Given how much the market has changed since the Google trial began, and the wiggle room in the ruling itself, publishers aren’t expecting much relief from the court’s behavioral remedies.
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.
By implementing the anti-MFA playbook detailed in the ANA’s November report, brands were able to reduce the portion of their programmatic budgets going to made-for-advertising sites to about 1%.
Despite the backlash against MFA websites, there is still no industry standard to define MFA. So the 4A’s is hosting monthly meetings between buyers and sellers to nail down more explicit criteria for what constitutes MFA.
Ad Fontes plans to spend its newfound capital on hiring media bias researchers, developing an AI model for assessing media quality and enhancing its rating tools for foreign-language content.
Publishers are fed up with brand safety and verification vendors using crawlers to scrape their sites for contextual signals, then using those signals to sell contextual ad products.
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 […]
