In a polarized media landscape, American readers seek unbiased news sources. That’s where The  Independent is gaining ground, with its unique blend of neutrality and fresh perspectives.

During a conversation with Ruth Mortimer, Global President, Advertising Week, at Advertising Week NY, The Independent’s CEO, Christian Broughton, highlighted how the publication’s ethos and commitment to independent journalism resonates across the Atlantic.

The UK-based Independent is making significant strides in the U.S., striking a chord with audiences eager for straightforward news coverage.

By staying true to its independence and rigorous journalism values, The Independent experienced a 120% increase in reader engagement this year – making its model a blueprint for U.S.-based publishers.

Much of the media outlet’s success is rooted in capturing readers “at a moment of curiosity,” says Broughton. That’s true whether they’re seeking clarity on a political decision or looking for recommendations on lifestyle choices. With a mix of hard news and non-news content, the publication has mastered attracting both readers and advertisers looking for a trusted environment to reach audiences.

A Different Kind of News: Why Independence Matters

The Independent’s core philosophy is to deliver unbiased, factual news without aligning with political parties. This neutral approach is a brand promise driving everything the publication does, from investigative reporting to analyzing key political events.

This is why it’s working for American readers. They want news that doesn’t push an agenda in one direction or the other. As one subscriber from Illinois shared, “I really appreciate the way The Independent has an outsider view because it’s not Democrat, it’s not Republican. It just reports the news.” 

US Readers Are Flocking to The Independent 

In the past year, along with the publisher’s engagement skyrocketing, they also realized an impressive 50% increase in U.S. readership. “If you multiply those two things together, the pages we’re getting now are more than triple what we had in December last year,” Broughton explained. The 2024 election cycle, and global news events, accelerated demand for The Independent’s unbiased coverage.

This surge in U.S. traffic is changing the publication’s landscape. “In the UK, we’ve overtaken competitors like The Guardian in unique users. In the U.S., we’re now within 5% to 8% of where Mail Online is,” Broughton shared. The Independent is appealing to American readers,  not by leveraging its Britishness but by offering a fresh, direct perspective on news that resonates with an audience seeking trustworthy journalism.

Beyond the Headlines: Elevating Lifestyle and Video Content

Traditionally known for its news coverage, more than half of The Independent’s content focuses on lifestyle and entertainment, which keeps readers engaged and connected. Bougton explained that the publication’s audience appreciates its news coverage as much as its optimistic, fun, and entertaining approach to non-news content.

The Independent is capitalizing on this insight with plans for scaling lifestyle offerings in the U.S., especially video. “We did like 80 million video views last month,” Broughton noted. This success is attributed to Independent TV and documentary content, like a recent documentary about reproductive rights in the U.S. 

Beyond serious topics, the publication focuses on lighter content like travel and wellness. “Travel Smart is a series that we’re going to launch across America very soon,” Broughton teased. Expanding into lifestyle programming, especially on social platforms and YouTube, provides advertisers with new opportunities to connect with this highly engaged audience.

Values-Driven Journalism: Social Justice and Climate Awareness

The Independent’s commitment to progressive values, in areas like social justice and climate awareness also deeply connects with audiences. 

“We were pushing for social justice and climate action long before it was fashionable,” Broughton shared. “People don’t really feel strongly about social justice until they see how it’s been disregarded — until they read the stories of people being downtrodden. That’s what gives those values meaning.”

This values-driven journalism has been crucial in maintaining the publication’s credibility and building trust with readers. For advertisers, it provides a space to align with socially conscious content.

“You don’t have to advertise on news brands but think about the context, and the state of mind people are in when they see your ads on other platforms. Are they seeking information, making decisions, and trusting the source? That’s what The Independent creates — a trusted, curious audience at the right moment,” Broughton explained.

Scaling Up and Diversifying Revenue Streams

As The Independent continues its growth trajectory in the U.S., plans are mounting to further diversify revenue through ecommerce, branded content, and retail media. “We’ve heavily diversified our business beyond the usual news brand expectations,” Broughton said.

The publication is also getting a new address in the U.S.

That’s right. One major upcoming change is a move to a new URL — the-independent.com — away from the UK-centric, co.uk domain. Broughton believes this will help the brand feel more at home in the U.S. market. “It always felt like we were carrying around a little Union Jack rucksack,” he quipped.

It’s safe to say that The Independent has found the winning formula, and is poised to become an even more significant player in the U.S.

The post From Across the Pond: How The Independent Is Capturing U.S. Readers  appeared first on AdMonsters.

Are advertisers afraid of the news? That’s the question Jana Meron, VP of Revenue Operations and Data at The Washington Post, asked at Programmatic IO. 

For many brands, the answer seems to be a resounding “yes,” especially during politically charged election cycles. But Meron had a different take. She argued that this fear-driven approach is outdated and costs advertisers big opportunities.

Just a few months earlier, she spoke to publishers at AdMonsters Publisher Forum in Boston, focusing on how publishers can balance brand safety with revenue using smarter, more nuanced solutions that respect journalistic integrity. 

Both advertisers and publishers should rethink what it means to be “brand safe” in the fast-evolving news world. So what lessons did we learn from Meron about why it’s high time to move beyond fear? 

A Tale of Two Audiences: Advertisers and Publishers
At Programmatic IO, Meron talked directly to advertisers, addressing their fears of placing ads near news content, especially political coverage. Armed with data, she made a compelling case for why this fear is misguided. 

For instance, she revealed that ads next to political and opinion pieces on The Washington Post see a 55% higher click-through rate than other parts of the site. That’s right—people are paying attention, and these are the valuable, engaged audiences that brands dream of reaching.

At AdMonsters Publisher Forum, Meron spoke to publishers about how they can proactively address brand safety concerns without sacrificing high-quality news content. She explained how The Washington Post uses AI and machine learning to analyze context, sentiment, and risk level of news content — creating a nuanced taxonomy allowing advertisers to set their omfort levels.

This move away from the old “sledgehammer” approach, towards a data-driven strategy, opens up more ad inventory without sacrificing journalistic integrity.

Why Are Advertisers Still Afraid?

Let’s get into the numbers. According to the 2024 Madison and Wall Ad Spend Forecast, 83% of US marketing executives expressed concern about advertising during elections. In fact, some advertisers blocked more than 40% of WaPo’s inventory this year to avoid “risky” content. This, Meron argues, is a shortsighted move.

