by AdExchanger
// Friday, August 10th, 2018 – 12:05 am “The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Ted Dhanik, CEO at engage:BDR. If you are not part of the duopoly, it is a tough time to be a publisher.

Reputable media brands are struggling, so you can imagine where that leaves the long tail of publishing. A big and expensive issue is float.

Typically, brands and agencies do not pay for their ad buys until 90 to 180 days after the impressions run. Publishers are forced to use factoring or borrow money to manage their cash flow.

Cryptocurrencies could be a way to get publishers paid immediately, at the moment the ad is served. Publishers could then either trade that currency on various exchanges to advertise themselves, invest it or, perhaps, trade it in for good, old-fashioned money.

Eliminating the need for float would reduce overall costs for publishers and drive efficiencies. These benefits would be coupled with the advantages of a transparent payment ledger, which allows everyone to see where the money is really going and whether or not third parties are involved. Read more from adexchanger.com…

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