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What 18 Years as an Advertiser Taught Me that Publishers Can Use Today

Shai Almagor, a former senior advertiser now leading Kueez’s SSP client team, shares why brands still buy on the open web and how publishers can capture that spend. He identifies three advertiser motivations—cost‑effective reach beyond walled gardens, brand adjacency with trusted editorial content, and access to high‑intent niche audiences. Almagor then outlines five publisher actions, from deep audience insight and first‑party data activation to revenue diversification, uniqueness, and brand‑safety positioning. The piece argues that aligning publisher value propositions with these advertiser priorities can close the revenue gap and drive sustainable growth.