It sucks out there,” is the shared mentality among publishers this Q4, which was put into succinct words by one particular media exec who spoke on the condition of anonymity in order to air their frustrations freely.]( [As a result, in-quarter selling is once again critical this quarter, turning the last three months of the year into a mad dash to win as many ad deals as possible, according to five publishers who spoke to Digiday for this story. Quick-turn programmatic spots and gift guides sponsorships are central to wrapping up this quarter’s ad sales, but the hope is that these bottom-of-the-funnel campaigns can be left behind once 2023 comes to an end, they said.]( [“It feels like the ability to see into the future diminishes every year. So we’re definitely still selling into this quarter. Deals are still happening,” said a second media exec who spoke with Digiday on the condition of anonymity last week.]( [The second exec added that, historically, Q4 inventory largely gets sold out via direct deals with advertisers and agencies. But this year, programmatic guaranteed deals, while still direct, have increased in volume, giving the sales team more leeway to crank out last-minute campaigns.]( [READ MORE]( [R](ecent Member Exclusives [Beyond Amazon, the strengths of the top retail media networks — from Walmart to Kroger]( [READ MORE]( [Future of TV Briefing: Netflix plots next phase in its programmatic ad push]( [READ MORE]( [The key metrics and challenges behind each social platform — from Instagram to X]( [READ MORE]( [Share]( [Tweet]( [Share]( [Forward]( Digiday Media 462 7th Ave Office 06-01 New York, NY 10018 You received this email because you're signed up to receive email from Digiday. Unsubscribing will remove you from ALL Digiday email. [Preferences]( | [Unsubscribe](