Publishers, we know it’s been a wild ride lately. Between the impending third-party cookie total annihilation and generative AI nibbling away at referral traffic, finding ways to keep your audience — and your revenue — intact is more important than ever.

That’s why, in our new survey, we’re diving into audience amplification strategies. We want to hear from YOU about how you’re reaching audiences beyond your site and where you see the next wave of revenue opportunities.

Take the Amplify Your Audience Survey Now!

Your input will help uncover what’s working, what’s not, and what’s on the horizon for publishers. We’ll explore the balancing act of leveraging first-party data without losing your competitive edge and dive into tactics from retargeting to renting access to segmented data. With your insights, we’ll map out the best strategies to amplify your audience, drive revenue, and keep your content thriving in these ever-shifting digital waters.

The post It’s Time to Unlock Audience Amplification: Share Your Insights Now! appeared first on AdMonsters.

The open web is on life support, or so they say. But is it really dying, or are we just not giving it the oxygen it needs to survive? 

That was the big message during Programmatic IO’s session, “The Future of the Open Internet Is…?” featuring industry minds Cavel Khan, Chief Growth Officer, Group Black; Ari Paparo, CEO & Contributor, Marketecture Media; and Ben Hovaness, Chief Media Officer, OMD, with AdExchanger’s Allison Schiff moderating.

And if we’re honest, the conversation revealed a hard truth: the open web’s struggles go beyond the cookies crumbling — the question is: Are publishers ready to hustle for their piece of the pie?

So, What Exactly Do We Mean by the Open Web These Days?

Let’s cut through the noise — everyone’s got their own take on what the “open web” even means anymore. Is it about accessibility, privacy, innovation, or free speech? It depends on who you ask. 

Some say it’s the accessible, ad-friendly corner of the internet, free from the constraints of walled gardens. The last bastion of free, accessible content that isn’t fenced off behind a paywall or login screen. The digital playground where ads can be bought programmatically without a giant tech overlord controlling every move.

But, sadly, the truth is the open web’s territory is shrinking fast, with Google, Meta, and other walled gardens gobbling up a good 80% of ad spend. 

How did we get here? It’s easy to point fingers at Big Tech, but let’s talk about the industry’s own missteps that got us here.

The Blame Game: Did We Let the Open Web Slip Away?

“The industry is partially to blame,” said Khan, laying out how publishers lost resources as ad dollars poured into walled gardens. And he’s not wrong.

The ad tech ecosystem poured money into the platforms and watched them grow, thinking it was all just market dynamics at play. Meanwhile, independent publishers lost their funding, their communities, and, eventually, their place in the game. Publishers didn’t just roll over one day and lose; they were out-resourced, outspent, and ultimately outperformed in the battle for consumer attention. 

“Independent publishers lost their ability to sustain in the marketplace. That’s why we’re seeing the decline,” he added. It wasn’t like consumers suddenly stopped caring about quality content. Publishers couldn’t maintain what they built because ad dollars flowed elsewhere. Publishers ultimately handed the power over to the walled gardens.

“The big miss on the media side was that they let go of their distribution,” said Paparo. Publishers got too comfortable, relying on third-party tech and platforms for distribution, only to realize they became too dependent on these gatekeepers. For example, news publishers, in particular, put too much faith in platforms and aggregators like Google News.

Now they’re playing catch-up, scrambling to recapture those direct consumer relationships they should’ve built from the start — trying to regain what they gave up: their audience, data, and autonomy.

Signal Loss Ain’t the Only Problem Here

But, we can’t ignore the hard reality of signal loss draining value from the ecosystem. “If you suck signal out of an ecosystem, you reduce its value,” explained Hovaness.

Apple’s cookie crackdown in Safari sent shockwaves through the industry, leading to a split in ad pricing between Safari and Chrome, with Chrome’s value only shooting up simply because it still relied on third-party cookies.

Now, with Google flirting with its own version of App Tracking Transparency in Chrome, the industry is bracing for an even bigger hit. It’s the stuff that still gives publishers sleepless nights. But here’s where the conversation often hits a wall: What now? 

Sure, contextual is part of the solution, but let’s keep it 100 — it’s not a magic bullet. As Khan noted, consumers want more than just context. They crave hyper-personalized, relevant content, and right now, the algorithms in walled gardens are fumbling that bag too. 

The missing piece? True multi-touch attribution across platforms. As Khan put it, “We need to leverage technology in a different way, one that doesn’t create a new set of winners while leaving everyone else starving.”

Programmatic advertising might be good at identifying who you are, but it’s failing at figuring out when you’re actually ready to engage. This is where the open web has a shot to differentiate itself, but it’ll take more than business-as-usual tactics.

The Creator Economy: A Blueprint for Publishers?

Here’s where we can flip the script a bit. It’s not just about surviving the ad wars against walled gardens. It’s about publishers learning to think more like creators to reclaim their power. 

