The dominance of the technology giants continue to grow in mobile advertising. Therefore news organizations will continue to struggle as users transition from consuming media from physical newspapers to the computer and now to mobile devices.
The balance between revenue generated from online scriptions versus online advertising is shifting. The New York Times digital subsricption revebue has surpassed digital ad revenue validatibg the decision to create a paywall.
According to the State of Media Report from Pew the amount of CPM made from mobile devices for publishers is only $0.75 comparing to the CPM on a computer which is $3.50. With over half of people recieving news from theor mobile devices the difference in ad rates shoulr alarm all publishers that the need to shift their funds. Publishers combat the advertising exchanges by selling branded content which is important because the publishers cab sell the native ads at a premium rate which can be integrated into the mobile experience in the future.