Tribune is Still Trying to Figure Out The Digital ad Business

JACK GRIFFIN

During an earnings call with  Wall Street analysts to share the details on Tribune's fourth-quarter performance, CEO Jack Griffin explained why the company was struggling to grab a piece of the digital ad pie. He used the barbell metaphor to explain why digital ad revenue was  flat, while competitors saw an increase.

Tribune Publishing is trying to add weight to the bells, but the company is still in "early days," according to Mr. Griffin. "We're making lots of moves to increase our ability to monetize our inventory through programmatic," he said. "We're setting up private exchanges with agencies and retailers."

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