The creator economy is booming — worth $250 billion in 2023 and climbing. This economy is out here thriving, projected to double to nearly $480 billion by 2027. Why? Because creators aren’t waiting for consumers to come to them — they’re meeting their audience where they are. Newsletters, podcasts, social — you name it, they’re on it. Consumers are looking to creators for content that feels real, honest, and transparent

Paparo’s excitement around tools like Substack, beehiiv, and Ghost is spot-on. Even WordPress offers tools allowing creators to monetize through commerce and ad placements. This is also where companies like Group Black, Raptive, and MediaVine are ahead of the game, helping content creators secure and optimize ad revenue.

And you know what? Publishers need to pay attention. 

Some are. Think of Architectural Digest’s AD PRO members-only community for design professionals. Or how about Vox and SB Nation launching Top Secret Base, featuring exclusive content for subscribers on Patreon?

We can even look at publishers like Ranker, leveraging first-party data and building community-driven engagement to realize a 4x boost in revenue. That’s not magic; that’s strategy.

It’s time for publishers to rethink revenue streams, diversify content formats, harness first-party data to build meaningful relationships and stop expecting users to just stumble back to their websites out of habit. Meet them on social, in their inboxes, or through niche community hubs — whatever it takes. It’s time to carve out a new space

What’s most important is that you own that relationship with your audience.

The Path Forward: Reinvent or Get Left Behind

Now, let’s be clear: the open web isn’t going to resurrect magically. We shouldn’t try to turn back the clock lamenting the loss of signals or blame the platforms for hoarding ad spend. This isn’t about nostalgia; it’s about redefining the open web for what it can be.

The future of the open web isn’t in wistful “what ifs.” It’s in publishers getting their hands dirty, owning their distribution, and thinking beyond traditional models. It means building the tech stack to capture first-party data, finding new ways to engage, and creating a user experience that doesn’t just compete — it sets the standard.

So when the panel wrapped up with words like “bright,” “diverse” and “changing” to describe the open web’s future, I couldn’t help but add my own: resilient. But these words only mean something if publishers take action. The open web will survive. But it won’t be because we sat around and complained. It’ll be because we hustled, adapted, and fought for it.

The post The Open Internet’s Future: On Life Support or Ready for a Glow-Up? appeared first on AdMonsters.

 The AdMonsters team is back for another week of intense courtroom drama in the Google vs. DOJ trial. We’re now deep into week three, and let me tell you, the plot has thickened faster than a bowl of your grandma’s gumbo.

Week 3 Overview

If you’ve been keeping up with the trial, you know we’ve already had heavy hitters taking the stand, spilling the tea on Google’s iron grip over the ad tech ecosystem. But this week? It’s all about the tangled mess of “ad tech spaghetti.” Google came out swinging in its defense, but rather than clearing things up, they managed to tangle themselves up even more. It’s like watching someone try to detangle a pair of headphones — they’re only making it worse.

Check out the AdMonsters Team breaking down the highlights of week 3 of the DOJ vs Google trial in the video below and you can also catch their weekly updates on YouTube.

Key Testimonies

Andrew Byrd jumped into a few polarizing testimonies, particularly from witnesses like Mark Israel. Israel defended Google, claiming regulators focused too narrowly on open web display advertising. He waved off the allegations like, “Look over there! TikTok! Facebook! Amazon!” — and suggested that competition from social media platforms and e-commerce sites like Facebook, TikTok, and Amazon was being overlooked.  He was saying just anything to divert attention from the real issue.

His argument that Google’s share of the online ad market had dropped from 15% to 10% over a decade due to a shift toward mobile and app-based advertising was… let’s just say, an interesting flex. Critics like Ariel Garcia from Check My Ads quickly noted that this defense overlooked the publishers’ plight, focusing too heavily on advertisers.

Publisher Concerns

Andrew further elaborated on testimonies from Kenneth Bloom from BuzzFeed, who, despite some nervous energy, praised Google’s ad display business. The over-reliance on Google’s tools is real, and it’s leaving publishers in a tight spot. There’s a clear tension—while some publishers benefit from Google’s ad tech, it’s a double-edged sword.

A viral LinkedIn post from Ariel hit the nail on the head: publisher revenue losses weren’t fully addressed in Israel’s defense, leaving his argument feeling like Swiss cheese — full of holes.

Eyewitness Accounts

To make matters worse, Yakira talked about when a Google project manager called a prominent ad tech journalist “stupid.” Talk about drama. These actions only underscore the growing tension and contradictions in the testimonies that have been the hallmark of this trial.

Internal Google Emails

One of the most damning pieces of evidence has been internal Google emails, which disclosed strategic advantages gained through acquisitions like DoubleClick. The DOJ used these documents to argue that Google’s market power resulted from deliberate actions to stifle competition, not just from good business practices. Oh no, say it isn’t so. Say it wasn’t a well-orchestrated game of Monopoly with Google holding all the prime real estate.

