In partnership with The Media Leader, our CEO Damon Reeve leads five-part content series on the future of the premium web – a concept we were initially founded to develop as a clearly differentiated channel we now proudly champion
This summer, Ozone – the premium digital advertising platform built by the UK’s leading publishers – celebrates five years since its launch on the sandy beaches of Cannes. During this time, the world of digital advertising has experienced significant change; thanks to regulatory and browser interventions, as well as the impact of industry reports such as the ISBA and PwC study into transparency in the programmatic supply chain.
To mark this milestone, five members of the Ozone leadership team have shared their thoughts on why a clearly differentiated channel – the premium web – is a critical requirement for creating value for both brands and publishers in digital advertising.
In the opening piece of the series, “Why the future of our industry is premium”, Damon Reeve, Ozone’s CEO, highlights two key drivers for this differentiation; future planning requirements from mixed media modelling and expectations of advertisers on where their ads run.
This is followed by Craig Tuck’s “Unlock premium value with a new measurement mindset” in which the company’s chief revenue officer calls out the need to build on the foundations of digital metrics with business-led outcomes, that are integrated into both brand journeys and buyer technologies.
Danny Spears, chief operating officer, highlighted the importance of working together in his column, “Collaboration is the key for the reader-first premium web”. In particular he highlighted the optimisation of user experience and supply chains, and greater alignment with editorial measures, as key to future success.
Tackling one of the hottest topics of the moment, Ozone’s chief strategy officer, Dora Michail-Clendinnen, echoed Danny’ call for greater collaboration, but this time focused on sustainability in digital advertising as she wrote about why “A greener digital future needs a transparent and collective response”.
And finally, Scott Switzer the company’s CTO wrote about “The path toward a privacy-first advertising ecosystem” and what’s needed in the premium web to strike the balance between user privacy and impactful delivery for both brands and publishers.
