NewsPassID

Local media companies have already seen traffic declines of 25% to 50%, and the Local Media Consortium is collaborating to fight the problem.

More competition between SSPs and ad servers should be a boon for publishers in the long term. But publishers will feel some growing pains if there is a sudden disruption in Google’s ad payouts or if their ad server fees increase.

Publishers expect the agencies will eliminate tech redundancies as they consolidate, which could compel pubs to shed redundant tech themselves. The merger could also entrench principal-based buying, which may not be a bad thing.

With an approved list of sites and contextually segmented content, publishers don’t risk getting caught up in automated keyword blocklists, which consistently demonetize the news.

Thanks to signal loss, recession fears and the “ad tech tax,” publishers of all sizes are seeing their ad revenue suffer. But the problem is more pronounced among local news publishers, many of which were barely getting by before platform privacy changes roiled the digital advertising industry. The Local Media Consortium (LMC) shares how it’s helping its members mitigate these headwinds.

Local news publishers aren’t waiting around for ad tech vendors to solve their third-party cookie problems for them. In late March, the Local Media Consortium (LMC) launched NewsPassID, a single sign-on solution and ad network, designed to help the 5,000 local publishers represented by the LMC to aggregate their first-party data and clean up their […]