How ad optimization could offer a lifeline to newspapers

03/24/2009 | Los Angeles Times (tiered subscription model)

Columnist Dan Neil talks with Frank Addante, co-founder and chief executive of the Rubicon Project startup, about its plan to use ad optimization to make competitive again the moribund newspaper industry. "In the short run, says Addante, newspapers and other news publishers are in for a beating," Neil writes. "In the longer term, the good advertisers will seek out newspapers' quality audiences, and online revenues will begin to replace those lost from the print side."

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