Judge’s Stance

Judge Brinkema isn’t letting anyone slide either. She’s been giving some Google employees the side-eye, openly questioning their credibility. You know things are getting shaky when the judge looks at you like Hmm emoji. This added yet another layer of drama to the proceedings, leaving Google’s defense team scrambling to keep their narrative intact.

The Complexity of Ad Tech

To wrap up the week, it’s clear the ad tech ecosystem isn’t just complex—it’s like the ultimate Choose Your Own Adventure novel. And guess what? Google isn’t just a chapter; they’re the whole darn book. Their fingers are in every part of the ad tech supply chain, from publishers to ad buyers, and everything in between.

Transparency Issues

Of course, transparency (or the lack thereof) is an elephant in the room. Key testimonies are happening behind closed doors and some trial documents are sealed. It’s giving major “black box” vibes. The public and the industry are left speculating about what’s really at stake.

Implications for the Future

So, there you have it. Week three’s tangled mess of spaghetti — that none of us would want to eat — unveiled a web of power plays and serious courtroom drama. We’ve got Google’s defense team spinning its wheels while the DOJ tightens the net around Google’s ad empire.

At its heart, this trial isn’t just about Google; it’s setting the stage for the entire ad tech industry. You can bet competitors like The Trade Desk are watching this soap opera unfold, taking notes on what not to do. Will this end with a Google split-up, or will they find a way to wriggle out of this like Houdini? Only time will tell.

Got thoughts on the trial? Head over to our Slack community polls and spill the tea. 

The post Google vs DOJ Trial Week 3: Ad Tech Spaghetti and Courtroom Drama 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.

Digital media and ad tech are at a turning point, driven by visionary professionals who understand the power of cultural authenticity and innovation. In this Hispanic Heritage Month feature, we honor the contributions and achievements of eight Hispanic and Latino leaders. 

From launching groundbreaking platforms to leveraging cutting-edge technology to amplify the voices of multicultural communities to ensure that multicultural voices are heard and represented, these eight trailblazers are shaping the industry’s future. Here’s a look at how they’re leading the charge.

8 Inspirational Hispanic Leaders Shaping the Future of Digital Media and Ad Tech

1. Isabel Rafferty Zavala, Founder & CEO, Canela Media

Revolutionizing Latino Streaming Through Innovation and Cultural Connection

Isabel Rafferty Zavala is not just a CEO — she’s a digital marketing pioneer who is revolutionizing how brands connect with Latino audiences. As the Founder and CEO of Canela Media, she has created a comprehensive digital ecosystem for brands to reach multicultural audiences, including Canela.TV, the first AVOD streaming service built by Latinos for Latinos.  Her journey, from founding Mobvious to securing $32 million in venture capital funding, is a testament to her vision and resilience in an industry often dominated by non-minority voices. Under Isabel’s leadership, Canela Media has become a powerhouse, reaching over 50 million monthly users globally.

Breaking Barriers in a Competitive Media Landscape

“Breaking into the digital media industry as a young Hispanic entrepreneur comes with unique challenges, especially around funding and representation. Less than 2% of VC funding goes to women-led businesses, so it’s critical to target investors committed to supporting women and minorities. Surround yourself with mentors and build relationships with VCs who align with your values and mission. Persistence is key — many doors will close, but the right one will open if you stay focused.”

Isabel’s leadership goes beyond business. She is passionate about supporting underrepresented communities, from young Latino students to emerging Latino filmmakers. Her vision for the future of Hispanic-focused media is clear: to leverage technology to tell more personalized, culturally resonant stories that engage audiences on a deeper level.

2. Adrian Ruiz, Co-Founder, Mundial Media

Harnessing AI to Drive Multicultural Marketing Innovation

Adrian Ruiz co-founded Mundial Media to transform how brands engage with multicultural audiences through advanced contextual marketing. With a deep background in revenue operations, AI, and product development, Adrian strongly advocates leveraging technology to reach diverse communities authentically.

Building Inclusive AI for Multicultural Audiences

“Growing up immersed in both Mexican and American cultures shaped my approach to building Mundial Media. My heritage instilled in me the importance of representation and understanding diverse perspectives. One of the unique challenges in ad tech is the underrepresentation of Hispanic professionals. But this challenge has also been an opportunity to advocate for more culturally relevant advertising that genuinely connects with diverse audiences.”

Adrian also fosters diversity within his teams, believing innovation thrives when different voices are brought into the conversation. His work ensures that multicultural audiences are not just reached but celebrated. His approach to AI-driven marketing strategies ensures that these communities are authentically represented, setting the stage for a more inclusive ad tech ecosystem. The ad tech entrepreneur has a future goal to continue expanding Mundial Media’s AI-driven solutions to create even more meaningful, personalized ad experiences for underrepresented groups.

