IAB Colombia: The Publisher's Dilemma – Choosing a Path Forward for Digital Media

When publishers lose revenue, they lose more than money– they risk losing their very purpose.

That's the central tension explored in a recent piece from IAB Colombia, featuring insights from Álvaro Cuesta, Head of Publishers for LATAM Hispanics and a Global Adtech expert in digital media monetization at Membrana Media.

The article examines how digital media outlets across Latin America – particularly in markets like Colombia – are being pushed to the edge. Subscriptions work for only a handful of international giants. Donations barely move the needle. And while quality journalism still exists, it's increasingly disconnected from sustainable business models.

In this environment, publishers aren't just trying to stay afloat; they're fighting to remain relevant.

When Attention Becomes Currency

Against this backdrop, the article highlights the rise of rewarded ads as a new form of value exchange between media and readers. It's not a paywall, nor is it surveillance-based targeting. Instead, it's a simple offer:

• Watch a short ad and continue reading.
• No log-ins. No data collection. No friction.

It's an idea that feels both radical and intuitive—especially in a region where less than 10% of users pay for news and 70% of digital ad budgets are swallowed by Big Tech. Full article in Spanish read here.