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»The Sell Sider

LGBTQ+ Censorship On Social Networks Needs To Stop

The LGBTQ+ community is the fastest-growing minority group in the US, accounting for over 20% of Gen Z. Yet, to date, social platforms have not fully embraced and supported our community. Across popular social networks like Facebook and TikTok, queer creators face censorship and potential legislation to limit their rights, writes Lauren Zoltick, director of performance marketing at Storyblocks.
by AdExchanger Guest Columnist // August 10th, 2022 //
»
Brands Are Wary Of News – It’s Up To News Publishers To Change Their Minds

Marketers are often mission-driven. But too often, when informing the public through news and information is of utmost urgency, marketers choose to steer clear not just from bad or hot-button issues, but from all news content entirely, choking off potential revenue for news enterprises and doing a disservice to the public good, writes Dev Pragad, CEO of Newsweek.
by AdExchanger Guest Columnist // August 3rd, 2022 //
»
To Survive, Publishers Have To Focus On Building Trust

Multiple threats to the ad tech industry make navigating forward complicated, writes Rob Beeler, Founder and CEO of Beeler.Tech. But as “fun” as it is to bet on what dooms us, might I suggest we start placing bets on what saves us? For publishers, the way forward lies in revenue diversification and building real trust with consumers.
by AdExchanger Guest Columnist // July 29th, 2022 //
»
Advertisers Have An Environmental Responsibility

All ad tech activities, from buying impressions to processing data, require electricity. And it’s estimated that the Internet’s overall environmental impact is around 2%-4% of global carbon emissions, which is on par with the airline industry. But there’s a very real opportunity to ignite real, long-term change that can benefit all stakeholders involved, writes John Goulding, global chief strategy officer at MiQ.
by AdExchanger Guest Columnist // July 27th, 2022 //
»
Why Digital Media Company Recurrent Is Prioritizing PMPs And M&A

Investment firm North Equity has amassed a portfolio of established media brands like Popular Science, Field & Stream and Saveur with a few new media upstarts mixed in, including The Drive, Task & Purpose, Donut Media and MEL Magazine. In 2021, North Equity launched Recurrent Ventures as its media division. Its CRO, Matt Young, spoke with AdExchanger about Recurrent’s acquisition strategy, its ambitions in CTV and gaming and why the company is prioritizing its private marketplace business to reduce its reliance on open web programmatic.
by Anthony Vargas // July 22nd, 2022 //
»
Post Third-Party Cookies, You’ll Need This First-Party Media Monetization Checklist

One of the most overlooked caveats around the shift to first-party assets is that no successful monetization strategy can be built in isolation. A future-facing media monetization strategy must work in two concentrical contexts: within the media owner’s environment itself and within the advertising environment, writes Alessandro De Zanche, audience and data strategy consultant.
by AdExchanger Guest Columnist // July 20th, 2022 //
»
Can Standardized Content Taxonomies Level The Playing Field For Publishers?

Scale. That’s the dirty five-letter word that keeps advertisers and agencies spending their budgets with Google and Meta. Even the largest and most prestigious publishers can’t come close to delivering that kind of scale. But one area where publishers have an advantage over the duopoly is content.

by AdExchanger Guest Columnist // July 15th, 2022 //
»
Publishers Deserve To Be A Priority For Ad Tech

Digital media is undergoing rapid evolution. However, from CTV adoption to industry protocols around user privacy, growth and innovation tend to focus first on advertiser challenges, writes Andrew Smith, SVP of publisher products at DoubleVerify. Publishers need a seat at the table, too, he said, rather than being forced to make do with limited resources and bridge gaps in tech stacks.
by AdExchanger Guest Columnist // July 13th, 2022 //
»
Google’s Topics API Picks On Smaller Publishers

Google recently began testing Topics API, the latest part of its Chrome Privacy Sandbox. It’s a significant improvement over FLoC, but it leaks audience information from trustworthy sites and enriches large platforms at the expense of niche or independent sites – especially sites that invest time and skill to cover categories in detail, writes Don Marti, VP of ecosystem innovation at CafeMedia.
by AdExchanger Guest Columnist // July 8th, 2022 //
»
Five Reasons Why Ad Networks Just Won’t Die

For years now, the digital advertising industry has been talking about the premature death of the ad network, writes Omri Argaman, chief growth officer at Zoomd. But there’s a reason why ad networks have survived for so long – they have standardization and massive reach, and are primed to become major growth engines for certain channels (such as in-app and mobile gaming) compared with programmatic exchanges.
by AdExchanger Guest Columnist // July 6th, 2022 //
»
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