As third-party cookies disappear from the digital advertising scene, publishers are waking up to a harsh reality: it’s time to rethink how they do business. For years, the industry has buzzed about data transformation, revenue diversification, and the importance of privacy regulations. But one key element is often overlooked — how to build a solid identity strategy that can reliably function within both the company and with external partners.

Here’s the bottom line: if publishers don’t focus on building a strong identity graph now, they’re going to fall behind. With so much change in the ecosystem, revenues shifting or diminishing,  it’s not just about survival — it’s about thriving in a privacy-safe, data-driven future.

Identity Plays A Key Role In The Future Of Programmatic Demand

Without third-party cookies, the ecosystem that once drove programmatic advertising is fading. Revenue is dropping, and many publishers are looking to rebuild addressability, opting to rely on rented identity solutions — those that pool data from other companies just to stay afloat. These solutions inject a quick fix, but in the long run, lack the required transparency and revenue models to make this a sustainable solution.

Publishers need their own robust identity architecture to not only bring in more money but also to reduce the total cost of ownership and increase margins.

More and more PII-based identifiers are emerging, but deploying multiple IDs can become complex. Additionally, it’s difficult to evaluate if and when hashed emails should be exposed on the page. Whether a publisher chooses a client-side or server-side deployment comes down to one question: how much risk are you willing to take when it comes to privacy?

The latest version of IAB Tech Labs’ OpenRTB enables to inject identifiers directly into the bidstream, adding transparency to the process. By collaborating with third-party data partners or industry solutions like ID5, publishers can inject their own identity signals into the bidstream, enhancing their ability to target users effectively and increase revenue, all while staying on the right side of data privacy.

Breaking Down the Data Silos

First-party data is gold for publishers right now but it’s difficult to mine. Many publishers are collecting a vast amount of data, including identity,  across different platforms — whether through ads, subscriptions, or events — which has led to a huge problem: fragmented data. This is amplified when there are multiple business units that all have different systems and policies. With no underlying identity architecture and different systems for managing content, consent, and customer data, many publishers find themselves staring at disconnected pieces of the puzzle.

That’s why the conversation around identity is so critical. If you’re not connecting the dots, you’re only looking at small pieces of the puzzle, effectively making decisions in silos. A unified identity framework tied to a data foundation, lets publishers see the bigger picture with an opportunity for cleaner data sets – how users engage, how that ties to revenue, and where there are opportunities to grow.

Creating a True Single Customer View

A single customer view is no longer a “nice to have” – it’s a must. This is the flip side of eliminating data silos, but it also connects to greater actionability concerning users. To maximize engagement and performance, publishers must track users across every device and environment they interact with. It’s about understanding your logged-in users and anonymous users, as both are crucial for monetization.

Building a persistent identity graph that updates in real-time helps publishers make informed decisions. This isn’t just about driving ad revenue; it’s about understanding every user touchpoint, from what content they consume to how they interact with your brand.

Getting Ready for What’s Next

The value of data is skyrocketing. To tap into that potential, publishers need more than just a surface-level understanding of their audience – they need a solid identity strategy & architecture. Identity sits at the center of every monetization and engagement opportunity for a publisher. As more advanced data analysis rolls out, these data foundations are critical to leverage newer approaches like AI, predictive analytics, and new data collaboration models. If you don’t have your foundation set, you’ll be left scrambling when the next big opportunity comes knocking.

Many publishers have under-invested in building a comprehensive identity strategy because of the level of cross-functional thought, effort, and collaboration required. However, waiting longer creates an even bigger risk to their business. If publishers don’t invest in data and identity now, they’ll be left out of emerging revenue streams.

The reality is clear: we’re entering a new era of advertising, and identity is at the center of it all. Those who get it right will have the upper hand in a cookieless world. The time to act is now.

The post Owning Identity in a Post-Cookie World: Why Publishers Need to Get Real About Data appeared first on AdMonsters.