3. Paula Grunfeld, CRO, Bunny Studios

Fostering High-Performing Teams for the Future of Digital Media

As CRO of Bunny Studios, Paula Grunfeld is a powerhouse in digital media, known for driving revenue growth and building high-performing teams. With a focus on inclusivity, Paula has helped position Bunny Studios as a leader in creative outsourcing, enabling brands to access diverse talent for media production.

Passion and Mission Drive Success

“If I could give my younger self career advice, it would be to focus on finding something you love. Your passion will shine through in your work and open doors for growth and success. Don’t be afraid to take risks, even if they seem unconventional at first. By staying true to your mission and passion, you’ll find fulfillment in both the journey and the destination.”

Paula continues to advocate for diversity in hiring practices, believing that a diverse workforce is fair and essential for innovation. She emphasizes that companies should invest in underrepresented talent, giving them the tools and opportunities to thrive and contribute to a more dynamic industry. She believes companies must actively support Hispanic professionals through mentorship, training, and development programs. By doing so, they will create a more inclusive industry that thrives on diverse perspectives.

4. Armando Aguilar, VP Programmatic Operations, Mirror Digital

Culturally Relevant Connections Through Programmatic Innovation

With over two decades of experience, Armando Aguilar has honed his skills in programmatic advertising to focus on connecting brands with multicultural audiences. As VP of Programmatic Operations at Mirror Digital, Armando’s leadership ensures that culturally relevant messaging is at the forefront of their campaigns.

Change is the Only Constant

“The best advice I ever received was to embrace change. In this industry, where technology and strategies evolve rapidly, adapting to change is not just an option — it’s a necessity. As a Puerto Rican growing up near Boston, I learned early on that my heritage and language were assets, not obstacles. It’s crucial to be your authentic self in every room you enter.”

Armando’s approach to programmatic advertising focuses on integrating cultural insights into data-driven strategies, ensuring that campaigns are effective and culturally relevant. He is passionate about using his platform to advocate for more inclusive marketing strategies. The programmatic professional believes that the future of advertising lies in embracing cultural diversity, allowing brands to engage with consumers impactfully and authentically.

5. Anthony Diaz, Director of Digital Revenue & Ad Operations, TED Conferences

Pioneering Innovation in Digital Revenue Strategies

Anthony Diaz has spent over 15 years shaping the digital advertising space, and his current role at TED Conferences focuses on optimizing workflows and maximizing revenue opportunities. His previous experience at companies like Viacom and Sports Illustrated has equipped him with the knowledge to lead complex digital strategies.

Embrace Challenges as Opportunities for Growth

“If I could give my younger self any advice, it would be to appreciate the challenges and obstacles in your career — they’re the best teachers. Each setback offers a lesson that contributes to long-term growth, personally and professionally. In the ad tech space, especially for underrepresented communities like ours, it’s vital to see each challenge as an opportunity to innovate.”

Anthony believes diversity and representation are essential for talent development and key drivers of innovation. The digital media leader says diversity in the workplace leads to more innovative solutions. He’s passionate about mentoring the next generation of Hispanic professionals, ensuring they have the support and opportunities to thrive in an ever-evolving industry.

6. Rebeca Medina, Sr. Digital Engagement Manager, Campari

Driving Engagement with Data and Creativity

Rebeca Medina has carved out a niche in the digital marketing world, blending creativity with data-driven insights to engage consumers. As Sr. Digital Engagement Manager at Campari, she leads initiatives that are as data-informed as they are innovative, ensuring that the brand connects with its audience on a deeper level.

Bring Your Unique Perspective to the Table

“One piece of advice I’d give my younger self is to lean into your unique background and experiences — they are your strengths. Don’t be afraid to share your insights, even if they challenge the status quo. And while you’re working hard, don’t forget to take care of yourself. Maintaining a balance between professional ambition and personal well-being is essential for long-term success.”

Rebeca is dedicated to showing that diverse perspectives, particularly those from the Hispanic community, can fuel innovation and creativity in marketing. Her goal is to create campaigns that resonate with consumers and reflect the diversity of the world. She believes that companies that prioritize diversity will ultimately be the ones that drive the most creative and impactful change in the industry.

7. Dennis Paredes, Director of Performance Marketing, WMX

Mastering Performance Marketing with a Cultural Lens

Dennis Paredes has spent over two decades perfecting the art of programmatic advertising. As the Director of Performance Marketing at WMX, he leads efforts to ensure that programmatic strategies are both data-driven and culturally resonant, focusing on reaching diverse audiences. Dennis leads programmatic efforts across multiple formats, including video, native, and audio.

Turn Every Challenge into an Opportunity

“My advice to young Hispanic professionals in the performance marketing space is simple: understand every lever that drives performance, and don’t wait for opportunities — create them. Dive deep into programmatic platforms, experiment, and invest in your learning. The ability to navigate different cultures and realities is a superpower; use it to your advantage.”

