The state of publisher revenue | Pathways to total revenue optimization in 2024

This State of the Industry Report, created with our partner, Piano, dives into how publishers optimize revenue, specifically how they incorporate total revenue management into their organizations and how they’re optimizing revenue streams if total revenue optimization (TRO) is a priority this year, along with the tactics they plan to implement to support those initiatives.

01 Introduction: The rise of total revenue optimization

Over the past few years, publishers have been increasingly focused on diversifying their revenue streams. At the same time, many have experienced declines in traffic, slows in ad buys and pressure to maintain revenue growth. Furthermore, based on a new survey by Digiday and Piano, 2024 presents a trifold set of chief concerns for our publisher respondents: evolving consumer demands of their favorite media channels (topping the list at 81%), the economy (80%) and stricter privacy regulations (72%). 

Considering declining revenue and the rise of these challenges, changes to social media algorithms, the final deprecation of third-party cookies in Chrome and more, publishers are prioritizing total revenue optimization (TRO), a comprehensive approach to maximizing revenue across all business areas. The process includes strategically managing and optimizing all revenue streams to appropriately balance tradeoffs and user targeting, eliminate audience cannibalization and maximize total revenue.

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