Following recent changes announced by Google for its Chrome browser, users will be prompted to exercise more control over third-party cookies. And while it is plain to see that Google and regulators wish to avoid a repeat of the App Tracking Transparency (ATT) debacle, the mere possibility of comparison warrants serious investigation into alternatives, of which Privacy Sandbox appears heir apparent.

Years of development and negotiations, its most recent pivot, and newly announced features demonstrate Google’s dedication to finding a balance that satisfies its obligations to the Competition and Markets Authority (CMA) and the concerns of the Information Commissioner’s Office (ICO). When it does, addressability through cookies will decline rapidly and brands dependent on them will be impacted absent adaptation.

Powering this colossal and oft-delayed shift is an irrefutable truth: online privacy has become a core concern for lawmakers and their constituents in Europe and worldwide.

The Legal Push Behind Corporate Change

Privacy is no longer a niche concern; it is becoming a fundamental expectation of regulators and consumers, especially in the States where legal reforms are gaining momentum. Comprehensive privacy laws are taking effect in nearly twenty states, with California leading the way through the California Consumer Privacy Act (CCPA) and its amendment, the California Privacy Rights Act (CPRA).

The rapid pace of legislative change is striking — more than half of new privacy laws were introduced in 2023-24 alone. While the House failed to pass the American Privacy Rights Act (APRA) out of committee, the bill came far closer to a floor vote than most anticipated. Congress appears poised to pass children and teen-focused privacy bills before the end of session.

This shift is more than just a legal headache for companies; it reshapes how businesses interact with consumers. Brands should rethink their data collection and data use strategies, due to the requirement to respect types of opt-out signals mandated by laws in California, Colorado, and Texas, as well as increased obligations to consent for certain data types, and internal data mapping requirements.

U.S. state laws, while different in structure from the General Data Protection Regulation (GDPR), share common enforcement elements that compel companies to change their data practices, and penalties for non-compliance are steep The message is clear: compliance isn’t just about avoiding penalties—financial and reputational—it’s about staying ahead of a wave of risk that is only gathering strength.

What the U.S. Can Prepare For

Looking to Europe provides a roadmap for how privacy laws can amplify consumer expectations. The GDPR, now six years into enforcement, has dramatically altered the landscape for advertisers and consumers alike. With more than  2,000 fines issued by March 2024 and penalties nearing €4.5 billion, companies have had to adjust their strategies to comply with stricter privacy regulations.

Even though privacy was already a top concern for consumers in Europe, legally required changes by companies there led to increased awareness of users’ privacy rights and more frequent exercise of those rights

In the U.S., this process is beginning to unfold. While data protection concerns have historically focused on government surveillance, the growing wave of state privacy laws and increasing public scrutiny of private data usage — especially after Cambridge Analytica — are starting to mirror the European experience. However, the signs of fatigue in Europe due to the constant consent requests have led regulators to express a desire for reform. If it happens, the process will likely be slow, but we may hope to see similar changes in U.S. legislation sooner rather than later.

The Path to Consumer Trust

The importance of comparing the EU and U.S. approaches to privacy lies in user behavior. As brands prepare to comply with evolving privacy laws, consumers are becoming increasingly informed about data practices, leading to heightened expectations around transparency and choice. However, there is a critical need to find the right balance between customer expectations regarding data privacy and their desire for relevant, personalized experiences.

A recent survey revealed that 86% of Americans are concerned about their online privacy, a number likely to rise as privacy laws gain ubiquity. Just as the GDPR heightened awareness among Europeans, U.S. consumers will reasonably demand more control over their data. This shift will inevitably result in more users opting out of third-party cookies, requesting their data deletion, and exercising their rights to the data companies hold about them — whether manually, through changes implemented by platforms, or via authorized agents.

Navigating the Road Ahead

It’s essential for brands to recognize that user behavior will evolve alongside legal obligations. Companies that fail to adapt their strategies now risk losing trust and relevance in the eyes of consumers.

The shift towards cookieless technologies is not merely a legal necessity but also a crucial response to meet evolving consumer demands and offset increased risk and overhead associated with new obligations.