Dennis continues leveraging his cultural background to create marketing strategies that connect on a human level while delivering measurable results. The performance marketing leader is passionate about mentoring young Hispanic professionals and believes that the future of marketing lies in combining cultural insights with cutting-edge technology. His leadership style encourages curiosity, continuous learning, and pushing boundaries. He’s passionate about mentoring young professionals and sharing the tools they need to succeed in the industry.

8. Kevin Salguero, Director of Programmatic Operations, TelevisaUnivision

Leading with Purpose in Programmatic Operations

Kevin Salguero is a seasoned programmatic advertising professional, overseeing buy- and sell-side operations at TelevisaUnivision. While maximizing the monetization of the company’s owned properties, Kevin ensures that Hispanic audiences are authentically represented in digital campaigns. His work in audience extension and data strategies helps drive deeper connections between brands and Hispanic audiences.  

Representation and Mentorship Matter

“Representation means seeing professionals with stories like mine flourish — not because of our shared heritage, but because of the talent we bring to the table. As Hispanic professionals, we have a unique ability to navigate between cultures, which makes us invaluable in spaces like ad tech. My advice to young Hispanic professionals? Stay curious, learn outside your scope, and find mentors who can guide you — mentorship is key.”

Kevin’s dedication to mentorship is a central theme in his career, and he continues to advocate for more representation of Hispanic professionals in ad tech. His approach to leadership is rooted in continuous learning and giving back to the community. The ad tech pro is on a to ensure that future generations have the tools and opportunities to thrive in the digital landscape.

Paving the Way for Future Innovation

These eight leaders are more than just digital media and ad tech professionals — they are trailblazers reshaping the industry’s future. By prioritizing cultural authenticity, embracing technology, and advocating for diversity, they set new standards for what’s possible. Their stories serve as a beacon for the next generation of Hispanic professionals, proving that representation and innovation go hand-in-hand. As they continue to push boundaries and break barriers, they’re not just driving progress, they’re paving the way for others to follow in their footsteps.

The post 8 Inspirational Hispanic Leaders Shaping the Future of Digital Media and Ad Tech 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.

Choosing the right retail media provider is crucial for your advertising strategy. With US omnichannel retail media ad spend projected to hit $54.85 billion in 2024, growing 26% year-over-year, retail media will make up 21.8% of total US media ad spend by 2027. This growth demands that agencies select partners who can drive real business outcomes.

As retail media expands, so does its complexity. It’s no longer just about placing ads but leveraging retailer-specific insights, ad innovation, and personalization. The right provider will offer precision targeting, data transparency, and seamless campaign integration, helping advertisers achieve measurable, data-driven results in an increasingly competitive landscape. 

“When choosing a retail media network, we focus on finding a partner that can help us drive meaningful results for our clients,” said Chelsea Monaco, SVP Commerce Media at Digitas. “We look for networks that offer strong audience reach, flexibility in ad formats, and the ability to provide actionable insights. Ultimately, we want a platform that delivers high visibility and supports strategic, data-driven decision-making to maximize impact across the board.”

We’ve worked with some of the top retail media networks on the market to identify the top criteria ad agencies and brands look for when selecting a Retail Media Network (RMN). Here’s what we’ve compiled from those conversations: 

1. Retailer-Specific Customer Insights: What exclusive insights can you tap into? Retail media networks grant access to valuable first-party data directly from retailers. This data offers a window into detailed customer purchase behaviors and evolving shopping trends, empowering you to make smarter, more informed advertising decisions. By leveraging these insights, you can create highly targeted campaigns that align with real consumer interests and buying patterns, boosting relevance and effectiveness.
2. Ad Innovation and Personalization: How advanced is the technology? Seek out networks that provide innovative tools like dynamic ad creatives, personalized offers, and AI-powered product recommendations. These advanced capabilities help ensure your ads are more relevant to individual consumers, driving higher engagement and better overall performance. By harnessing technology to deliver tailored experiences, you can create more impactful, results-driven campaigns. 
3. Brand Alignment: Does the retail network resonate with your client’s brand? The retailer’s reputation and brand image significantly influence how consumers view your ads. It’s essential to select retail partners that share your client’s brand values and appeal to their target audience, ensuring that your message is consistent and strengthens brand perception.
4. Audience Targeting Capabilities: Who are you trying to reach? Make sure the retail media network provides comprehensive targeting tools, including insights into customer demographics, purchase behavior, and browsing patterns. The more refined and accurate the targeting, the greater the chance of connecting with the right audience and driving meaningful results.
5. Ad Placement Options: Where will your ads appear? Consider the range of placements offered, such as on product pages, checkout pages, search results, or homepage banners. The relevance of these placements to your target audience’s journey is critical.
6. Data Transparency and Reporting: How transparent is the data? Ensure the network provides real-time performance insights with granular reporting on key metrics like impressions, clicks, conversions, and ROAS (Return on Ad Spend). Access to detailed analytics will allow for continuous optimization. Also consider the pricing models (CPM, CPC, CPA) offered by the network. Compare the costs with the expected returns based on the network’s historical performance and your campaign objectives.
7. Integration with Other Campaigns: Does it complement your broader strategy? Evaluate how well the retail media network fits your broader digital and omnichannel advertising strategy. The ability to integrate with existing campaigns across channels like social media, search, or programmatic is crucial for holistic marketing.

