How digital advertising works for publishers
An overview of how publishers earn from digital advertising, from formats to channels and pricing.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readDigital advertising for publishers covers how a publisher earns from ads on its websites, apps and newsletters, sold directly or through programmatic channels.
Formats
| Format | Example |
|---|---|
| Display | Banners and large formats |
| Video | Instream and outstream |
| Native | Sponsored content and in-feed units |
| Newsletters | Sponsorships and ad slots |
Sales channels
Direct sales
Your team sells to advertisers and agencies.
Programmatic deals
PMPs and guaranteed deals.
Open auction
Remaining inventory at market prices.
16 pages for publishers, with a checklist for data, programmatic and direct sales.
What drives revenue
Revenue is volume times price. Traffic sets the volume; audience data, viewability and proven results set the price.
CPM uplift at Stampen Media after activating first-party audiences with Samhub.
Frequently asked questions
Mostly CPM, plus flat fees for sponsorships and takeovers.
Usually direct sales per impression, programmatic in volume.
With an ad server, a few SSPs and a clear media kit.
Raising the price per impression with audience data.
Related terms
Plan, report and validate campaigns on your own audience data, and win back direct deals.
- A walkthrough with your own data
- Built for publishers and media houses
- 30 minutes, no commitment
Turn your audience data into more revenue
Get the Media Monetization Playbook: how media houses turn first-party data into higher CPMs, data deals and direct sales. With checklists for every step.