First-party data and strong consumer relationships have never been more critical. Diversifying vendors for each critical function will ensure continuity and create a competitive advantage amidst these changes. Additionally, assessing whether partners are equipped to help navigate this new landscape is vital.

Laws are driving changes in both corporate behavior and consumer expectations, forcing companies to adapt. Eventually, the switch for third-party cookies will be flipped to “off.” The time to prepare is now.

The post Beyond Compliance: Adapting to Privacy-Centric Platforms and Consumer Expectations appeared first on AdMonsters.

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.

Media measurement is at a critical juncture, with the industry racing to adapt to new technologies, shifting consumer behaviors, and evolving regulatory frameworks. 

As TV and video consumption splinters across devices and platforms, the need for consistent, reliable identity resolution (IDR) has become increasingly urgent. The complexities of audience fragmentation and data loss have forced companies to rethink how they approach identity and measurement at scale.

To that end, CIMM, in collaboration with OpenAP, launched a strategic review of the identity resolution ecosystem to address the challenges of stitching together data across disparate identity spines. 

David Levy, CEO of OpenAP, has been at the forefront of these efforts, emphasizing the importance of durable, privacy-safe identity solutions that can serve both buyers and sellers in the advanced TV landscape. OpenAP’s commitment to this project reflects its broader goal of establishing a more transparent and interoperable marketplace, ensuring that IDR evolves to meet the growing demands of advertisers and consumers alike.

Dennis Buchheim, Managing Director of ThinkMedium, shared that while identity resolution has made strides, the current environment is “fragmented and inconsistent,” calling for data quality and interoperability improvements. He emphasized the need for more transparency, saying, “The industry must work together to create an adaptable, privacy-safe identity ecosystem that can evolve with changing regulations and consumer expectations.”

At the recent CIMM Summit, sessions provided a look at the industry today with a roadmap for what lies ahead as data quality, transparency, and interoperability dominate the conversation.

5 Big Ideas We Took Away From CIMM Summit

Insight 1: Identity Resolution Is Still Fragmented — But Progress Is Being Made

The complexity of identity resolution continues to challenge the TV and video marketplace, but significant advancements are being made.

• Fragmentation Issues: The TV identity ecosystem is fragmented, with different identity spines and providers offering disparate solutions, making it difficult to track audiences across multiple screens and devices.
• Comcast’s Solution: Comcast’s deterministic signal authentication offers a promising privacy-safe solution to unify fragmented audience data, yet broader industry standardization remains elusive.
• Data Quality Challenges: The lack of data quality in some identity resolution practices is a consistent concern, with many speakers calling for more transparency and better labeling of data sources.
• Need for Buyer Education: As identity solutions evolve, marketers need more education around data quality and transparency, ensuring that they understand the signals they are working with and how those signals influence campaign outcomes.

Insight 2: Fragmentation of Media is Both a Blessing and a Curse

The rise of programmatic buying and connected TV (CTV) is transforming how media is bought and sold, but the growing complexity is a double-edged sword for buyers.

• Opportunities for Personalization: In the session Building the TV Ad Market of the Future, speakers like Freewheel’s Mark McKee and LG Ad Solutions’ Michael Hudes pointed to opportunities that media fragmentation offers. McKee described how personalization across fragmented content creates new touchpoints for audience engagement.

• Challenges in Measurement: As content spreads across different platforms, buyers face the growing challenge of managing reach and frequency. As Katie Klein noted, the difficulty lies in tracking audiences across a fragmented media landscape while delivering meaningful performance metrics.
• The Role of LG Ads Innovation Lab: Hudes emphasized that behavioral and emotional cues are critical to surfacing relevant content, making personalization even more integral to managing fragmented content across multiple devices.

Insight 3: The Shift to Multi-Currency Measurement is Gaining Momentum

Multi-currency measurement is quickly becoming necessary in advanced TV, but implementation is still in its early days.

• Enabling Optionality: During Ready or Not, The Advanced TV Ad Market Is Here, panelists like Paramount’s Michele Stone stressed that offering measurement flexibility — allowing buyers to transact based on the currency they’re comfortable with — is critical to the future of advertising. As agencies work with multiple measurement providers, they are increasingly focused on aligning these metrics to serve both buyers and sellers effectively.

