Challenges to publishers after the pandemic
                     Challenges to publishers after the pandemic
Watson F
Writes on Ad serving, involved with ad server solutions 
and ad server platform
There has been a lot of talk about how the pandemic has affected 
business, with many failing to survive the past couple of years. Those 
who did survive had to alter their business plan, which included doing 
more online sales and services. While you might imagine that is good 
news for online publishers who rely on ad revenue to keep their 
websites afloat, the reality is that they have challenges of their own. We 
are going to take a closer look at a few of these issues below, so let’s 
jump right in.
Advertisers out of business
As we mentioned at the top of this piece, many businesses were active 
advertisers but they were unable to cling to life during the pandemic 
because of frequent and unpredictable shutdowns, supply chain and 
staffing issues. This means you might lose some of your existing 
advertisers and have to look for new ones. With so many economic 
uncertainties, the potential pool of advertisers that are looking to spend 
big on ad serving is smaller. Even those that made it and are still in 
business are looking at a limited budget that might not stretch all the 
way to spending a lot of money on online ads. Publishers may be forced 
to adjust their strategies and even lower rates in order to retain or bring 
in new ad campaigns.
Industries disappearing
For those who have blogs or websites specific to a genre or subject, 
things might become even more challenging. The hospitality and travel 
industry as a whole took a big hit during the pandemic, with travel still 
somewhat restricted in many places. You can also think of businesses 
like movie theaters, all-you-can-eat buffets, print newspapers, point-
and-shoot cameras, department stores and more. Many are now 
considered somewhat endangered species. They might disappear, get 
replaced or need a reinvention. If you are a publisher in one of these 
industries, there is a degree of concern because less business means less 
advertising money.
Problems with relationship building
A major part of the success of any business is building relationships with 
your clients. This has become a little harder to do during the pandemic, 
as face-to-face meetings are harder to accomplish because of all the 
travel restrictions and crowd control measures. The good news here, 
though, is that there is a solution for this particular issue, with video 
chats/meetings via Zoom, Google Meet, Microsoft Team. It’s 
convenient, efficient and often good enough as a way to meet and greet 
new and existing clients.
Change to customer habits
If we have learned anything about consumer habits during the 
pandemic, it is that they can quickly change without warning. It is not 
just businesses that need to adapt to these changes, publishers need to 
be ready to move along with their advertisers. Using an on-demand 
software-as-a-service ad server will help you stay nimble and agile for 
whatever may come or change. If you are not able to go with the flow 
and adapt on the fly, you will get left behind and end up with fewer ad 
campaigns. It is not easy to plan for all scenarios ahead of time but you 
should be prepared, be flexible and be ready to pivot when needed.
Uncertainty remains
While it does appear that we are past the worst of the pandemic, there 
is still the chance that restrictions and other issues might still be in place 
for a while. Publishers and advertisers need to stay up to date with what 
is happening and be willing to be flexible. Those who can do that will be 
the ones that will survive and thrive for as long as this pandemic 
continues. There is no knowing how much longer all of this will continue, 
so for now, it’s all about a willingness to adapt and go with the flow.
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad 
management solution that serves your ads, tracks impressions & clicks 
and reports ad statistics in real-time. Driven by the latest ad serving 
technologies, the goal of Adspeed adserver is to provide a reliable 
platform that can help in executing online advertising strategy more 
efficiently. 
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