The Washington Post reaches 10.9 million election-specific readers, 43% of whom are retail investors and many are decision-makers. These news consumers — particularly those engaging with political content — are some of the most valuable readers out there. These aren’t casual readers; they’re engaged, informed, and don’t mind ads.

The Brand Safety Double Standard

So, what’s the problem? Meron says it’s the old-school brand safety rules treating all news content the same way. The brand safety tools that once acted as a necessary shield against fraudulent or harmful content have morphed into blunt instruments, blocking swathes of legitimate news inventory.

The fear is that ads appearing next to controversial topics will hurt the brand’s image. But Meron pointed out that these worries don’t hold up. Most news consumers understand that ads don’t endorse the story next to them. In fact, they often see brands in news as more trustworthy.

Meron calls for a smarter approach. Instead of broad keyword blocklists, we need tech that can differentiate between high, medium, and low-risk content. The Washington Post uses AI to do just that, unlocking 15-25% more ad reach for advertisers. It’s proof that you don’t need to sacrifice quality for safety.

Tech Has the Answers—If We Use It Right

What’s the big takeaway from both of Meron’s talks? The tech is here to help us handle brand safety better. AI and machine learning can understand the context of news, including sentiment and bias. That means we can stop treating all news as risky and start making more informed choices.

“The fear that news is too risky is understandable but doesn’t make sense,” she said at Programmatic IO, emphasizing that modern tech can identify sentiment, bias, and context in ways that past tools could not.

At AdMonsters Publisher Forum, she pushed publishers to educate advertisers on this new reality. “It’s not the year of mobile or whatever,” she said. “It’s time to actually do something.” Publishers can use these tools to show advertisers that news content isn’t something to fear — it’s an opportunity.

Facing the Fear: Time to Rethink Brand Safety

It’s time for both advertisers and publishers to face facts and stop letting fear dictate brand safety strategies. Meron made it clear: advertisers are missing out by avoiding news content. Ads next to quality journalism have higher engagement and reach valuable audiences. Meanwhile, publishers should embrace advanced tools to offer nuanced brand safety solutions that align with their content’s integrity.

News Is Good News for Your Business

Brand safety in 2024 doesn’t mean avoiding news and risk entirely — it’s about understanding, navigating, and harnessing it to capture highly engaged, valuable audiences. And, publishers, for their part, must continue to advocate for smarter, more nuanced brand safety measures that respect the integrity of news.

The tools and strategies are there; it’s time for the industry to use them. The audience is waiting. As Meron said, “News is good news for your business.” The sooner we face the facts and acknowledge that, the better off the entire ad tech ecosystem will be.

The post Rethinking Brand Safety: Lessons from Jana Meron on News Advertising in 2024 appeared first on AdMonsters.

With testimonies revealing Google’s deep grip on ad tech, we unpacked how this could reshape the industry and finally give publishers their due. Watch the full breakdown and get the highlights of the trial here.

Hey Monsters! We’re back with our coverage of week two of Google on Trial, and let’s just say it’s heating up like a summer block party.

This week, we peeled back more layers of Google’s ad tech dominance — revealing how publishers, once sidelined, finally have their grievances heard in court. If week one was the appetizer, week two served the main course, and the DOJ wasn’t holding back.

Catch the full video recap below…

Publishers: “Just Give Me My Money”

Last week’s testimony made it clear — publishers have been getting the short end of the stick. With Google controlling AdX, the biggest pool of premium advertisers, publishers don’t have much leverage. Even though there’s plenty of demand, publishers aren’t cashing in like they should. Between Google’s 20% cut and their alleged sneaky peeks at competitor bids during the First Look days, it’s no wonder publishers felt like they were being squeezed.

It’s like publishers were throwing the biggest club night, but Google controlled the guest list and took a big chunk of the door charge, leaving publishers with barely enough to cover the bar.

Even U.S. District Judge Leonie M. Brinkema bluntly asked: Does Google’s ad tech actually benefit publishers? Spoiler alert: according to the DOJ’s witness, if Google wasn’t meddling in the auction process publishers could’ve walked away with a lot more.

Unified Pricing Rules: A Straitjacket for Publishers

Next up, came the Unified Pricing Rules (UPR). Google sold it as a win for efficiency and innovation, but publishers tell a different story. Matthew Wheatland from The Daily Mail testified that UPR caused a dip in revenue per impression, leaving publishers gasping for air.

Sure, there was an uptick in overall revenue when UPR rolled out, but Wheatland pointed out that this likely came from a surge in web traffic, not from Google’s pricing rules. Without that traffic boost, the hit would’ve been much worse. He also noted that if The Daily Mail tried to move away from Google’s ad server, they’d be staring down a 28% revenue loss. That’s what happens when you’re locked in Google’s ecosystem.

Defense Buzzwords & Bingo Cards: Google’s Shield

Google’s defense team has relied on buzzwords like “brand safety” and “inventory quality” to paint themselves as the good guys.

Our friend Arielle Garcia over at Check My Ads spiced things up with her “Defense Buzzword Bingo,” turning this corporate showdown into a game — literally. But behind all the buzzword smoke, the truth is much harsher. Google’s “innovation” isn’t really about pushing the industry forward — it’s about maintaining an iron grip on ad tech.

Key Testimonies: Behind the Curtain of Ad Tech Monopoly

The courtroom spotlight shone on some big Google players last week. YouTube CEO Neal Mohan stepped in to explain the inner workings of Google’s ad tech strategy, tracing it back to the DoubleClick acquisition. According to Mohan, this acquisition was meant to drive innovation, making life easier for publishers and advertisers.  Sounds great, right? But the DOJ didn’t buy it. They pointed out that Google’s shopping spree — including acquisitions like DoubleClick and Admeld — was more about wiping out the competition than building better tools.

Mohan tried to defend Google’s habit of “parking” acquired companies, saying it was about letting them run independently while syncing up their tech. He swore Google’s rise came from “product innovation and services,” but the government painted a different picture — one where Google’s integrated ad stack turned rivals into roadkill.

Then we had Nirmal Jayaram, Senior Director of Engineering at Google, in the hot seat. Jayaram did his best to downplay internal documents showing how Google allegedly used AWBid to snatch up publishers from competitors. His testimony was jam-packed with buzzwords like “latency” and “brand safety,” contradicting earlier evidence about Google’s strategy. There was a big gap between what internal emails said and what was claimed in court. Classic Big Tech spin, if you ask us.

