Publishers have spent years watching other companies extract value from their work while asking them to prove they created it, own it, and deserve to be paid for it. Is C2PA the answer?
Brands want to be chosen. Publishers want to be chosen. Both need trust. Both need connection. And both are operating in an internet environment that is getting more intermediated, more automated, and less direct.
Publishers have the right to publish whatever content they think will attract an audience and have it monetized by advertising from advertisers that want to be seen by that audience. Full stop. What is lost is that, when evaluating impressions is done poorly, it can punish publishers who have invested time, money, and effort into creating content.
When we tell our programmatic teams to “Just get more revenue, I don’t need to know how,” we’re poisoning our own well as publishers. You flood the market, you train buyers to pay less, you chase every possible dollar, you strip away your own leverage, and (at some point) you dig yourself a hole so deep you can’t dig your way out.