Week 2 | April 2024
Times Internet for Marketers
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In-Depth
Demand platforms are facing a significant challenge with the escalating costs of programmatic inventory. The rise in invalid traffic and the proliferation of made-for-advertising (MFA) sites, combined with a growing number of intermediaries in the bid stream, are inflating inventory expenses. How can demand platforms effectively reduce waste and minimize associated costs in this scenario?
Work with the ad exchanges: Ad exchanges serve as established channels for marketers to access vast impressions quickly, with numerous ad placement options and control over spending and frequency. However, they come with challenges like high fees, opaque pricing, and limited effectiveness when demand is concentrated. Some exchanges even prioritize their own demand or ad formats, potentially affecting renderability, especially for advanced formats like video and playable units.
Work with an SDK-less mediation platform: To avoid high take rates from ad exchanges, consider SDK-less mediation platforms. Integration with these platforms requires no SDK and offers easy setup and maintenance. Some platforms with no demand-side fees or conflicts of interest, aim to maximize demand sources. However, relying on their SDK may limit ad format capabilities, particularly for video ads.
Build your own SDK and integrate with mediation layers and publishers: Demand platforms can develop and integrate their SDKs directly into apps via a mediation layer, which typically charges a 5% bidding fee deducted monthly, allowing publishers to keep 100% of bids. Although having their own SDK provides control over creative rendering and reduces fees compared to exchanges, creating, integrating, and building a network is a lengthy and costly process.
Industry News
VerSe Innovation has revealed its acquisition of Magzter, a global digital newsstand accessible across various platforms. This acquisition signifies Dailyhunt's strategic entry into premium content. Branded as Dailyhunt Premium, this subscription-based service will grant users access to premium content from international publishers in more than 60 languages.
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Adobe has launched the new Adobe Express mobile app, offering features driven by Adobe Firefly AI to millions of content creators worldwide, anytime, anywhere. Adobe Express is an all-in-one AI content creation app, simplifying the process of ideating, designing, and sharing social media posts, videos, flyers, logos, and more. Its popularity has surged, with users doubling their content creations in the past year.
IndiaDotcom Digital (IDPL) has named Devika Dayal as the Head of Revenue (Digital). In this role, Dayal will oversee Display, Branded Content, and IP Revenue portfolios across all digital platforms of IDPL nationally. Before joining IDPL, Dayal held key positions in prominent media companies such as Discovery Channel, TLC, CNN-IBN, History TV18, and ITV Network- News X, where she played a pivotal role in developing business strategies, enhancing revenue streams, and fostering partnerships.
In response to India's foreign investment regulations and regulatory scrutiny, the BBC in India has restructured, dividing its operations into two entities: its core newsgathering team for English outlets remains in India. At the same time, a new Indian-owned company named the 'Collective Newsroom' will produce content for other language services. The Collective Newsroom, founded by four BBC staff, aims for quality journalism and includes around 200 former BBC employees.
Rajesh Iyer has resigned from his role as Business Head - Regional Entertainment at Viacom18 Media Pvt Ltd. He took on this position in October 2020, overseeing Colors Tamil, Odia, Gujarati, and Bangla channels, after joining Network18 in March 2019. He worked closely with the leadership team during his tenure, initiating various new projects.
Navigating the supply maze requires innovation & adaptation 🚀 Remember, Elon Musk once said greatness comes from rethinking the conventional. Each step in mobile demand platforms opens up new opportunities for growth and connection. Let's embrace change and innovate together! #Innovation #DigitalMarketingDigest