• Growing Complexity: Publicis Media’s Sam Armando highlighted the complexity agencies face when dealing with multiple currencies during major events like the Super Bowl, where several measurement systems must work together. The challenge lies in ensuring consistency across these systems while maintaining accuracy.

Insight 4: AI’s Role in Measurement is Just Beginning

AI-driven media measurement is still in its infancy, but it has the potential to revolutionize how media is planned, bought, and measured.

• AI for Personalization and Automation: In the session Into the Future of Media Measurement, panelists discussed how AI will drive more personalized and immersive experiences by 2030. Automating content delivery and optimizing audience engagement is seen as a major benefit.

• Ongoing Challenges: AI also introduces challenges. As Sonata Insights’ Debra Aho Williamson pointed out in the AI-Driven Roadmap to 2030, questions around transparency, data ethics, and the accuracy of AI-driven insights remain unresolved. CIMM”s Tameka Kee stressed the importance of industry-wide collaboration to address these issues and ensure AI can deliver on its promises.

Insight 5: CTV’s Growing Influence on Performance Metrics

Connected TV (CTV) now plays a bigger role in performance-based advertising, offering brands opportunities to drive outcomes that were once difficult to measure with linear TV.

• Impact of Live Audiences: IPG Media Brands’ Maureen Bosetti noted that while linear TV still offers significant reach, CTV complements it with advanced performance metrics. Brands are increasingly using CTV’s flexible formats to deliver both brand-building and performance-driven campaigns.

• Cross-Screen Attribution: As highlighted by the panelists in Building the TV Ad Market of the Future, the ability to track audience behaviors across multiple screens is improving, with programmatic buying allowing advertisers to optimize reach and frequency in previously challenging ways.

Navigating these growing complexities — identity resolution, audience fragmentation, and measurement standardization — requires collaboration across the sell-side, buy-side, and tech platforms. 

The future of media measurement depends on the industry’s ability to adopt multi-currency frameworks, embrace AI-driven solutions, and improve the cross-screen attribution model to reflect today’s fragmented viewing habits. As AI integration advances and CTV continues its rise, the next steps will involve finding ways to unify fragmented data ecosystems and develop scalable solutions for cross-screen measurement.

Moving forward, the industry must keep pace with technological innovations and regulatory shifts to ensure that identity resolution and media measurement evolve together to support advertisers, publishers, and viewers alike.

The post 5 Big Ideas We Took Away From CIMM Summit — Identity Resolution Was the Biggest appeared first on AdMonsters.

As we hit the home stretch in the Presidential election and other federal and statewide races, digital advertising spend continues to flourish.

But, candidates and their marketing teams may be fumbling on a key component of their playbook that could be the difference between first and second place: advertising to cookieless voters.

Google’s about-face (or flip flop) on deprecating cookies could lead advertisers — including political ones — to abandon their cookieless plans, but that would be shortsided as I explain below.

While the bulk of media attention is on the presidential election, there are also 468 Congressional races and a multitude of local elections. I would go as far as to say that a few politicians could sway their races by embracing cookieless, especially if their opponent neglects over half of the open web using Safari or Firefox browsers for example. There is an ocean of previously unreachable voters right in front of you, the billions of US consumers viewing content on cookieless browsers via mobile and desktop web.

It’s incredibly important to reach consumers where they consume content across mobile, desktop, or CTV. With emerging digital channels growing, those who do not advertise in cookieless environments may miss out on this campaign season’s biggest advantage.

Two Roads Ahead for the Candidates

Elections, at least in the United States, are often about choosing between two options. It’s either Republican or Democrat; left wing or right wing; yes or no on a proposition. Political candidates have some duality choices as well: whether to advertise only with third-party cookies, cookieless, or both. The good news is that candidates can — and should — advertise on both. But, like their for-profit corporate brethren, too few are embracing cookieless.

