The return of in-banner video has resulted in a deluge of cheap video supply flooding the open web, driving down CPM rates for dedicated video inventory and creating user experience and ad quality concerns.
2024’s most popular guest columns offer a snapshot of an industry in flux – and one that’s grown cynical due to repeated promises of unrealized change.
It’s not that publishers aren’t keen to do their part to reduce media-related carbon emissions; they just don’t want to make changes without understanding the impact on their revenue.
Third-party cookie deprecation creates an opportunity for publishers to increase inventory value, efficiency and partnerships in the open exchange. Here are some efficiency initiatives that should make your inventory more valuable to advertisers.
From clear-eyed looks at the industry’s shortcomings and conflicts of interest to prognostications that presage the next batch of conference panel talking points, you can count on these astute industry voices to drive the conversation.
It’s possible to improve your efficiency as a publisher while also reducing your carbon footprint, with no cost to revenue.
In addition to buy-side integrations, content curation, proprietary ad formats and flexible pricing models are also helping set SSPs apart.
Whereas brands and DSPs are whittling down the number of supply paths they use to purchase ad inventory, publishers are financially incentivized to work with as many partners as possible. But there are changes afoot that could alter the economics for publishers.
Google Ad Manager (GAM) was out of commission for about three hours Thursday evening across web, app and video inventory. Any ad placement served through GAM, even ads monetized by a non-Google SSP, went dark, leading to lost revenue for publishers of all sizes at a time when they can least afford to lose out on revenue.
The Trade Desk’s OpenPath demonstrates supply path optimization (SPO) is moving from concept to reality. But what does it practically mean for publishers or yield teams tasked with driving business KPIs? The question is to whom SPO is important, writes Emry DowningHall, SVP of programmatic revenue and strategy at Unwind Media.
