The author of the article talks in depth about the value and importance of publisher’s monetizing their email inventory, stating:
Email ads represent a unique opportunity because they allow advertisers to promote their products through a medium that has historically been free of third-party advertisements. Display ads within email can also be integrated with the content created by the publisher, allowing advertisers to leverage that brand and trust and overcome banner blindness.
They went on to say that LiveIntent was “the biggest player in the email ad industry, and a large network of publishers and advertisers” with a solution that gives publishers “a great deal of control over the monetization” and can help them “see fill rates close to 100%”.
You can read the full article here.