The polls make one thing abundantly clear: this will be a very close presidential election with multiple states currently within mere percentage points of each other. Even if the polls move in one direction or the other, there’s enough uncertainty that no one will know the winner until election night (and maybe thereafter).

The volume of ads seen in battleground states by the people who are legitimately swing votes are inundated with ads from both parties maligning their opponents and making conflicting claims. And while we historically think of TV ads as the bulk of political advertising, the money spent on digital continues to grow. Some estimates put it at 28% of all spent this cycle; 3x the figure from the last full election.

Valuable Audiences

Would Hillary Clinton have won the 2016 presidential election if she spent any time at all in Wisconsin? Flipping that state alone wouldn’t have procured enough electoral votes, but it was seen as emblematic of a campaign too confident in its superiority to a candidate to not do the simple work. She ended up losing the state by 23,000 votes as well as other important Midwest swing states like Michigan and Ohio. Today’s candidates need to assume nothing is certain and continue to reach every possible voter across the US.

Advertising allows candidates to  reach both cookieless and cookied users across all browsers.

Yes, Chrome dominates the browser market share with 52% in the US, 15% of those users have opted into cookieless settings, Safari has 32% and Firefox has 4% of audiences. There are plenty of registered and likely voters who may not watch much TV and are therefore only going to see political messages if those candidates advertise in cookieless environments.

Increased Attention Share

There’s a reason why both candidates prefer not to campaign in the same state at the same time. You don’t want to share the spotlight. Any candidate who embraces cookieless in a race where the competition doesn’t have a clear space to reach out to key audiences while the competitor is in the noisy cookied environment. Cookieless has a much lighter ad load overall, so every impression you serve has more impact.

It’s always interesting when someone living in an uncontested state travels to a swing state and suddenly sees the political ads they were missing.

Well, right now Internet users in swing states who are using cookieless browsers are just like those travelers. Campaigns that embrace cookieless can reach undecided voters in key regions on previously considered unreachable browsers.

Higher Performance

An underrated component of cookieless advertising is that ad load is generally faster in cookieless environments. Imagine paying good money to get in front of an undecided voter, only to waste that opportunity because the ad didn’t load before the user moved on. Finding the right audience is only one part of the equation; delivering your message clearly and completely is just as important. Cookieless achieves that.

Bigger Gains

Politicians love winning. Since there are far fewer bidders on ads in cookieless environments, win rates can be as high as 10X higher than bidding on third-party cookies. We also see engagement rates as high, if not higher, as in third-party cookie environments. This is crucial in the final weeks of the campaign when politicians have to spend before election day. Being in an environment with higher win rates alleviates stress that ads won’t run and allows the campaigns to focus on other pressing matters.

The Home Stretch

As with all campaign decisions, the best advertising strategies are built upon common sense. If you were driving to the polls, would you take the traffic-filled road or the wide open lane to get you to the polls before everyone else? Political campaigns often need everything to go right to win. Embracing cookieless this 2024 season could be the difference between getting elected versus giving a consolation speech.

The post This Campaign Season, Vote to Embrace Cookieless appeared first on AdMonsters.

Publishers have enough to juggle without worrying about sketchy ads sneaking in through video inventory. But with malvertising on the rise — especially those sneaky auto-redirects infecting VAST tags — EX.CO and GeoEdge are joining forces to shut it down.

This partnership is grounded in ad quality to safeguard user trust and ensure publishers’ revenue keeps flowing without the hassle of bad ads ruining the party.

The post EX.CO and GeoEdge Team Up to Shut Down Video Malvertising appeared first on AdMonsters.

Is there a bigger disconnect between marketers and consumers than we initially thought? 

A recent iHeartMedia study exposes a growing divide between how marketers perceive their audience and how consumers actually experience media and advertising. 

The research reveals a striking statistic: nearly half of Americans — 44% — feel ignored by advertisers, indicating a significant disconnect that could have real consequences for brands. In fact, 72% of consumers say they are unwilling to buy from companies they feel are overlooking them, and 75% express a willingness to pay more for brands that align with their values. These insights challenge brands to reassess their strategies and find more meaningful ways to connect with their audience.