Publishers Finally Seen: The Trial’s Turning Point?

For the first time, publishers are stepping out of Google’s shadow, with their frustrations about ad tech monopolization being aired for everyone to see. As our brother from another mother, AdExchanger’s Anthony Vargas called it — publishers are feeling seen. The years of discontent, the quiet side-eye at conferences, the “let’s call up our Google rep” complaints? They’re now front and center. And it’s about time.

Global Implications: What Happens Next?

This trial isn’t just a U.S. thing. The ripple effects are being felt worldwide, from the U.S. courtroom to the EU, where regulators are watching with popcorn in hand. Sure, Google scored a small win in Europe last week, dodging a $1.66 billion antitrust fine. But don’t let them pop the champagne just yet — the global fight against Big Tech dominance is far from over.

Stay tuned as Andrew Byrd, Yakira Young, and Lynne d Johnson return to dive deep into week three of Google on Trial.

The post Google on Trial: Unpacking Week Two of the DOJ’s Case and What It Means for Publishers appeared first on AdMonsters.

This recent political season has been full of twists and turns, and that doesn’t seem to be changing anytime soon. We’re all looking for ways to contextualize this presidential election cycle to keep our heads wrapped around what’s happening. 

A recent analysis by GumGum sheds light on how the media portrays Vice President Kamala Harris and Former President Donald Trump in political discourse. Utilizing their advanced contextual advertising tool, GumGum examined over 5 million pages of political content from late July to uncover trends in media coverage and sentiment. 

The findings reveal a significant disparity between mentions and sentiment: the media mentioned Donald Trump more than 1.7 million times, while Kamala Harris was mentioned around 1.36 million times. Notably, Kamala Harris’s media presence surged by 388% on the day of her candidacy announcement.

We chatted with Hailey Denenberg, VP of Strategic Initiatives, Data at GumGum, to explore these findings and how contextual advertising can help political advertising campaigns.

Leveraging Contextual Analysis for Political Campaigns

Andrew Byrd: Why did GumGum decide to conduct this study? What were your goals, especially in relation to your contextual tool?

Hailey Denenberg: Our contextual technology, developed over the past 15-16 years, uses computer vision and natural language processing to understand content as a human would. With the upcoming political campaign, we wanted to leverage this technology to track trends over time.

Given our extensive programmatic integrations with large platforms like DSPs and SSPs, we have a vast amount of classified content at our disposal. Following Kamala’s presidential announcement, we found it particularly interesting to analyze how the open web and editorial content discussed Kamala versus Trump over the last two weeks in July. We focused on mentions and sentiment, aiming to understand how each candidate is perceived and discussed in content.

Understanding how different editorial voices and platforms perceive and talk about each candidate, especially in terms of sentiment, provides valuable insights into the broader public discourse. Our goal was to use this analysis to uncover trends and patterns in how content about these candidates is produced and consumed, ultimately offering a deeper understanding of the political environment through the lens of digital content.

AB: The upcoming election is full of unexpected developments, especially after Kamala’s recent announcement and the campaign’s strategic execution. Given this dynamic, can you explain how contextual analysis helps understand political coverage?

HD:  Contextual analysis has many applications, especially in presidential campaigns. Advertisers should stay updated on how content is trending, positively or negatively. Think of it as playing offense and defense. For instance, if mentions of Kamala’s opponent, Trump, spike negatively, her campaign can play offense by surrounding that content with positive messaging about Kamala.

On the other hand, they might want to avoid any negative mentions of Kamala to keep the messaging streamlined, which is more of a defensive strategy. Understanding these content trends as different announcements unfold allows campaigns to use advanced contextual targeting. They can target all positive or negative content that mentions specific candidates, leveraging this analysis to shape their messaging effectively.

AB: How can publishers benefit from these technologies?

HD:  Yes, publishers can significantly benefit from contextual technologies. For example, news publishers can strategically package their inventory by grouping positive political news and offering it to brands comfortable with political content but wanting to avoid association with sensitive issues like abortion or immigration. This allows them to monetize content that aligns with the advertiser’s brand safety requirements.

Advanced contextual technologies not only understand the sentiment of the content but can also identify and filter out specific sensitive topics that an advertiser may want to avoid. This capability is crucial for maintaining brand safety while still allowing advertisers to participate in positive, relevant conversations.

Addressing Brand Safety Concerns

AB: At our last conference, there was a significant discussion about brand safety. Advertisers naturally want to avoid being associated with certain content, but publishers face revenue challenges due to these restrictions. How does GumGum approach brand safety, especially in contextual advertising?

HD:  Brand safety has become even more critical recently, especially with the news around the dissolution of VM and GARM. While we align with the GARM framework, we’ve also developed our custom threat categories beyond the usual “Dirty Dozen” like violence.

This is important because while positive contextual targeting aligns with preferred categories, there’s a strong demand for blocking or negatively targeting specific categories. Where GumGum stands out is in video analysis. For instance, in political advertising, which is huge for TV and CTV, most providers struggle to analyze what’s happening within the video content. 

However, our advanced video contextual technology allows us to explore the complete audio transcription and perform scene-by-scene or frame-by-frame analysis. This helps us determine what parts of the video are brand-safe or suitable according to our established threat levels, ensuring more precise targeting and reducing over-blocking.

Reaching the Right Audience and Environment

AB: How does contextual advertising help political ads reach the right audience in the right environment?

HD: At GumGum, we focus on placing ads where they are most relevant, using a deep understanding of content. For example, if someone is reading an article about the election and sees an ad with positive messaging about a candidate like Trump, it aligns with what they’re already thinking about. 

This increases the ad’s effectiveness, especially when combined with geo-targeting in swing states. It’s all about reaching consumers at the moment they’re considering a topic, which can influence their actions.

AB: Does your approach to contextual advertising change depending on whether it’s on mobile, desktop, or other platforms? Or is there generally much overlap?

HD: Generally, there’s significant overlap, as reaching the consumer in the right mindset is often based on the content itself, which tends to be consistent across devices like mobile and desktop. However, attention models can vary depending on the environment. We have different panels for mobile and desktop, and we’re beginning to explore video. While I don’t have definitive data yet, it will be interesting to see if there are differences in optimal attention times across these environments.

