I’ve been thinking a lot about the publishing of high-quality long-form content online. Long form content doesn’t perform well in the current advertisement ecosystem. Advertisers reward number of ad units served. Viewing more than 50% of an ad unit for at least 1 second defines a valid ad impression. This low bar for content producers has lead to optimizing the number of ads served per content produced.
There are now a wide range of places to spend a digital marketing budget, forcing publisher to appeal to the ad spend. Publishers are compared against one another, while the produced content is entirely different in value. The only similarities may be their ability to display ads. Short-form junk content and well thought out long-form content are valued the same to an advertiser. The only thing that matters is how many ad impressions will be served. Forcing publishers to compete in a advertiser-centric ecosystem ignores the qualities that define high quality content.