Success in the first-party web is based first and foremost on relationships, quality and trust, neither of which are improved by most content currently provided by recommendation engines, writes audience and data strategy consultant Alessandro De Zanche.
Podcaster adoption of dynamic ad insertion (DAI) increased from less than 50% in 2019 to a whopping 84% in 2021. But for podcasters to get the most value out of DAI, they need an open environment. Using DAI within a walled garden makes it harder to get the full benefit of great innovation, writes Jon Stephenson, Founder and CEO of SoundStack.
Brand marketers are still hesitant to lean into a mobile-first approach, particularly in programmatic. But with the mobile app economy predicted to grow to $156 billion by 2023, why the uncertainty? Today, the digital advertising industry has the opportunity to transform the mobile app channel by acknowledging, understanding and tackling marketers’ concerns, writes Steve Roach, head of mobile app sales at Index Exchange.
SSPs had traditionally been among the first in the ad tech ecosystem to build profitable businesses. But their future in the programmatic tech stack is uncertain because they’ve evolved from publisher-centric technologies to demand aggregation businesses, often competing with their biggest customers: buy-side platforms or DSPs.
Publishers’ operational success depends on the abilities of a few specific individuals. If you have amazing operations leaders that can think strategically, you can do things other publishers can’t. But lose that leadership and the company’s future prospects take a hit, writes Rob Beeler, founder and CEO at Beeler.Tech.
In theory, there is a lot a publisher may know about how audiences interact with their content that doesn’t fit neatly into the way cookies operate or the broader categorization schemas that are used today. This is where SDAs can make all the difference, writes Andrew Rosenman, global product marketing lead for advanced TV and video at Equativ.
In recent months, the IAB Tech Lab’s seller-defined audiences (SDA) have rapidly emerged as a strong contender for privacy-compliant audience classification. But many publishers still rely on time-consuming, manual processes to assign categories to their content, writes Oleksii Borysov, VP of product at MGID.
Publishers that don’t buy traffic don’t usually have a problem, but even what you might call “good” or scrupulous publishers do have some invalid traffic, says Steve Guenther, VP of digital auditing services at the Alliance for Audited Media.
Supply-path optimization remains a hot industry topic. Increasingly, advertisers and publishers see the value in SPO to get closer to one another’s audiences. But identity is stoking the fire on the convergence of programmatic supply and demand, writes Lauren Fisher, GM of business intelligence at Advertiser Perceptions.
In Q2 of 2022, ad tech witnessed a slowdown in scaled deal activity (almost 60%). The reason? Global inflation, the Russia-Ukraine war, rising interest rates and the prospect of a recession are just a few factors. But what does this mean for publishers in particular, and how can they prepare? Kean Graham, CEO and founder, MonetizeMore, offers his perspective.