AB: What final advice would you give to advertisers and publishers considering political advertising and contextual targeting?

HD: I advise them to gather as much data and insights as possible from various sources. This will help you uncover unconventional ways to position your brand or supply. Instead of sticking to obvious choices, explore new audience segments. For instance, while Nike might seem like a fit for sports content, insights might reveal it’s also popular in Home and Garden content due to a current trend. By broadening your perspective, you can enhance your targeting strategy and reach new audiences more effectively.

The post How Contextual Analysis Shapes Political Campaigns: Insights from GumGum’s Hailey Denenberg appeared first on AdMonsters.

While in Boston, we didn’t just indulge in delicious lobster with garlic butter (which was as amazing as it sounds); we also dived deep into the pressing issues facing our industry.  The timing was perfect, as news dropped about X suing GARM, Unilever, CVS, and others — fueling plenty of conversations during Tuesday breaks.

Our publisher forums are always valuable, but this one hit differently. The focus was clear: everyone was determined to crack the code to retain more revenue. This time around, attendees were in rare agreement, openly discussing their biggest challenges as publishers. The great main-stage presentations and breakout sessions all revolved around one core question:

What is the future of revenue? Three key themes emerged: data, transparency, and diversifying ad revenue across diverse publishers. Let’s explore each of these critical areas in more detail.

Unlocking the Treasure Trove: How Data is the Golden Key to Future Revenue for Publishers

I’d be rich if I got paid for how often data came up in conversations. But it’s no surprise—it’s at the forefront of every publisher’s mind. The conference started with a bang when Claire Atkin, CEO of Check My Ads, took the stage. She kept it real, to say the least, ruffling some vendor feathers, but hey, we’re here to expose the truth. 

Atkin emphasized that the ad tech industry must embrace a new era of accountability and transparency. To empower advertisers and ensure purveyors of disinformation don’t hijack their brand messaging, she advocates for hourly log-level data and “know your customer” requirements.

Jeff Goldstein, Head of Programmatic at Future, shared how they rely heavily on their first-party data platform, Aperture, to collect and unify data signals from their 200+ owned and operated properties. This data is key for audience segmentation and building media products. Goldstein and his team collect data signals that give advertisers better insights and help create more precise targeting products. These signals include brand, model, and category information from the content, which helps Future understand how audiences behave, consume, and shop.

During the Deal Curation session, Scott Messer explained how these curations create a less leaky data-sharing environment. This is crucial, considering how data often leaks somewhere in that black box called the ecosystem.

Rick Welch, who works on advertising partnerships at Western Union, shared how they use their audience data to sell media and create cohesive, multi-touch packages for advertisers. And yes, when we say Western Union, we mean Western Union, the publisher, as they have thousands of owned and operated screens strategically lighting up retail spaces and locations worldwide. Their digital out-of-home network is making waves, proving they’re not just money movers but also a force in the digital advertising game.

Transparency and Collaboration: The Dynamic Duo Powering the Future of Publisher Revenue

Data and transparency were neck and neck in Boston, given how often attendees discussed both. This brings us back to that black box in ad tech — everyone is doing something, but no one knows what anyone else is actually up to. Publishers may know the pipes that generate their revenue, but what happens inside the ad tech ecosystem often remains a black box—how bids are made, who’s bidding, and where the money goes. Brands don’t have full visibility into agency strategies and tactics, while agencies may lack insight into the brand’s internal goals and data.

This has to change, and fast. The only way forward is through collaboration and establishing more transparency. In other words, talk to each other. It’s really that simple even a caveman can do it, jk.

I recall at least four sessions that directly addressed transparency. Jana Meron discussed it in her keynote, and John Shelby, Director of National Programmatic Sales at Zoom Media, Gym-TV, also brought it up in his Ops to Sales workshop. Attendees further explored this topic in the media quality session featuring Addy Atienza, VP of Programmatic Revenue and Streaming Operations at Trusted Media Brands, and Roxanne Allen, Head of Ad Ops at Dotdashmeredith. Finally, Atkin and Goldstein shared valuable insights on transparency during their keynotes. Goldstein also talked about how important it is to partner with advertisers to share sales data, which is vital for validating the effectiveness of high-intent segments. This collaboration explicitly boosts campaign ROI and refines audience targeting.

Meron shared some compelling stats on brand safety and made a strong case for the ongoing relevance of quality news. She stressed that brand safety and news SHOULD NOT be mutually exclusive, and advertisers should feel confident placing ads next to election content. Consumers with high political interests are highly engaged and could be lucrative.

She also emphasized that everyone needs to communicate to enhance brand safety across the board; publishers can no longer be left out of the conversation. Atienza and Allen echoed this sentiment, highlighting the lack of transparency, the challenges in getting verification vendors to address misclassifications, and discrepancies in reporting. They also pointed out how publishers are excluded from brand safety conversations, with agencies often defaulting to broad, non-contextual blocking measures.

The main theme of Shelby’s Ops to Sales workshop was clear: “Communicate, communicate, communicate, educate, educate, educate.” The key takeaway was the need for greater transparency, both internally between ad ops and sales teams and also with clients.

As I mentioned earlier, Atkin also reinforced the need for advertisers to be more transparent and controlled and suggested new strategies.

Spreading the Love: Why Championing Diverse Publishers is the Secret to Industry Growth

Messer’s Deal Curation session stood out for its focus on multicultural publishers. He invited Armando Aguilar, VP of Programmatic Operations at Mirror Digital, and Alex Haluska, Senior Director of Revenue Operations at MyCode, to discuss these publishers’ challenges. Despite representing 40% of the population, multicultural publishers receive only 6% of media budgets—a glaring disparity. 

Promises of increased ad spending on minority-owned and small niche publishers have not materialized. Instead, agencies bottlenecking the budgets, with most diverted to large platforms like Facebook and Google, bypassing diverse publishers altogether. 

Both speakers urged agencies to innovate and be accountable for their spending practices. They also encouraged publishers to engage directly with brands to circumvent agency bottlenecks. Once again, speakers emphasized the need for transparency and accountability in distributing ad dollars. 

