Digiday’s Post

"...insightful case study for publishers across the industry, many of which are continuously weighing the value of their subscription product against the drag it creates on their advertising business." https://lnkd.in/g4H42fkH ADWEEK TIME #Publishing #Advertising #DigitalMedia

The fourth quarter of 2023 wasn’t so bad for all #publishers. In fact, overall the final three months of the year ended up being a period of “stabilized growth” for digital publishers’ #advertising businesses, according to boostr’s Q4 2023 Media Ad Sales Trend Report, which covered more than 100 U.S.-based digital media companies. Patrick O'Leary, CEO and founder of Boostr, told Digiday that publishers are seeing a return to stability with ad revenue having an average growth rate of 4% in Q4. Compared to the previous two quarters, this does reveal a leveling out, versus the continued steep declines experienced throughout 2022. In this piece by Kayleigh Barber, we also speak to Lindsey Abramo of World of Good Brands, and Riva Syrop of Apartment Therapy Media.

TripleLift's DE&I report reveals gaps in digital ad spend and launches Publisher Tech Fund to support diverse-owned publishers. read more: https://lnkd.in/d5Y8PpVG Thomas Brandon | Bonin Bough | Group Black | Deva Bronson | dentsu #DEI #Advertising #Publishers #Programmatic #Digital #Adtechtoday

The Trade Desk (TTD) announced a list of 100 premium publishers and it opens up more questions than answers. The top 3 for me are: 1) Premium to whom?  The days of 'universally premium publishers' and of global site lists are long gone. Each advertiser will have to look across the whole advertising landscape and decide based on their campaign goals what premium looks like in their particular context. A B2B advertiser and a D2C beauty brand will have a very different definition of what 'premium' is. Is this list meant to be viewed from the perspective of a buyer or a consumer? Is this a list of TTD's best customers? 2) Who watches the watchmen?  As an industry we’re in near-universal agreement that we need greater transparency: it’s one of the main things we keep asking for from walled gardens. And just like a walled garden, you can't grade your own homework successfully - it is inherently a position of conflict of interest. For publishers, this list creates yet another set of 'criteria' they need to meet, except this time it's not entirely clear what they need to do in order to succeed. While the list includes some international publishers, at the head of the list sits Hulu, famously not available in many markets outside the US. Also unclear is how and why an international publisher would rank higher than some US properties if this is a US focused list. While the top 3 on the list are all CTV companies (who work with TTD):Hulu, Disney+ and Max, noticeably absent from the list is Netflix. eMarketer found that in 2023 Netflix brought in $0.62Billion in US connected TV advertising revenues. Paramount + brought in $0.28billion and it's featured as #14 on the list. 3) Cookie deprecation  With the industry working towards solutions for the inevitable(?)cookie deprecation, there's a land grab for pole positions in the new ecosystem. TTD has positioned itself as a shepherd & champion of the open internet in the face of walled gardens and with their cookie-less solution (UID2) are well positioned to continue their fight for market-share against the Googles of the ecosystem. With this latest move of ranking their own supply, however, it appears TTD is getting positioned to become an ad network of the open internet, in effect creating another walled garden under their Unified ID. If you can't beat them... join them? Eric Seufert please add this to your master spreadsheet of all things ad network. The need to make sense of the open internet is real and immediate: TTD is trying to address a universal market need of helping buyers understand exactly what they're buying, but a custom list isn’t what’s needed. I'd argue that this goal would be better served with TTD opening up their data and insights to third-party measurement companies to truly be able to make sense of the open internet and rank it in a way. By allowing third parties to create independent and transparent metrics, advertisers can truly find what is premium for their own use-cases.

Great article from Digiday leveraging Operative’s Benchmarking data on the resilience of media companies as they navigate in 2024. Despite a slow start, programmatic CPMs remain strong and renewed conversations from advertisers signal good signs for the rest of Q2! Read more at the link below. #benchmarking #publishergrowth #Advertisingtrends #publisherinsights https://lnkd.in/eGak5PAk

Discover how Operative's STAQ can empower you with the same insightful benchmarks on media company resilience and programmatic CPM trends as highlighted in this great Digiday article. Stay ahead in 2024 with STAQ’s analytics and insights. #MediaTrends #ProgrammaticCPM

⁉️Is advertising spend today less effective than it used to be? An ANA study has found that only 36c in every $1 spent on programmatic advertising is seen by the consumer, and that 86% of all ad impressions came from just 7% of sites where the ad appeared (listen here: https://lnkd.in/gb-NF3yc). I worked at a “traditional” media organisation for quite a while and I’d often hear some variation of the old Wanamaker quote: “Half the money I spend on advertising is wasted; the trouble is I don't know which half”, as an argument against spending on traditional channels. So 36% vs 50% 🤔 Mi3Australia #advertising #advertisingandmarketing #programmatic #media

Online ad revenue volume is meaningless.  Share of "total online ad dollars spent" is the only true indicator of how a publisher is doing. Premium publishers' share of the total digital ad spending pie is abysmal. Selling their ads programmatically is unequivocally not helping, it's actually hurting them.  So why do publishers continue to sell a significant percentage of their ad inventory programmatically? Publishing executives love the idea of making ad sales revenue without making sales calls. So, what's the problem? If you don’t sell the ads that run on your site, how do you learn enough to renew and increase ad spending levels? You don’t. #Onlinepublishing #Digital #Programmatic #Adsales #Adtech

The annual IAB Internet Advertising report is here! Revenues in the digital advertising industry hit a record-setting $225 billion, marking a 7.3% increase year-over-year. Learn more about what 2023 looked like for advertising and what is expected in 2024 from the report, featured in ADWEEK: #Advertising #DigitalAdvertising

The advertising industry is on the brink of a monumental milestone. Global ad revenue is forecasted to reach $1 trillion sooner than expected, a significant leap that highlights the dynamic and rapidly evolving nature of the digital advertising landscape. This blog delves into the factors contributing to this growth, the implications for advertisers and publishers, and what to expect in the coming years. #AdTech #BoostEngagement #GrowYourAudience #MaximizeReturns #DataDrivenMonetization #FutureProofMonetization #MediaOwners #DigitalEntrepreneurs #ContentCreators #PublishersNetwork #AdOpsSpecialist #MarketingManagers #ContentMonetization #YieldOptimization #RevenueGeneration #MonetizeYourContent #AdTechSolutions #GrowYourBusiness #CTVAdvertising #InAppMonetization #WebsiteMonetization #hntgaming