“Selecting a retail media network is about finding a platform that provides deep customer insights and the flexibility to precisely target the right audience. It’s about finding a solution that offers strong brand alignment and the tools to create impactful, personalized ad experiences,” said Janine Flaccavento, EVP, Vertical Lead at Merkle. “Ultimately, I want a partner that can deliver measurable results and help drive real business growth for our clients.”

 The retail media landscape is rapidly transforming, with several key industry trends driving this growth. Retailer-specific customer insights powered by first-party data give advertisers unprecedented access to consumer behaviors and shopping patterns, allowing for highly targeted and relevant campaigns. Additionally, advancements in ad innovation and personalization, such as ad creatives and AI-driven recommendations, are helping advertisers deliver more engaging, tailored experiences that increase consumer interaction.

As retail media networks become more integrated into omnichannel strategies, advertisers focus on networks offering advanced audience targeting capabilities, real-time data transparency, and seamless integration with other marketing channels. These trends are forcing advertisers to rethink their approach, demanding more strategic partnerships that align with the evolving digital ecosystem and consumer expectations.

The post Inside the Buy Side: What Retail Media Network (RMN) Is Right for Your Ads? appeared first on AdMonsters.

Google Ad Manager’s Data Transfer Files (DTF) aren’t a new offering; many tech-savvy publishers already use them.

However, in many conversations with publisher adops professionals, they confide in me that while they want to utilize the data treasure stored in the DTF, they’re just not exactly sure what to do with it. Many industry publications and conference keynote speakers praise the value of log-level data, but few explain exactly what you should and could do with it.

So, as a quick guide for the perplexed, I have gathered five ways I think you should be working with your DTFs:

5 Analyses You Can Perform with Google Ad Manager Log Level Data

1. Segment Analysis

With the log-level granularity, you can see how targeting parameter combinations perform better than the API or UI-based reporting can offer. For example, you can answer questions such as:

• How much does a certain segment increase my CPM? Compare it by itself vs in combination with other segments; maybe it only increases the CPM when combined with another third-party ID for example, and thus, it is the other third-party ID that is providing the lift, but you’re paying a fee for both
• Do certain segments only work on certain parts of your inventory? Or does it give a boost to all of it?
• What other targeting parameters do segments work well with? Or, is it not necessary with certain parameters?

2. Key-Value Pairs Analysis

In the DTF, all the key values you have set up on your site are available for you in a deduplicated manner so you don’t get overlaps between combinations giving you flexibility to combine them freely and see how different combinations perform. This allows you to investigate combinations of key-key-values to figure out:

• Which combination of positions and custom parameters leads to a higher CPM?
• What targeting combinations are prebid vendors bidding on?

3. Latency Checks

Given the granularity of the data, you can measure the latency of your bid process to ensure you aren’t leaving money on the table and creating a bad user experience. For example, this could allow you to test latency when adding new bidders or turning on Google’s Protected Audience API.

4. Incremental Revenue Analysis

Compare your winning bids with other bids to determine potential efficiencies in your ad stack. Do you have a slew of bidders bidding within $0.01 on most auctions? Do all your vendors bid on the same auctions, and none on others? Well, all of these might be signs you should look over your ad tech stack and make it leaner.

5. Loss Reason Analysis

In the GAM UI/API reporting, you can get some basic metrics for loss reasons. However, to understand what really happened, you need to dig deeper and see all the targeting and other parameters that were set on the request. The only way to do this – is by digging into the log data.

Data Done Right: Navigating Log-Level Analysis with Ease

So now that we’ve established how powerful and useful it is to use the logs, how do you actually do it?

‌You need to have a data solution that can manage billions of rows of data each month. In addition to storing all your log data in one place, it is also recommended to aggregate subsets that you can query quickly for things you do a lot. For example, do you often have to query certain key values with e.g. the order dimension? Great. Pre-save that to ensure that the query runs quickly and you don’t spend hours waiting for results and waste money processing the same data over and over.

Given the technical nature of the log files and the complexity due to the size and lack of organization of the files, if your data team does not have specific expertise, it is recommended to partner with someone who has experience with DTFs and knows how to manage them.

Harnessing Data for Smarter Ad Operations

Google Ad Manager’s log-level data offers a treasure trove of information that can significantly enhance your ad strategies. By performing analyses, such as those suggested above, you can gain a comprehensive understanding of your ad inventory and your sites’ performance.