The Premium Publisher Shift session began with a powerful visual:  a slide highlighting the disparity between the US Black population (15%) and the ad spend on Black-owned media (2%) to emphasize the issue. Terry Guyton-Bradley, Senior Director of Ad Tech at Fortune, led the discussion alongside Michael Bendell, an ad tech consultant from Ebony, and DeVon Johnson, founder of BlueLife Media and co-founder of BOMESI.

Each panelist offered a unique perspective on how to address this issue. One proposed solution to simplify ad buying was for platforms to aggregate minority-owned media buys. They also discussed the need to dismantle systemic barriers in the advertising industry that prevent minority-owned publishers from thriving independently. 

Advertisers should differentiate their spending on Black audiences from their spending on minority-owned publications, recognizing that these groups have distinct experiences and needs. As an industry, we must find ways to support unique publishers— whether they’re diverse, niche, small — if we want to see real growth. 

Embracing Data, Transparency, and Diversity: The Path Forward for Publisher Revenue

At PubForum Boston, it became clear that the future of publisher revenue hinges on three critical pillars: data, transparency, and support for diverse publishers. The discussions were not just about recognizing these elements—they were about taking actionable steps to make them central to our core strategies.

Data isn’t just a tool; it’s the foundation of future publisher revenue. Transparency and collaboration are no longer optional — they’re essential for defining success. And when it comes to diverse publishers, we need to actively uplift and invest in them, as they are vital to the ecosystem’s growth.

Looking ahead, these themes will clearly shape our strategies, push us to think differently and drive us to work more closely together. The future of revenue is bright, but only if we embrace these lessons, act with urgency, and follow through on our commitments made at forums like this one.

If you missed Lynne and myself chatting about these themes, check it out on AdMonsters LinkedIn

The post PubForum Boston: Three Emerging Themes Redefining Revenue’s Future appeared first on AdMonsters.

This new era of journalism is sticky for publishers. They are currently faced with revenue loss, layoffs, and much more since tech giants are prioritizing clicks over quality content. They invest heavily in creating reliable information, yet the rise of AI-fueled search results threatens to divert traffic away from their sites, potentially cutting off vital revenue streams. 

To stay afloat, publishers continue to focus on diversifying their revenue streams. From launching e-commerce platforms to fostering vibrant online communities, they are rethinking their strategies to build stronger, more direct relationships with their audiences. This shift not only helps mitigate the risks posed by AI-driven search engines but also enhances brand safety and boosts audience lifetime value. By embracing these changes and prioritizing community engagement, publishers can create sustainable business models that support quality journalism.

We spoke with Max Weiss, OpenWeb’s Chief Strategy Officer, about his work at OpenWeb, how the new era of digital media is affecting publishers, and ways they can thrive in this new norm.  

Andrew Byrd: Can you walk me through the work you do at OpenWeb?

Max Weiss: OpenWeb is on a mission to build a healthier open internet. We do this the best way we know how: by building innovative technologies that turn content creators (publishers, brands) into the hosts of thriving, healthy communities. Our best-in-class moderation tech leverages AI to keep those communities healthy and engaging, bringing data and revenue to publishers. Today, we work with more than 5,000 top-tier publishers, hosting more than 150 million active users each month.

As the Chief Operations Officer, I collaborate with our CEO & founder, Nadav Shoval on our mission to help the media industry thrive on the open internet (simple, right?). On a day-to-day basis, I spend a lot of time meeting with leaders in the media industry and working with my teams (product, partner success and trust & safety most often) to help them solve their problems, from audience retention to addressability.

AB: How has the media industry evolved recently, and what are the main challenges publishers are facing today?

MW: Even for an industry marked by constant change, the past year has been eventful. We’ve seen a lot:

• Huge advances in AI changing everything from traffic sources to staffing needs.
• Dramatically falling search and social media referral traffic.
• Google’s flip flop on deprecating third-party cookies more times than I care to recount. 
• Slow-moving but advancing government regulations.
• New social channels for reaching and engaging audiences (which tends to further distract publishers and drain their resources).
• And more…

All together, this means many publishers face risks to their bottom line. There’s a widespread acknowledgement that they need to diversify revenue streams. That’s where we come in – we believe, as do an increasing number of publishers, that building a strong, loyal community is the best way to push back against the tide.

AB: Can you elaborate on the importance of diversifying revenue streams for publishers and how it can impact their sustainability?

MW: From ecommerce and events to entirely new and productized verticals (like for instance, WSJ’s Buy Side and recipes vertical), publishers are doing so much to diversify their revenue. These initiatives are most successful when they’re built on top of a thriving, loyal community — one that congregates around the publishers’ content, most commonly in the comments sections. That community of users and super users multiply the impact of everything else a publisher does to diversify revenue. After all, if a publisher launches a store, who do you think is buying the t-shirt or hat with the publishers’ logo on it?

To get there, publishers need to change their mindsets. They need to begin to think about their content at the beginning of a conversation and themselves as the host of that conversation, rather than simply posting content to social media or their website. We’ve seen it work countless times. A strong community increases time on site, pages per session and return traffic — and increases revenue.

AB: How is AI influencing search results, and what are the potential benefits and drawbacks for publishers?

MW: AI-powered search is just the latest example of how tech companies are taking publishers’ content, monetizing it, and then keeping that new revenue for themselves.

AI-powered search is an existential threat to publishers as it cuts them off from any form of revenue they would generate from web traffic. 

At worst, this is a zero-sum game: AI results keep traffic on search engines themselves, and away from publishers. But publishers are pivoting and building direct traffic streams to rely less on SEO and more on strategies that use 1:1 relationships with users to bring traffic directly to their own sites. By turning inward, publishers will be able to focus on what they do best – fostering and hosting communities around content –something an AI search summary can never do. 

AB: Can you explain the role of community engagement platforms like OpenWeb in helping publishers build a community of registered users?

MW: OpenWeb provides publishers a tailored and unique community engagement experience. The community is similar to a social media platform, all hosted directly on their properties. OpenWeb fosters engaged conversations around topics that matter, in turn, building loyalty with their readers.

A staggering 88% of online users won’t return to a site if they have a bad peer-to-peer experience. In short: negative interactions can cause readers to completely write off a site, even if they aren’t part of the conversation.

Healthy community drives more registrations by converting passive readers into engaged and registered users. Online, engaged communities can help publishers make more revenue from their readers, by making their site a destination and engaging with users. 

