There are other motivating factors for crossing the LUMAscape, besides increased efficiency and less ad fraud. These businesses are trying to position themselves to win in a transformative era that will make or break many ad tech companies.
Publishers and online video platforms that rely on accompanying content video ads could see their revenue drop after Google AdX’s April 1 update.
Privacy Sandbox’s Protected Audiences API causes increased latency, decreasing viewability and yield. Given these issues, publishers simply cannot afford to test PAAPI at scale.
The new version of header bidding software makes it easier to identify specific ad transactions, gives publishers more granular control over how they express user consent to downstream partners, and enables testing of Google’s Privacy Sandbox.
The alternative ID landscape is incredibly fragmented. So how are publishers – especially long-tail publishers that tend to be strapped for tech resources – supposed to pick the ID solutions that work best for them?
The Department of Justice wants to break up Google’s ad tech stack. But how would separating Google’s publisher technology into a standalone entity affect the ad ecosystem? There are pros and cons.
In 2022, SPO solutions largely revolved around creating direct connections to so-called premium publishers. But machine learning (ML) and artificial intelligence (AI) also took on a bigger role in SPO this year. And 2022 was the year the ad industry began touting SPO as the solution of choice for sustainability-focused marketers.
The Financial Times has long avoided chasing open web programmatic ad revenue. Now, with signal loss prompting a renaissance for contextual targeting and direct deals – and with momentum behind attention metrics, of which the FT was an early proponent going back to 2015 – the publisher’s longtime strategy seems prescient. Brendan Spain, the FT’s VP of advertising for the Americas, spoke with AdExchanger.
Chrome Unboxed, which started in 2015 as a YouTube channel for unboxing videos featuring Google’s Chromebook products, is emblematic of the early struggles upstart publishers have in monetizing their content. Its path to ad-supported profitability shows there’s still hope for the little guys in digital media.
What happens when your main monetization partner starts flagging your content as spam? Freecycle turned to header bidding to reduce its reliance on Google AdSense, but the company’s one-person engineering team had trouble managing the header-bidding system and the constant stream of Prebid updates on top of web development duties. So, after a 70% drop in ad revenue, Freecycle handed its digital ad business over to PubWise’s managed service.
