The Sell Sider

Instead of erasing the idea of brand safety, we should be developing smarter, more nuanced solutions that protect both news publishers and advertisers.

Halfway through 2024, however, many publishers are feeling hopeful, especially as election season heats up and puts a focus on news – a category with an extremely engaged audience, writes Connatix CRO Jenn Chen.

Setting price floors can unlock additional revenue. But only by setting the “right” floor for any given impression can you increase and not harm yield.

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?

Even if the industry finds a way to replace the cookie, it won’t matter if publishers no longer have traffic to monetize.

Why does MFA continue to thrive? MFA monetization benefits everyone in the ad tech ecosystem that collects a revenue share. That includes both SSPs and DSPs.

If advertisers feel like they need to go out of their way to support journalism, that is proof the programmatic open marketplace is broken. Yet we can’t place all the responsibility on the buy-side; media owners need to develop effective strategies to support themselves.

Continued low concentration of brand spend in the mid- and long-tail retailer segments could pose an existential threat to grocery businesses, negatively impacting local communities.

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.

Privacy Sandbox’s Protected Audiences API causes increased latency, decreasing viewability and yield. Given these issues, publishers simply cannot afford to test PAAPI at scale.