AB: How can publishers balance the need for premium inventory with ensuring brand safety and focusing on audience lifetime value?

MW: Thanks for this question. This is one of the things we at OpenWeb have spent years working on. Publishers can increase LTV and maintain high levels of engagement by hosting a community — starting with comments. That has been known for decades, at this point. But starting in the mid-2010’s, brand safety and suitability were called into question. 

As a result, publishers got out of the habit of interacting with their users on their own properties, and outsourced those community-building efforts to the social platforms. But, with advances in AI and Machine Learning, it is now not only possible but profitable for publishers to host healthy, engaged communities at scale. Quality conversations are one of the best ways to transform casual visitors into loyal users who drive more engagement, spend more time on-site, and are more likely to return over time — that’s LTV.

The post The Shift to Community-Driven Revenue in Digital Publishing a Q&A with Max Weiss, OpenWeb appeared first on AdMonsters.

Transitioning into a new role can be daunting, especially at a prestigious institution like The Washington Post. But Jana Meron, now the VP of Revenue Operations and Data, embraced this challenge head-on. In a recent LinkedIn Live session, hosted by yours truly, Lynne d Johnson, Content Director at AdMonsters, Meron opened up about her transition, the state of the digital advertising industry, and her vision for The Washington Post’s future.

In this lively session, Meron spills the beans on her career journey and the challenges of the ad tech ecosystem. Discover how she plans to tackle brand safety issues, harness first-party data, and drive innovation at one of the world’s most respected news outlets.

Plus, don’t miss her pearls of wisdom on mentorship, career growth, and the ever-evolving landscape of digital advertising. Tune in to gain invaluable perspectives on the intersection of ad tech and journalism.

Rekindling Connections: From Coronado to LinkedIn Live

It’s always a blast reconnecting with industry peers, and this LinkedIn Live was no different. The last time Meron and I crossed paths was at AdMonsters PubForum Coronado in 2023.  That encounter was unforgettable, filled with intense discussions about the bloated advertising ecosystem, and even a few well-deserved F-bombs were dropped on stage. Meron’s passion for the industry and her desire to see publishers win shone through every word.

Check out the video below and be sure to follow us on LinkedIn so that you can stay up-to-date on more conversations like these.

“As long as we’re focusing on our readers… we’ll be able to do better for our advertisers.” – Jana Meron 7/25/2024

The Washington Post: A New Chapter

During our chat, Meron radiated excitement about her new role at The Washington Post. The day she announced her new gig on LinkedIn as VP of Revenue Operations and Data, we knew we had to bring her into our AdMonsters community discussions.

Mark your calendars. She’ll be one of our keynotes at AdMonsters PubForum Boston, discussing: Boosting Revenue through Brand Suitability. With her vast experience in ad tech and a keen understanding of the advertising landscape, Meron is an invaluable asset to the Post. Her journey to this role is steeped in her passion for news and media, representing a chance to make meaningful changes in an industry she loves.

“Twenty-five years of experience, and this role gives me the ability to do it all in one place,” she shared. 

Jana Meron’s Background and Motivation

Meron’s career kicked off as a media buyer in the early days of digital advertising when it was still considered an added value to traditional platforms like TV and print. Her diverse experience spans TV, digital display, print, programmatic, and data strategy. This new role allows her to channel her 25 years of expertise into a brand she is deeply passionate about. Her mission is clear: to combat the bloated ad tech ecosystem and ensure the news survives and thrives.

Challenges in the News Industry

Brand safety measures significantly impact news, Meron explained. She cited instances where crucial articles were blocked from receiving ads, limiting their reach and impact. To explain further, she highlighted how ad networks often penalize articles covering the elections. 

“Why would you avoid reaching them when they’re most engaged?” she emphasized, noting that news is a vital part of daily life and that should be supported by advertisers, not shunned.

Ad Tech and Privacy Concerns

“The media has always been ad-funded,” Meron affirmed. “We wanted information to be available, but we forgot to tell people that the exchange for that was going to be seeing ads.”

She underscored the complexities of the ad tech ecosystem and rising privacy concerns. Recalling an interaction with an ad tech company admitting to being the ad tech tax, she stressed the need for a balanced approach that prioritizes both advertisers’ needs and user privacy.

Strategies for Success

Meron champions the importance of first-party data and user engagement as strategies for tackling these issues and improving the news advertising ecosystem. “I’m always excited about first-party data and what we can do with it,” she stated. She sees it as a way to innovate and improve the relationship between publishers, advertisers, and audiences.

She also advocates for better advertiser education and an updated approach to ad tech practices that align with the evolving landscape.

Mentorship and Career Development

The discussion also touched on the significance of mentorship and career development. Having learned the industry mostly on her own and later through collaborative efforts with peers, Meron stressed the importance of curiosity, asking questions, and voicing opinions. For her, mentorship is about guiding the next generation with her wealth of knowledge and experience.

Work-Life Balance

Balancing a demanding career with a personal life is no small feat, and Meron candidly spoke about her approach. She prioritized her children’s needs at different stages of their lives, adjusting her professional commitments accordingly. This flexibility allowed her to maintain a balance that worked for her and her family.

Her drive comes from a deep curiosity about how things work and the satisfaction of solving complex problems. Meron thrives on making ad tech work efficiently while enhancing user experiences. Her inquisitive nature pushes her to seek better solutions and improve industry practices.

Future Trends in Digital Media and Ad Tech

Looking ahead, Meron is particularly excited about the potential of first-party data to model better user experiences. With the digital media landscape and ad tech constantly evolving, she’s keen to see how new technologies and strategies will shape the future.

The post Jana Meron on Her New Role as VP of Revenue Operations at The Washington Post appeared first on AdMonsters.

The detrimental impact of third-party cookies on consumer privacy has been a hot industry topic for some time now, and with the deadline for cookie depreciation continuously being pushed back, more and more publishers are shrugging their shoulders to the end of cookies. Not surprisingly, only 32% of publishers are actively preparing for this change, according to a recent Teads survey.

The study surveyed 555 publishers across 58 countries, revealing an urgent need for the industry to adapt quickly. At Cannes, we met with Natalie Bastian, CMO of Teads, and were pleasantly surprised to be joined by Simon Klein, Global Head of Publishing. Onboard a yacht with a crisp blue aesthetic; we chatted about a future without cookies; the challenges publishers face, and Teads’ current initiatives to support them. 

