Read previewPublishers are racing to be known for "premium" content to keep advertising revenue afloat, but there's a swirling debate in the industry over how to define it. AdvertisementFor example, some broadcasters are pitching their streaming content as premium by selling it directly to advertisers without using third-party adtech companies. Broadcasters are gunning for control of streaming ad dollarsAt the same time, TV publishers are angling to define themselves as makers of premium content that appeals to advertisers. Instead of premium content, many advertisers are more concerned with premium audiences who are watching streaming content. Still, Gupta from U of Digital said that broadcasters have the upper hand in deciding what is considered premium content because there is a lack of high-quality content in streaming environments.

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Persons: —, Max, Critics, Joe Root, Shiv Gupta, Gupta, Permutive's Root, Digital's Gupta, gunning, Rachel Eckerling Organizations: Service, Business, Hulu, Disney, Google, Trade, Association for National, Jounce Media, ANA, Universal, Broadcasters, Publicis, Precision, CTV, Publishers, Industry, Interactive