Home Publishers New OPA Display Ads to Help Ad Networks and Exchanges

New OPA Display Ads to Help Ad Networks and Exchanges

SHARE:

opa-display-advertisingThe Online Publishers Association has nobly decided to help the world of display advertising by introducing three, online display ad sizes.

Each new ad unit will be implemented and sold only through participating publishers’ direct sales teams later this year. Implicit is that ad networks and exchanges will not be selling these units.

Yeah, right.

Publishers, ad networks and advertising exchanges everywhere would be wise to start supporting these sizes ASAP for at least four reasons.

  • Advertisers will be looking to buy inventory for these sizes anywhere they can get acceptable ROI.
  • The new, enhanced units will be costly to make and advertisers will want to stretch their investment on creative dollars.
  • There will be unsold inventory and, rather than serving a house ad, at some point even large OPA publishers will be forced to turn to ad networks and exchanges no matter how much they want to avoid it.
  • Someday, these ad units will be sold through advertising exchanges right out of the gate – rather than through the direct sales team – as premium inventory slides over to the exchange.

OPA chief Pam Horan is quoted in the release, “Online Publishers Association Members Announce New Display Advertising Units,” as follows:

“‘Members of the OPA are offering a set of new principles and unique display advertising units to continue to foster innovation and leverage an environment that research has proven delivers better results for advertisers,’ said Pam Horan, president of OPA.”

$100 CPMs here we come!

Online Publishers Association Ad Unit
Artists rendering of
new, Online Publishers Association ad unit


The OPA continues to try to avoid the insight and power that technology provides in the advertising marketplace through exchanges and networks. We predict that selling premium impressions “direct only” will not yield efficient ROI for advertisers in the long run.

Among the initial group of web publishers set to test the new, larger banners sizes are: The New York Times, Reed Business Information, Bizjournals, BabyCenter, CBS Interactive, CNN, Condé Nast Digital, Discovery Communications, ESPN, Forbes.com, Bloomberg, BusinessWeek, FOXNews Digital, Martha Stewart Living Omnimedia, Meredith Interactive, msnbc.com, IDG, iVillage Network, MTV Networks, Reuters, Time Inc., USA Today, NBC Universal, New York Media, Weather.com and The Wall Street Journal Digital Network.

The OPA offers four reasons of its own for the new ad sizes:

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

* Inspire creativity and high-quality advertising
* Provide a greater share of voice for the advertiser
* Introduce a measurement to capture impact
* Enhance interactivity to build user engagement with brands

Here the OPA has sided with recent noise from the Internet Advertising Bureau (IAB) suggesting that creativity, somehow, does not exist in current ad sizes. If it wasn’t for those gosh darned ad networks and exchanges which keep monetizing their unsold inventory, their CPMs would be so much better!

The three new ad sizes consist of functonality reminiscent of rich media providers PointRoll, Eyeblaster and Eyewonder:

  • The Fixed Panel – 336 wide x 860 tall.
  • The XXL Box – 468 wide x 648 tall, “which has page-turn functionality with video capability.”
  • The Pushdown – 970 wide x 418 tall, “which opens to display the advertisement and then rolls up to the top of the page.”

Look for the IAB to formally adopt these ads on their “list” of standard sizes in the near future as well.

Rob Hof’s article in BusinessWeek has a selection of juicy quotes from Martin Nisenholtz, former OPA chair and current SVP of NY Times Digital including: “The whole purpose of this is to map the quality of the creative [ad] to the quality of the sites. Part of the problem is that much of the Web is a sewer.”

Translation: The Long Tail sucks. Come spend here on our big portal, Mr. or Ms. Advertiser.

Trouble is, Marty, the Long Tail is now open to advertisers through behavioral and contextual targeting technology among others which efficiently aggregates online ad inventory at scale with reasonable and improving brand safety.

When is the OPA going to understand that technology is its member publishers’ best friend rather than worst enemy?

Answer: Not soon enough.

Must Read

shopping cart

Moloco Invests In Its Competitor Topsort As The Retail Media Stakes Go Up

Topsort can lean into Moloco’s algorithmic personalization, while Moloco benefits from Topsort’s footprint with local retailers in the US and in Latin America.

CDP BlueConic Acquires First-Party Data Collection Startup Jebbit

On Wednesday, customer data platform BlueConic bought Jebbit, which creates quizzes, surveys and other interactive online plugs for collecting data from customers.

Comic: The Showdown (Google vs. DOJ)

The DOJ’s Witness List For The Google Antitrust Trial Is A Who’s Who Of Advertising

The DOJ published the witness list for its upcoming antitrust trial against Google, and it reads like the online advertising industry’s answer to the Social Register.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Why Vodafone Is Giving Out Grades For Its Creative

One way to get a handle on your brand creative is to, well, grade your homework, according to Anne Stilling, Vodafone’s global director of brands and media.

Inside The Fall Of Oracle’s Advertising Business

By now, the industry is well aware that Oracle, once the most prominent advertising data seller in market, will shut down its advertising division. What’s behind the ignominious end of Oracle Advertising?

Forget about asking for permission to collect cookies. Google will have to ask for permission to not collect them.

Criteo: The Privacy Sandbox Is NOT Ready Yet, But Could Be If Google Makes Certain Changes Soon

If Google were to shut off third-party cookies today and implement the current version of the Privacy Sandbox, publishers would see their ad revenue on Chrome tank by around 60% on average.