As we navigate this complex environment, even a blind man could see that there are too many different types of ID solutions on top of Google’s Privacy Sandbox.

“One minute cookieless is here, the next it’s delayed, then it’s happening again, but we don’t know when,” Klein explained. “We are trying to educate publishers as much as possible on what’s available. At Teads, we are cookieless by default since 2018.We are willing to work with every solution that we believe could actually help publishers generate more revenue.”

Teads and Publishers: A Partnership Driving Mutual Success

In digital media there is a ton of trial and error. Now more than ever, publishers need to ensure their SSP partners are resourceful. One aspect of Teads that is a major resource to publishers is its tech and engineering team. With about 400 team members, both teams do a lot of the leg work when it comes to investigating and understanding the best solutions. 

According to Teads’ Publisher Preparedness study, 53% of publishers feel completely overwhelmed by the plethora of solutions. There are just too many. Through Teads’ Publisher Lab, the SSP hosts off-the-record conversations with publishers where they can all work together to derive roadmaps. 

Think of it as a therapy session for publishers. As a major player focusing on the buy and sell sides, Teads is in a unique position giving them a responsibility to share all of the trends and traction that they see happening on the buy side with their publishers and vice versa. 

“We are the connective tissue between all these publishers, but many aren’t necessarily talking to each other,” Bastian said. “Our workshops are cross-functional; we host the Publisher Lab quarterly on average, and we curate the conversation, but the publishers are the ones doing the talking.”

Keeping Publishers A Part of the Conversation 

This year is significant, with 64 elections worldwide involving 49% of the global population. For voters to be informed, they need to have access to news. News publications need ads to survive. Quality publishers and news journalists need the support of brands and if ads continue to fund journalism, then it makes news more widely accessible. Many news outlets are going to a paywall, only to find out that subscriptions can be a struggle. 

These outlets are turning on paywalls because they either need more funding to support their content or increase their first-party data set. Some of that is login-based, but even when logging in, it could still be free for readers.

“Many publishers are trying subscription or hybrid models to increase revenue,” Bastian explained. “We sit in a very unique position that is good for the consumer because we give them access to quality content. To keep this access open for everyone, it must be properly funded through quality ads and quality journalism.”

As Klein put it, at Teads, they are “making their pipes as efficient as possible.” That entails making their player a little quicker, and faster across every single environment, and making sure they have the critical pieces of their roadmap. When it comes to buyer partners, nearly 80% of Teads campaigns do not use a cookie-based solution. The need for urgent adoption is right in front of our faces, and while some are actively moving towards the cookiepocolypse, some are not moving as swiftly.

The post Wake Up and Smell the Coffee; The Cookieless Future Will Be Here Before We Know it appeared first on AdMonsters.

As much as we hate to admit, misinformation is a plague online. Any social media blogger or user can post a screenshot or salacious news without a fact check, and audiences will run with it. Now, with AI deep fakes becoming even more convincing, this problem is bound to get worse. 

Unfortunately, this has created a space for people to monetize and grow audiences based on the misfortune of others. For instance, Eric Posey, an Idaho drag performer who goes by the stage name Mona Liza Million, was paraded across alt-right media after an edited video made it seem like he was exposing his genitals at a drag show where kids were present. 

The video first started circulating after right-wing blogger Summer Bushnell posted a doctored version of Posey’s performance that blurred out his shorts to make it appear as if he was exposing himself to the crowd. With the rising rhetoric from the far right accusing drag queens of grooming kids at drag performances, this video made waves in right-wing media circles and thus defamed Posey’s characters. 

At the end of last month, the Kootenai County District Court jury unanimously found that Summer Bushnell defamed Posey and rewarded him with a $1.1 million settlement. While this was a clear victory for Posey, he still had to endure months of lies after Bushnell shared the doctored video that could have easily ruined his life. After Bushnell posted her edited version of the video in connection to the arrest of 31 white supremacists who were planning to protest the pride event Posey performed at, the video garnered thousands of views, national news coverage, and a police investigation. 

See how easily misinformation spreads? As ad ops and rev ops professionals who help create digital campaigns and generate revenue for your brands, it’s important that we keep a watchful eye on the spread of misinformation. 

The Plague of Online MisInformation and Advertising’s Contribution 

According to research from Nature, financial incentives often drive the production of misinformation. Websites that spread misinformation, posing as legitimate news outlets, remain prevalent due to the economic benefits.

During the 2016 U.S. presidential election, a misinformation site operator admitted that income was their primary motivation. Media reports indicate that companies and digital platforms inadvertently support misinformation sites through advertising. Digital platforms manage most online display advertising, automatically placing ads on numerous websites, including those spreading misinformation. An industry estimate reveals that for every $2.16 spent on legitimate newspapers, $1 goes to misinformation sites.

Chris Kenna, CEO North America & LATAM BA Diversity Media Inc agrees that there are countless examples of publishers and tech platforms monetizing misinformation. 

“Big brands have found themselves funding trolling, hate speech, racism and misinformation about climate change, elections, the pandemic and the current conflicts in Ukraine and Gaza to name but a few,” said Kenna. 

As seen through Eric Posey’s unfortunate situation, the spread and funding of misinformation can negatively impact people’s lives. Kenna points out that, according to a global UN staff survey, 80% of respondents said harmful information endangers them and the communities they serve. He adds that it’s time that the advertising and media industries ensured that human rights, privacy and safety were at the center of how we run campaigns and the partners that we choose to invest in.  

Efforts to combat online misinformation have mainly focused on reducing demand through fact-checking, crowd-sourced labels, and nudging users toward accurate content. However, addressing the financial incentives behind misinformation is crucial. Experts proposed policies to deter platforms from revenue models that support harmful content. 

Some digital platforms have tried to cut advertising revenue to misinformation sites, yet ads from reputable companies still appear on these sites, funding them. 

How to Regulate and Stop the Spread of Online Misinformation

To effectively combat the spread of online misinformation, it is crucial to address the financial underpinnings that allow these sites to thrive. A significant portion of misinformation websites’ revenue comes from digital advertising, where automated systems place ads across numerous sites without thoroughly vetting the content. This means that well-meaning companies with substantial advertising budgets may inadvertently fund misinformation by having their ads appear on these dubious sites. 

