By Vipul Mistry

The industry is reflecting on the past year and trying to predict what changes will come in the new year. Publishers will continue to build on the momentum of the past year, while returning to their roots, with an increased value placed on things like user experience and e-newsletters.

Here are 5 of the many publishing trends that we are bound to see in 2018:

Focus will return to user experience

A publisher’s objective is to keep readers engaged so they consume more content and spend more time on the site. The question is, how do publishers accomplish this? They do it by improving the website experience. This process starts with quicker page load speed and a cleaner ad experience. Publishers also need to eliminate pop-ups, remove excess content recommendations and turn off audio on videos so that readers are less overwhelmed. To continue improving the user experience in 2018, you should expect to see more ad experiences that are natively integrated into the content to create a more seamless effect. When publishers improve the user experience, ad blocking declines and revenues improve.

Video will stay hot

Video was big in 2017, and it will continue to be a large investment for publishers in 2018 as well. Social media powerhouses Facebook, Snapchat and Instagram continued to be at the forefront of video creation in 2017 with live streams and quick snippets being captured. In 2018, publishers will take a more strategic approach to creating video content. Longer form, higher quality video will be essential to capture a reader’s attention as people become accustomed to watching more video for a longer period of time.

The old is new again

Marketers are becoming more interactive in email, adding new and unique features to capture a reader’s attention, especially when it comes to mobile. The email newsletter is no longer a static document, but, instead, it is a living, breathing entity that can be easily updated as news develops and stories change.

A refined programmatic approach

AppNexus’ CEO Brian O’Kelley coined the phrase “supply-path optimization (SPO),” referring to the ways advertisers optimize the path to the advertising inventory they want. On the other side, publishers are taking a more streamlined and refined approach to working with buying partners. Publishers need to provide additional insights and analysis to optimize performance for the right buyers. This process helps reveal which partners best connect publishers directly with buyers. Offering customers greater transparency and trust across the buying process will yield long-term success.

Moving beyond digital ads

More and more publishers are thinking of ways to increase revenue beyond digital ads. I continuously see publishers thinking about subscriptions or micropayments to access unique content. Commerce is also a huge opportunity for certain publishers. With online shopping continuing to grow, a well detailed path to buying products can, and should, be created by publishers.

As featured in AdExchanger’s The Sell Sider, this graphic provides an illustrative example of the critical importance of having humans in the programmatic flow. Check out the full article on AdExchanger to hear from Erik Requidan and learn about the role humans play in optimizing demand path optimization for publisher and buyer success. 

At Intermarkets we are all about our clients, our culture, and our team! This year marked our 20th year as a company and we wanted to look back at 2017 and celebrate our staff and achievements as an organization.

We are proud to announce Kary Jones has been appointed to a new role for the company, Manager of Publisher Development as part of our Strategic Media team. She joins Vipul Mistry in building strategic approaches for diversification and portfolio growth. She will also be an essential partner, working one-on-one with the publishers to develop tactical plans for monetization, brand recognition and partnership opportunities.

Kary brings more than 15 years of sales and marketing experience to the role. She has been a part of our Intermarkets team for more than 4 years, working directly with the portfolio publishers and advertisers. Prior to Intermarkets, she oversaw consumer-based advertising at POLITICO. She also worked at The Washington Times for more than a decade and as she moved into management at the publisher, she served as the liaison between sales and editorial teams. Her career has positioned her to keenly understand the needs of potential publishers when it comes to content creation, user experience and optimizing ad placements.

“This new role at Intermarkets signals a new growth strategy for our company’s evolution and I am incredibly proud to fill it,” said Kary. “The media industry is ever-changing and I look forward to educating qualified and diverse publishers on how Intermarkets can help strengthen their brand recognition, focus on ad optimization and bring to the table strong vendor partnerships, while they, the publisher, focus on what is most important to them, the content of their site.”

Together, Kary and Vipul will identify quality publishers across a variety of categories to introduce them to the high-touch, personalized consultation that Intermarkets offers.

