IAB Brazil — The Future of Publisher Monetization Takes Center Stage

In an industry where banner ads are increasingly overlooked, subscriptions are hitting a ceiling, and user trust is wearing thin, publishers are being forced to rethink the economics of digital media.

This critical challenge is the focus of a new article published by IAB Brazil, penned by Livia Matos, Managing Director LATAM at Membrana Media.

The piece takes a hard look at why legacy models – display banners, paywalls, and donations – are struggling to keep media businesses afloat. Even in mature markets like the U.S. and Europe, 2024 has brought a fresh wave of newsroom cuts, with publishers caught between tightening regulations and shifting audience behavior.

So, what's working?

The author points to rewarded advertising as a rising alternative, especially in emerging markets such as Latin America, where economic realities have accelerated the need for innovative solutions. Rather than asking users to subscribe or donate, rewarded formats let them unlock content by watching a short video or engaging with a brand.

No data required, no user frustration – just a transparent value exchange.

Solutions like AdWall by Membrana Media are helping publishers seize this opportunity. According to the article, partners in LATAM are seeing:

• CPMs 2–3x higher than traditional banners
• 70%+ video completion rates
• $10+ CPMs when rolled out to just a small slice of their audience

At a time when attention is scarce and monetization needs to be respectful, rewarded ads are more than just a workaround – they're a mindset shift. One that treats users as participants, not targets. Read the full story here.