To combat this, Devon Johnson, Co-founder of BOMESI, warns that truth and the active pursuit of it must always be protected. 

“Brands and agencies must take a stand and not just buy ads for clicks and instead shift budgets and support to platforms that are honest, trustworthy and clean,” said Johnson. “Anything else is irresponsible and lazy.” 

Furthermore, digital ad platforms must enhance transparency, allowing advertisers to see where sites place their ads. This would enable companies to make informed decisions, avoiding ad placements on misinformation sites and, consequently, cutting off a major revenue source for these sites.

At BOMESI, Johnson does not partner with platforms that don’t align with the core principle of truth. That is through responsible and honest storytelling. It’s more important for him to align with the right side of history instead of lining his pockets.  

Another effective strategy is increasing consumer transparency about which companies are financing misinformation, knowingly or unknowingly. If consumers know a company’s involvement in funding misinformation, they can boycott these companies, creating a financial incentive for companies to be more vigilant about their ad placements. 

This dual approach of increasing transparency for both advertisers and consumers can significantly reduce the funding available to misinformation sites. By making it easier for advertisers to avoid dubious sites and for consumers to identify and boycott companies that support misinformation, we can work towards a more reliable and truthful online information ecosystem.

The post Misinformation is a Drag and a Threat to Digital Media appeared first on AdMonsters.

Musk, a pioneer in multiple cutting-edge industries through his companies Tesla, SpaceX, and Neuralink, offered his insights into how AI could shape our world, the potential benefits and risks it brings, and his efforts to ensure a balanced development of AI technologies.

During this discussion at the Cannes Lions International Festival of Creativity, Musk elaborated on the evolution of X (formerly Twitter), highlighting its significant enhancements in ad targeting. He noted that X has transitioned to a fully AI-based system that treats content and ads equally, allowing both to align more closely with user interests. Musk articulated his vision for advertising as content, emphasizing the importance of relevance and usefulness to viewers. This evolution presents a compelling opportunity for advertisers to engage more effectively with their target audiences.

What was most entertaining about this discussion was Musk’s newfound respect for advertisers, after previously telling them to go to hell last year. He clarified his stance, saying, “First of all, it wasn’t all advertisers as a whole. It was with respect to freedom of speech,” Musk said. “It’s important to have a global free speech platform where people with a wide range of opinions can voice their views. In some cases, there were advertisers who were insisting on censorship.”

Sounds a lot different from him telling advertisers “Go f**k yourself” at the DealBook Summit in New York in November 2023. Addressing the advertisers at Cannes Lions, Musk said, “It is worth trying out and I am interested in critical feedback. X is focused on showing ads to people who will find them interesting. We have made progress and will make more. Every third-party reviewer has given us an A-plus on brand safety.”

On the topic of a future driven by AI where abundance and universal high income could become a reality, Musk was optimistic. He discussed the challenges of maintaining AI safety, the importance of truthfulness in AI systems, and the potential for AI to enhance human creativity and intelligence. The conversation also touched on Musk’s ambitious projects like Neuralink, aimed at achieving a symbiosis between humans and AI, and SpaceX’s mission to make life multi-planetary.

While the remainder of this interview is more AI than ad tech, Musk did drop some intriguing gems. Check out a portion of the interview below.

Mark Read: Elon, you mentioned a 10-20% probability of something terrible happening with AI. What exactly do you mean by ‘something terrible’?

Elon Musk: Something terrible could range from significant disruptions to worst-case scenarios like the extinction of the world population. However, I prefer to look at the glass as 80% full and focus on the positive potential of AI, such as creating a world of abundance where goods and services are accessible to everyone.

MR: What do you think will be the most likely outcome of widespread AI adoption?

EM: The most likely outcome is a world of abundance where there is no shortage of goods and services. It won’t be universal basic income but rather universal high income, where work is optional. This could lead to an existential crisis where people question the purpose of doing things when AI can do everything better.

MR: How do you reconcile the potential negative outcomes with your vision of an abundant future?

EM: I accept that even in the worst-case scenario, I would want to be around to witness it. It’s a form of fatalism, but I believe we are heading towards the most interesting time in history, filled with both challenges and opportunities.

MR: Can AI be creative and original? What does that mean for human creativity?

EM: Yes, AI can be creative and original. It will amplify human creativity, creating a magic genie situation where if you can think of something, the AI can make it happen. This symbiosis will enhance human intelligence and creativity, potentially making us more capable of keeping up with AI advancements.

MR: How quickly do you think AI will bring about significant changes?

EM: Very fast. We will see radical changes as soon as next year and even more significant changes within the next five years.

MR: What is your vision for Optimus, the human-like robot from Tesla?

EM: Optimus is designed to be a fully functional humanoid robot capable of performing a wide range of tasks, from walking your dog to cooking dinner. I envision that everyone will have one, and they will become an integral part of both personal and industrial environments.

MR: How does SpaceX fit into your broader goals?

EM: The goal of SpaceX is to make life multi-planetary, extending the probable lifespan of human consciousness. By transporting people and equipment to Mars, we can ensure the survival and expansion of human civilization beyond Earth, ultimately exploring the galaxy.

MR: Can you explain the purpose of Neuralink?

EM: Neuralink aims to achieve human-AI symbiosis. In the short term, it focuses on helping people with brain or spinal injuries by allowing them to control devices with their thoughts. Long-term, it seeks to enhance human intelligence and restore full body mobility through advanced neural interfaces.

MR: How do you see the role of conventional journalism evolving with AI advancements?

EM: AI will aggregate real-time input from millions of users, providing a more immediate and comprehensive news feed than conventional journalism. While there will still be a role for traditional journalism, it will become smaller as AI-driven platforms dominate information dissemination.

MR: What motivates you to pursue these ambitious projects?

EM: I’m driven by curiosity about the universe and the desire to expand the scope and scale of human consciousness. By tackling big challenges and asking the right questions, we can better understand the answers the universe holds and push the boundaries of human potential.

Through this interview, Elon Musk sheds light on his far-reaching ambitions and the transformative potential of AI and space exploration. His vision is one of optimism tempered with caution, aiming to harness technological advancements for the greater good while addressing the profound questions they raise.

The post Elon Musk at Cannes Lions: AI, Advertising on X, and a New Era of Engagement appeared first on AdMonsters.