Our publisher offerings include:

  • Operations management: Intermarkets actively and aggressively manages ad quality with exhaustive measures – human and tech – to ensure that both user experience and revenue opportunities are maximized. Intermarkets leverages a customized ad server and has established partnerships with the best-in-class ad tech vendors across the process.
  • Sales and revenue management: Intermarkets has ongoing conversations with brands, agencies, media buyers and technology vendors. We ensure websites are easily accessible by premium advertisers in a safe marketplace.
  • Publisher services: Intermarkets leverages data insights and analysis for quarterly business reviews to evaluate performance and introduce new opportunities.

For more information, visit our Publishers page.

We are honored to announce that Intermarkets has been named one of Ad Age’s 2017 50 Best Places to Work for the second year in a row. The awards program honors the 50 best employers in the Advertising and Marketing industries nationwide, benefiting the industry’s economy, workforce and businesses.

“We work hard every day to create a culture where quality work is achieved in a positive environment,” said Kevin Lucido, founder and CEO of Intermarkets. “We are proud to be recognized nationally by Ad Age for the second year for our POETIC mantra — positive, optimistic, enthusiastic, tenacious, innovative and committed.”

To be included in this list, Ad Age evaluated our workplace policies, practices, philosophy, systems and demographics. Our strong company values and family-first environment shine through in our employee benefits such as 100 percent employer-paid medical, dental and vision, 401(k) with employer match, generous vacation leave packages and extended holiday breaks. 

What is most exciting is that 75 percent of the total evaluation was based on employee surveys about individual experiences. We are so grateful to have such an amazing group of employees who value our organization as much as we value them.

We look forward to the future of Intermarkets as we continue to do high quality work with POETIC values at the core.

For more information on Advertising Age’s Ad Age’s Best Places to Work program, you can visit, Best Places to Work 2017.

Last night we set out to celebrate the spectacular innovators and leaders across several tech-related industries in the Washington, DC area.

After a team dinner at The Smith Restaurant to honor our very own 50 On Fire winner, Erik Requidan, we headed across the street to the National Union Building. The music was loud and the crowd was pumped! DC Inno shared a video presentation highlighting all of 2017’s 50 on Fire winners as well as “Blazers” in each category—individuals and companies who truly stood out among the rest.

Congratulations to all of the winners and blazers! We’re humbled to be recognized among such amazing brands and so proud of Erik Requidan! Check out our 50 on fire photo shoot with Erik and his team.

If there’s anyone most like the fire emoji at Intermarkets, it’s Erik Requidan, VP of Sales and Programmatic Strategy. Not only does Erik have an infectious personality, he is also a trailblazer in the industry. It’s no surprise, then, that he was recently named to DC Inno’s 50 on Fire in the Marketing & Advertising category.

“Erik’s passion for the industry and what he does is contagious,” said Stephanie Snow, VP of Ad Ops. “He has the ability to ignite that passion in others and positive results always follow. It is an absolute pleasure to work with him.”

Erik joined Intermarkets in 2013 as Assistant Director of Sales and quickly advanced within the company. He is actively affiliated with many exchange advisory councils and serves as a strategic advisor to several top ad tech companies, helping them to improve their tech for both buyers and publishers. Erik came to Intermarkets with a history of successfully building media companies’ digital businesses and has continued that streak at Intermarkets. With his finger on the pulse of the latest programmatic techniques, Erik has helped advertisers tap into the Intermarkets Portfolio audience — close to 1 billion page views and reach more than 50 million unique visitors every month. 

“Erik has been instrumental to our efforts to fully embrace programmatic advertising monetization and stay at the forefront of this emerging space,” said Mike Loy, COO. “He has worked to develop our staff so we are consistently being called upon to test new technologies and techniques by our partners. Erik’s has also helped strengthen the DC-Northern Virginia ad community by bringing thought leaders together to discuss emerging trends, challenges and opportunities. We are proud of his efforts and this recognition is well earned.”

Erik is a true pioneer in the industry and serves as a highly effective thought leader on programmatic, ad operations, header bidding and more. Erik is up at 3 a.m. every morning to consume the day’s industry news and has the foresight to know what’s happening before it occurs. It’s a subject that truly brings him to life.

He is also the co-founder of “Programmatic Happy Hours,” intended to bring together the movers and shakers in the programmatic space. What started as a small event in summer 2016, Programmatic Happy Hours has quickly evolved — after just under 10 events in New York City and Washington, D.C., the mailing list has grown to 150 from various types of companies and typical attendance ranges from 50 to 75 happy hour goers.