This enables you to make data-driven decisions, optimize your ad stack, and ultimately achieve more revenue. Embrace the power of log-level data and transform your ad management approach into a finely tuned, high-performing operation.

The post 5 Analyses You Can Perform with Google Ad Manager Log Level Data appeared first on AdMonsters.

Who said cookieless targeting doesn’t scale?

Dotdash Meredith’s cookieless targeting tool, D/Cipher, has propelled the publisher to a 12% increase in digital ad revenue year-over-year, marking the second consecutive quarter of double-digit growth.  

D/Cipher is proving its worth in driving campaigns like the one the media company conducted with Pandora. The campaign resulted in 76% higher foot traffic when compared to other targeting methods. 

But this isn’t just about impressive numbers. It’s about Dotdash Meredith setting a new standard in the industry. With third-party cookies becoming obsolete, their ability to pivot and innovate with tools like D/Cipher is a masterclass in adaptation. 

“The performance is amazing because the industry is always trying to find ways to tie media buys to real results. This proves that Dotdash Meredith can drive national brick-and-mortar sales for a brand without any cookie or identifier,” Lindsay Van Kirk, Senior Vice President and General Manager of D/Cipher told ADWEEK. 

The publisher’s success is part of a broader narrative vividly discussed at the recent AdMonsters Publisher Forum in Boston. Let’s connect the dots between Dotdash Meredith’s achievements and the strategies shared by top publishers.

Connecting the Dots from Publisher Forum

Several sessions highlighted how publishers leverage data to secure ad spend and ensure brand safety, aligning perfectly with Dotdash Meredith’s success story. Conversations weren’t merely about surviving the post-cookie apocalypse — they were about thriving.

Data-Driven Strategies:

Patrick McCarthy, SVP, Programmatic Monetization, Dotdash Meredith, emphasized the importance of big data in ad operations. “We are a very data-driven company. When you go into meetings with our C-suite team, hunches really aren’t acceptable. Our whole programmatic and advertising part of our business is really driven by our CFO and Chief Innovation Officer, who is a former data scientist. Data is absolutely paramount to making your case for new investment, for new products to be rolled out,”  he said.

This reflects D/Cipher’s ability to utilize first-party data and contextual signals to outperform traditional cookie-based methods. He also highlighted the role of predictive analytics and real-time data applications. The publisher is proving that first-party data and advanced analytics are the future.

Echoing the power of data, Jesse Waldele, SVP, Digital Operations and Client Success at Dow Jones, shared how they’ve ditched third-party data in favor of first-party insights, fueling more effective ad solutions. Their “Thematic AI” tool, which predicts the best content placement using AI, has driven noticeable performance lifts for advertisers. Dow Jones’ focus on real-time measurement ensures that advertisers keep rebooking.

While the benefits of big data are clear, reliance on it also comes with obstacles. The high cost of data management and the risk of data privacy issues can be a significant barrier for smaller publishers.

Brand Suitability and First-Party Data:

In her keynote, Jana Meron, Vice President of Revenue Operations & Data, The Washington Post, discussed the power of first-party data in achieving brand suitability and effective ad placements. She noted, “The intersection of deterministic and probabilistic first-party data is where we get our power.”

The Washington Post observed a 3x performance lift when using first-party data compared to third-party data with standard display, and a 5x lift when integrating custom ad units designed for their audience.

While first-party data offers significant benefits in targeting and personalization, the session also highlighted potential downsides, such as difficulties in scaling deterministic data due to the reliance on user logins, which can limit reach. Additionally, there are concerns about balancing privacy with data collection, as overly aggressive data strategies might lead to consumer pushback or regulatory scrutiny.

Still, The Washington Post’s direction is a fundamental shift in how publishers view and leverage their audience data. By focusing on the nuances of their data, publishers can create a more personalized and effective advertising ecosystem, which is essential as consumers become increasingly wary of invasive data practices.

Harnessing Audience Power: Future’s Strategy

Jeff Goldstein, Head of Programmatic at Future, offered a compelling keynote on the importance of understanding and harnessing audience passions. He explained how Future’s approach to audience segmentation — dividing users into “practical intenders” and “passionate intenders” — has allowed the publisher to optimize its content and ad strategies.

Goldstein shared that through their first-party data platform, Aperture, Future has identified high-intent users, leading to a 30% higher purchase likelihood among these users. He emphasized the value of deep audience insights and the role of AI-driven data in refining targeting strategies.

Future’s approach underscores the value of deep audience insights, enabling them to create more personalized and effective media products. By leveraging AI and contextual data, Future exceeds advertiser expectations, driving better outcomes across its 200+ owned and operated properties.

