Insights, tools and research to advance journalism

News startups are looking to avoid the viewability issue by designing ad-friendly sites from the start


You might have heard: Digital media is wrestling with ad viewability, with little agreement on whose responsibility it is to move the industry forward

But did you know: Ad viewability is a contested issue with publishers and advertisers, but some news startups are hoping to get around the issue by designing websites that are ad-friendly. Lauren Johnson writes that LittleThings, a year-old viral news and lifestyle site targeting women, will reveal an ad-friendly design during the fourth quarter of this year, and the redesign will be able to provide advertisers with more accurate data about how users interact with their ads. However, Johnson writes that the challenges of mobile ads throws a wrench in the plans of many of these publishers, due to smaller screens and a lack of data-tracking cookies.

Read More

Need to Know newsletter

The smart way to start your day

Each morning we scour the web for fresh useful insights in our Need to Know newsletter. Sign up below.

The American Press Institute

Our mission

We help transform news organizations for an audience-centered future.

Our programs for publishers focus on four things:

  • 1. Understand your audience
  • 2. Get your audience to pay
  • 3. Transform your culture
  • 4. Do your best journalism
  • Find out more about API »

API solutions for publishers

What we can do for you

API offers a suite of original tools and services for solving the biggest challenges in news:

  • Decide what beats to cover and how
  • Identify and develop the skills you need
  • Assess and improve your culture
  • Drive more reader revenue
  • Drive loyalty through accountability journalism
  • Make analytics work for you
  • Contact us to find out how »