This disconnect, alongside a clear cultural divide in values — from religion and law enforcement to perceptions of luxury — highlights the urgent need for brands to bridge the gap between their strategies and consumers’ real-world preferences and behaviors.

“We marketers have more data at our fingertips than ever before, yet almost half of American consumers are feeling ignored,” said Gayle Troberman, CMO, iHeartMedia. “As marketers, we have to be careful not to let our personal perception guide our marketing decisions. This study lays out where our perception matches the marketplace and where there are major differences.”

Who Feels Ignored Across Geography, Race, and Income? 

While the bigger picture here is important – that stats say nearly half of consumers feel ignored – it’s also important to look at the minute details. Based on IHeartMedia’s study of consumers’ geography, race/ethnicity, and income, there are some startling stats. 

Geography:

• In suburban homes, about 40% of consumers fit in the ignored and non-ignored categories. 
• About 32% felt ignored in urban homes, and 38% fit in the non-ignored category. While more fit in the non-ignored category marketeers will still want to hit the other 32%. 
• In rural areas, 27% fit in the ignored category and 22% fit in the ignored. 

Race/Ethnicity: 

The race and ethnicity category is a bit more complex. While the stats show that 63% of white consumers fit in the ignored category, about 58% of white consumers fit in the non-ignored category. This is a stark difference in Black (22%), Hispanic (13%), and Asian (4%) consumers who fit in the non-ignored category. 

While it is no secret that multicultural audiences are often ignored and underrepresented in marketing strategies, it should still be an eye-opening statistic when the numbers are laid out plainly. These audiences hold massive amounts of influence, spending power, and essential data that marketers are ignoring. 

AdMonsters just covered this in our Spanish-language streaming article: experts expect Spanish speakers in the U.S. to grow to over 75 million by 2030 and projected Hispanic buying power in the U.S. to reach $1.9 trillion by the end of 2023.  But this is true for all diverse audiences. 

Income: 

When it comes to the ignored and non-ignored categories, most participants from a salary under $50,000 to a salary over $100,000 fit in the 40 – 50 % range. 

Personalization: The Creep Around the Corner 

Marketers love personalization. It helps them connect more closely with consumers and ensures that the ads that consumers engage with result in a final purchase. 

Research company Advertising Perceptions recently conducted a study showing that 82% of advertisers attributed 2023 revenue growth to customized ads. They further argued that, without personalized ads, one in five businesses would face closure or layoffs, and nearly half would need to raise prices. 

It’s no surprise that advertisers bank on personal ads for their business. However, many consumers feel personalized targeting is creepy, and I know marketers do not want audiences to equate them with creepiness. Ad tech is still fighting against this narrative. 

According to IHeartMedia’s study, 68% of consumers hated personalized advertising and are two times more likely to hate AI personalization. I know this puts a screw in most advertisers’ practices, but it is also important to listen to the consumer. 

Even further, the study reveals that this level of ad targeting may not be working as intended. Seven out of ten consumers claim digital ads are irrelevant despite targeting. Will this change the $9.5 billion that IHeartMedia projects marketers to spend on personalization and hyper-targeting in 2024? 

Consumer Values vs. Marketing Trends: Why the Disconnect Matters

There’s a significant gap between how consumers and marketers approach advertising, purchasing decisions, and values. A striking 44% of Americans feel ignored by both media and advertisers. Both groups must understand that most consumers prefer to support brands that align with their values. 

Unlike marketers who can swiftly make higher-value purchases, consumers take a more deliberate path to purchasing, often consulting family and saving up for weeks before making decisions on $100 purchases. 

The divide continues with contrasting preferences. While consumers enjoy activities like buying lottery tickets, marketers find them cringeworthy, and while marketers are enthusiastic about health trends, consumers remain skeptical. Furthermore, religion, law, and order are twice as important to consumers as to marketers. 

All these stats highlight that advertisers must meet consumers where they are. This could be the difference between further alienating your audience and bringing them into the fold.