ID Bridging: Navigating the Benefits and Risks

In another session, the topic of ID bridging was explored in depth, highlighting how this technology enables publishers to maintain addressable audiences in a cookieless environment. Ianna Feliciano, Senior Director, Programmatic Advertising, Raptive, and Jasper Liu, Senior Programmatic Yield Analyst, Daily Mail, explained how ID bridging allows for deterministic and probabilistic matching across devices and browsers. While deterministic matching offers precision, it often lacks scale. On the other hand, probabilistic matching provides greater reach but with potential trade-offs in accuracy.

The speakers also explained the risks associated with ID bridging, such as increased complexity in managing multiple ID partners and the potential for data leakage, which can have severe privacy implications. Additionally, the costs associated with ID bridging can be significant, especially when considering the need for continuous vendor management and compliance with evolving privacy regulations.

But when connected with the right partners, ID bridging is becoming essential for maintaining campaign effectiveness in the face of increasing privacy regulations and the decline of third-party cookies. The session emphasized the importance of choosing the right ID-bridging partners and continually testing and adapting strategies to balance accuracy, scale, and compliance with privacy laws.

Innovative Revenue Strategies:

The “One Big Problem” session, a town hall publisher-only conversation, underscored the challenges and strategies in ramping up revenue. One standout solution was monetizing social media audiences. Publishers are turning their social followers into a goldmine, leveraging these platforms to drive engagement and revenue. This strategy, highlighted by some ad ops leaders shows the innovative ways publishers are navigating the post-cookie landscape.

This strategy doesn’t come without its downsides though. Relying heavily on social platforms means publishers are subject to the algorithms and policies of those platforms, which can change suddenly and impact reach and monetization.

Another exciting approach discussed during the Forum was Deal Curation as a Service (DCaaS). This strategy empowers publishers to showcase and monetize high-quality inventory effectively, leveraging first-party data for improved targeting and higher CPMs. Yet, implementing DCaaS can be resource-intensive, requiring significant investments in technology and data management. It can also lead to increased operational complexity, as publishers must manage and coordinate with multiple partners and ensure the integrity of their curated deals. 

In the long haul, DCaaS enables publishers to regain control over their inventory, creating a more curated and valuable marketplace that benefits publishers and advertisers alike. As Scott Messer of Messer Media explained, DCaaS alleviates costs, aggregates sales efforts, and delivers a good product.

The Existential Crisis and Future-Proofing Revenue

Despite Google’s flip-flop on third-party cookies, savvy publishers are already adapting. Our recent Publisher Pulse report, Ramping Up Your Revenue: Digital Publishers Reveal Key Growth Strategies, shows that 71% of publishers are investing in new tools and technologies to drive revenue growth, with the most invested tools including audience segmentation (65%), identity resolution (50%), and AI-driven/advanced analytics platforms (40%).

But this isn’t just about technology for technology’s sake, it’s about addressing the existential crisis of trust and relevance. Publishers like Dotdash Meredith, The Washington Post, and Future are leading the way, demonstrating that investing in first-party data and contextual targeting is key to thriving in a cookieless world.

As Dotdash Meredith’s McCarthy explained, predictive analytics and real-time data are revolutionizing how we approach ad operations, ensuring we stay ahead of the curve. This aligns seamlessly with the broader industry trends discussed at the Forum, showing a unified move towards data-driven, privacy-safe ad tech solutions.

The landscape is shifting, and those who don’t adapt will be left behind. Since many of these approaches may require significant investment in technology and talent, it’s a survival of the fittest scenario, where only the most innovative and forward-thinking publishers will thrive. Regardless of the size of your operation, your best bet is to start small and keep testing iteratively.

Innovation must be balanced with caution — embrace your data, invest in the right tools, and keep innovating.

Editor’s Update 08/14/2024 An earlier version of this article omitted insights from Jesse Waldele, SVP of Digital Operations and Client Services at Dow Jones, and Jeff Goldstein, Head of Programmatic at Future’s keynote.

The post Dotdash Meredith’s Cookieless Conquest and the Publisher Pulse: Notes from AdMonsters Publisher Forum Boston appeared first on AdMonsters.

In response to challenges posed by privacy regulations and AI-driven changes in search traffic, 71% of publishers plan to invest in new technologies. To sustain revenue growth, publishers are investing in AI-driven analytics, customer data management, and identity resolution. As one publisher noted, personalizing content and engaging audiences will be key in the coming year.

But, it’s not all smooth sailing. Publishers are grappling with significant challenges, including privacy regulations and changes in consumer behavior. These factors underscore the importance of diversifying revenue streams. With audience data, subscriptions, and licensing emerging as planned new streams, publishers are laying the groundwork for sustainable growth in an evolving digital ecosystem.

While the digital ad landscape faces headwinds, the coming year looks promising for publishers who are agile enough to navigate these challenges. Publishers who invest in direct deals, audience development tools, and diversified revenue streams are well-positioned to thrive in 2024 and beyond.

For more insights and a look at the full study results, visit the Publisher Pulse report page, and enter your information at the bottom to download your copy.

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