Few companies have felt the effects of a changing publishing climate more than Leaf Group, formerly Demand Media. Once a prime example of how search-engine-optimized articles produced in large numbers could rake in traffic and ad dollars, the company was hit hard when Google changed its algorithm in 2011, punishing "content farm" sites that churned out a high number of low-quality, spam-like content. Now, Leaf Group is going back to the basics, prioritizing the production of higher-quality articles in less volume and creating dedicated verticals for its most popular categories of content.

As brands and agencies continue to shift dollars to programmatic campaigns -- two-thirds of display media is now purchased programmatically, according to eMarketer -- marketers are starting to take notice that they may be doing so at the expense of creating emotional connections with consumers.

After a long stretch of publisher submission to Google and Facebook, the rising competition between digital platforms is good news for publishers. However, publishers must not waste time on bad deals or spread themselves too thin, or they will lose their opportunity to increase revenue from the broader array of content distribution options in front of them.

One solution being undertaken by more brands is to consolidate budgets in the hands of strategic publisher partners. They can serve as a "quarterback" for the entire initiative, helping coordinate the various players supporting a campaign.

While some publishers are turning to social media platforms as a way to distribute their content to new audiences, Mike Dyer, president and publisher of The Daily Beast, relies heavily on his own journalists and platform to build the brand. "Our journalists and their expertise are our single best source for building a consumer-facing brand," he said.

The growth of the digital landscape has fueled a contentious debate over what exactly premium inventory is. Programmatic buyers can use data targeting and inventory quality signals to sniff out a bot or determine viewability. To some, this means premium; to others, premium depends simply on audience size. However, both of these perspectives miss the target when it comes to defining truly premium inventory: content.

Jon Werther, president of Meredith's National Media Group, answers queries about guaranteed ad effectiveness programs, the future of print, and more.,

Leveraging distributed platforms has become a key growth mechanism for most digital media companies. In the past, content distribution was controlled by media conglomerates, who owned large groups of television stations, radio stations, newspapers (national and local) and magazines. Many would say they also controlled the conversation. Today, the content creation voices are vast, and there is an abundance of distribution options: traditional media, social media platforms, news aggregators, messaging apps, and syndication on other Web sites. Content creators have a choice, and the distribution path they select is pivotal to achieve success.

Can digital display advertising continue to be profitable for publishers? Only if it evolves, according to Michael Friedenberg, CEO of IDG Communications. "I predict it will be the new print," he said.

Today's marketers have a myriad of data and technology tools to use in their quest to target and engage with individual consumers. Between these tools and programmatic buying technology, any brand can now create what can appear to be a foolproof digital advertising plan. But sometimes, having niche targeting as a primary objective is at an advertiser's peril.