Media companies are under pressure to adapt quickly as the advertising ecosystem becomes increasingly complex, but not at the expense of their value proposition, which is built on trust.
In a new podcast episode with Borell, Kiran Paranjpe, Chief Commercial Officer at Chartbeat’s Lineup Systems, offers professional advice on how publishers can stay competitive in a big tech-dominated world, adjust to digital transformation, and manage industry disruption.
Here’s what you should know.
The Key Takeaway: Trust Is a Publisher’s Most Valuable Asset
Kiran makes one point very clear: in a saturated digital market, trust is a differentiator.
“Advertisers today are sophisticated. They’re not just buying impressions. They’re aligning their brand with a trusted voice.”
Advertisers are increasingly drawn to publishers who provide authenticity, relevance, and a connection with actual audiences, whether they are local newspapers or global media brands. This relationship is about long-term brand value, not just clicks.
What Publishers Can Expect from the Major Tech Upheavals
Advertisers are reconsidering their spending decisions in light of the ongoing antitrust developments involving Google and other tech platforms. Kiran thinks publishers have a great chance to take back control of this:
- The value of first-party data is increasing.
- Contextual targeting is becoming more popular.
- Quality is more important to advertisers than scale.
To put it briefly, the market is shifting toward solutions that ethical media companies are in a good position to provide.
Handling Complexity: Assisting Advanced Advertisers
The episode also discusses the growing intricacy of ad buying. Kiran highlights that a diverse range of advertisers are now dealt with by publishers:
- Some require education because they are new to digital.
- Others demand sophisticated targeting and attribution and are performance-driven.
- A lot of people are looking for hybrid solutions that incorporate display, events, and branded content.
Publishers stand to gain more business and strengthen current relationships if they can provide flexibility without compromising their editorial integrity.
Why Human Touch Is Still Important
Kiran also emphasizes how crucial it is to maintain actual people in the sales process. Although technology and automation are necessary for scale, human connections continue to be a major factor in fostering trust and retaining employees.
“Media sales is still a people business. Great tech helps, but relationships move deals forward.”
Kiran Paranjpe: Who Is he?
Kiran Paranjpe the Chief Commercial Officer of the Lineup & FatTail business at Chartbeat Inc. Prior to joining Chartbeat in 2023, Kiran led sell-side ad tech teams at Google and previously worked at HBO in distribution partnerships. At Chartbeat, Kiran leads the Lineup and FatTail business enabling local and national media companies to grow and thrive through effective ad monetization. This includes the use of Lineup’s Adpoint CRM/OMS and Ad2Order advertiser self-service platform. Kiran‘s mission to help media owners connect quality content, audience trust, and sustainable revenue models.
Kiran’s LinkedIn – Press here
Final Thoughts: The Role of Tools in Empowering Teams
While this episode isn’t focused on self-service, it underscores the importance of tools that support modern workflows, from CRM integrations to campaign delivery and performance reporting. Publishers need systems that make it easier to serve advertisers without losing the personal touch.
Listen to the Full Episode
Want the full story? Hear Kiran’s perspective on how media companies can thrive in today’s ad ecosystem – Just Press Here
