The Trade Desk’s OpenPath gives advertisers a direct link with premium publishers, collapsing the supply chain from the DSP directly to the publisher’s inventory. While a win under the guise of supply path optimization, it also spells danger for SSPs, the traditional guardians of publisher inventory who now risk being squeezed out entirely, writes Joseph Lospalluto, US Country Manager of ShowHeroes Group.
Google’s new “reject all” cookies button is about to disrupt the entire ad tech ecosystem even more. The next era of ad tech is about user consent, not cookies, writes Joe Root, CEO of Permutive. And the age of opt-outs means publishers and advertisers need solutions to serve an ad without processing user data – and some are already making mistakes.
As an advertising vehicle, podcasts have yet to reach their full potential due to a limited array of formats and a relatively small amount of inventory. To take full advantage of ad monetization, the podcasting industry will need to “rip up its playbook,” writes Paul Kelly, Chief Revenue Officer of A Million Ads. But there are ways the industry can bring podcasting revenue to its full potential.
Google announced it will add the Optimized Pricing feature to its current ad inventory pricing model, Unified Pricing Rules (UPR), for all publishers. The idea is to protect the value of publisher inventory by preventing buyers from purchasing it for less than what it’s worth, writes Kean Wang, VP of product and strategy at Intowow. But how will Google determine inventory worth when it provides services for both publishers and buyers?
Go to any SSP or DSP website and you’re likely to see a mention of programmatic “premium.” But programmatic premium shouldn’t stop at inventory – ad tech companies should also be supplying premium service to make sure advertisers can actually optimize their buys by maximizing the value of that premium inventory, writes Steve Pelletier, SVP of strategic partnerships & corp development at FatTail.
The erosion of third-party cookies and the fragmentation of identity have compelled publishers to rebuild their first-party data strategies. And the IAB Tech Lab’s Self-Defined Audiences (SDA) might be one of the most significant standards building toward a set of post-cookie digital advertising solutions that aggregate and normalize audience data points across publishers’ domains, writes Vlad Stesin, Co-Founder and Chief Strategy Officer of Optable.
The programmatic market continues to boom as marketers shift more of their budgets to digital channels. But despite the incredible scale of this ecosystem, the market is still maturing – and true price discovery and price setting at a level of granularity that reflects true marketplace dynamics can help fill some of those gaps, writes Andrew Casale, president and CEO of Index Exchange.
In the affiliate marketing world, publishers pursued the same goal retailers are pursuing today: to convert online intent into a shopper journey. Affiliate nets work with performance marketers, so retailers should branch out to digital-native marketers, writes Michael Jacobi, co-founder and CEO of Button.
Without the email address of the person you’re targeting, your digital ad isn’t working as hard as it should. But consumers are getting wary. The advertising industry needs to give consumers back control over communication before machine-generated emails threaten inventory monetization just like ad blockers, writes Keith Petri, CEO & Founder of lockr.
It’s been a brutal few years for advertisers trying to drive lift while remaining sensitive to real issues and staying true to the brand. One area that has provided a respite from this noise was confidence in their measurement and verification tactics – but that sense of comfort may be coming to an end, writes Mark Zagorski, CEO of DoubleVerify.
