With additional buyers bidding in the auction on a level playing field, publishers – in this case, news organizations – stand to maximize yield for their inventory. Traditional print newspapers can use technology to rival Google and Facebook , which between them make up $ 38bn of the $ 59bn spent on online media , according to a report by Bloomberg . It is suggested that publishers who seek out alternative ways of generating ad revenue , from full - stack ad sales and online bidding , to forming networks of media groups , could stand a better chance of getting a slice of the $ 21bn not taken up by the internet giants ,
Traditional print newspapers can use technology to rival Google and Facebook , which between them make up $ 38bn of the $ 59bn spent on online media , according to a report by Bloomberg . It is suggested that publishers who seek out alternative ways of generating ad revenue , from full - stack ad sales and online bidding , to forming networks of media groups , could stand a better chance of getting a slice of the $ 21bn not taken up by the internet giants ,