Many in the digital advertising industry truly want to do better. But there are imminent obstacles that need to be tackled if we want to move from words to deeds.
Who gets to decide what is premium? Is it dangerous to outsource that decision to The Trade Desk (or any one DSP)? And how should publishers position themselves within the future of this so-called premium internet?
Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem …
The open web is getting smaller, with the squeeze happening in two directions: Curated deals are skimming the cream off the open web, and exposed made-for-advertising websites are shuttering.
Pivoting to a “premium internet” is like avoiding the parts of town that have been blighted by illicit activity. The only real solution to MFA is for the dollars to dry up.
The phaseout of third-party cookies kicked off the sell-side curation trend. But it’s also being driven by advertiser concerns about open web media quality and the need to enhance publisher contextual signals with audience data.
Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability.
The Trade Desk is focusing beyond the overall “open internet” and on what CEO Jeff Green calls the “premium internet.”
Ad revenue in the US is set to grow in 2024. So pour one out for 2023 – and try not to make the same mistake as last year. Despite a more-than-decent ad market in 2023, media executives nearly manifested a recession out of fear that one was coming, according to professional advertising prognosticator Brian Wieser.
According to the ANA, brands could save at least $20 billion a year by cutting out low-quality programmatic inventory on the open web.