Across the Intermarkets team, Erik is known as the “Guru of Programmatic” and “Shakespeare of Online Advertising.”

Way to go, Erik!

It’s been an exciting few weeks at Intermarkets! Following our recognition on the Inc. 500 | 5000 list of the fastest growing private companies in America, Intermarkets Vice President of Ad Operations Stephanie Snow has been named a Digiday Top Boss.

Stephanie joined Intermarkets in 2006 as Assistant Manager of Media Operations and is now the VP of Ad Operations. Before joining the Intermarkets family, Stephanie was actually a meteorologist for six years! She is a one-of-a-kind boss and truly embodies our company mantra, POETIC, which stands for positive, optimistic, enthusiastic, tenacious, innovative and committed.

Across the team, you’ll hear employees praise her innovative attitude for trying new tactics, her dedication to getting the job done (no matter how long it takes), her collaborative and fun-loving attitude and her incredible communication skills. Stephanie can be found touting her daily motto, “test, test, test,” while single handedly reminding her Ad Operations team that “nothing is impossible.”

“Stephanie is an amazing boss,” said Justin Hansen, yield manager. “She creates an environment that is fun, challenging, united and tactical. She inspires excellence through her own teachings and always strives to develop new and innovative strategies. She provides extra support whenever it’s needed, and always puts beyond 100 percent for the company. It has been great learning, helping and being part of the incredible team she has created over my four years at Intermarkets.”

This recent honor is certainly a reflection of Intermarkets’ dedication to company culture, and ensuring our employees enjoy coming into work every day. In the past 12 months alone, Intermarkets has been recognized both locally and nationally for our innovative culture, including Inc. Magazine’s Best Workplaces, Ad Age’s Best Places to Work, Washingtonian’s 50 Great Places to Work and DCInno Coolest Companies Award.

Congratulations, Stephanie!

Leading up to our 20th anniversary, we’re honored to be named among Inc. 500|5000 list of fastest growing private companies for the eighth time!

Thanks to our valued publishers, technology partners and influential advertisers, we’ve been able to join the select group of companies called the Honor Roll, which have made the list five or more times. Fewer than 1/10 of Inc. 5000 honorees ever achieve this milestone!

“It is a tremendous honor to be included on the Inc. 5000 list for the eighth time,” said Kevin Lucido, founder and CEO of Intermarkets.

Throughout our history we’ve been a proven partner in helping publishers navigate the changing waters of advertising technology and manage the sophisticated advertiser relationships on their behalf. We continue to connect our top buyers and advertisers to consumers through our portfolio of high-quality websites.

Our portfolio of highly influential and distinguished publishers reaches:

  • 800+ million monthly page views
  • 100+ million monthly mobile views
  • 30+ million monthly unique visitors

“During a time when publishers’ ad revenues are in jeopardy, we are proven to manage and grow advertising revenues for our portfolio of publishers through our partnerships and continuous innovation in tactics. This recognition, leading up to our 20th anniversary, is a testament to our continued growth year-over-year that benefits our team, partners and customers alike,” continued Lucido.

As a proven service provider in the ever-evolving online advertising ecosystem, we look forward to delivering successes for our partners, publishers, advertisers and team for many years to come!

Drudge 6 Billion

In June of 2016 we plotted the cumulative number of visits to DrudgeReport.com and other top news and commentary publishers for 2016. One month later, the Drudge Report has already shot up another 1.2 billion from May to June. In the first 6 months of 2016, the Drudge Report has been visited more than 7 billion times—that’s 82% of 2015’s 12-month total of 8.5 billion combined page views. At the current rate, the entire population of Earth will have looked at DrudgeReport.com by the end of July 2016.

Readers of the Drudge Report are incredibly loyal and engaged. With 90% direct traffic and above-average time on site, this audience comes ready to consume. Almost 20 million unique visitors go to DrudgeReport.com each month, many of which return regularly for the latest headlines—driving 1+ billion monthly page views. The Drudge Report holds a high-value audience for advertisers of all shapes and sizes, spanning several verticals. 

Learn more about this premium publication and other brands in the Intermarkets Portfolio.