The post How Can Marketers Bridge the Gap Between Their Goals and Consumers’ Needs? appeared first on AdMonsters.

Fresh out of college as a computer science student, Jon Schulz knew that he wanted to be a marketer, and from day one of his 12-year stint at Ford, he did just that. Throughout his career ups and downs, Jon strategically navigated climbing up the corporate ladder to achieve career success.

Fast-forward and Jon is now CMO at Viant Technology, a role he never expected to hold for 16 years. A background in information technology made the transition into ad tech smoother than expected, especially now with advertising completely reliant on technology.  

“It translated pretty well because it was pre-internet when I got all my training. So I took classes like DOS, D-Base, and Qobuz, which are archaic today. But coding languages tend to be pretty consistent,” Jon explained. 

Nowadays, he’s shifted his focus to sustainability. While some question whether digital advertising has a real environmental impact, the data says otherwise. Digital ads are an invisible yet significant polluter. The advertising industry accounts for 3.5% of global carbon emissions, a percentage destined to climb without changes.

Digital Ads Pack the Carbon Punch of Thousands of Global Flights

Yes, you read that right. Although that ~3.5% sounds small, there is more than meets the eye. When it comes to factories, airlines, and all other aspects that produce carbon, the waste digital advertising produces is not traditional. It’s like seeing a car driving down the road and emitting harmful fumes. It can be hard to understand.

Ad tech uses a lot of electricity, and much of that energy is fossil fuel-driven. 

“Everything’s shifting to digital, and digital requires electricity,” Jon explained. “That’s where the carbon comes from. The evolution of AI is even hungrier for processing and computing. It uses even more electricity.” 

A recent report by The Times entitled “Making AI Less Thirsty” reveals that the latest Big Tech sustainability reports show double-digit increases in water consumption by Google (17 percent), Microsoft (22.5 percent), and Meta (17 percent). What’s worse? ChatGPT and other Gen AI platforms need four times more water to respond to queries than previously presumed. You may be wondering how AI and water are connected, but the water is used to cool down the data centers. This demand is growing as AI is only getting more advanced. 

The environmental impact extends far beyond electricity. Production costs associated with the many events and conferences we attend also contribute to the carbon footprint. Giveaways also have an effect. 

“I was at a Detroit Lions game where they handed out electric wristbands to the crowd,” Jon says. “By the end, about 60,000 were discarded on the ground. That’s a lot of unnecessary waste.”

Signage and creative also play key roles in stifling sustainability. Production, travel, and logistics for advertising campaigns also contribute to the waste. “Every time we shoot an ad, whether in LA or Poland, the travel and resources add up,” Jon points out. “We can’t erase it overnight, but we can start being more mindful.”

The Road Ahead: Balancing Profit and Planet

Very few companies are acting on sustainability efforts, despite widespread interest. According to Viant research, 70% of advertisers express interest in sustainability, but only 10% take real steps to implement changes. Viant’s Adtricity initiative aims to shift this by rewarding advertisers with renewable energy credits for every dollar spent, helping decarbonize the entire programmatic supply chain.

“Green inventory is already a reality,” Jon explains. “Publishers have started adopting carbon-free practices, and we’re empowering the industry to make more sustainable choices.”

While many companies are eager to adopt sustainability practices, the challenge lies in maintaining them when revenue metrics start to dip. “The real test comes when sustainability efforts impact the bottom line,” shares Jon. “Will companies stick with it?”

There may never be a perfect solution, but the industry is moving in the right direction. The push for greener practices in ad tech is just beginning, and while it may be a slow process, progress is being made.

“We can’t change everything overnight, but small, conscious steps will drive us toward a more sustainable future,” Jon explains.

The post The Unseen Environmental Cost of Digital Advertising and the Push for Sustainability appeared first on AdMonsters.

Publishers and advertisers work with treasure troves of data that require working in the weeds. But sometimes, working too deep can give you tunnel vision and cause people to miss the bigger picture.  

This is especially true when working with diverse audience data. Some miss out on multicultural audiences with massive opportunity and spending power. According to the Nielsen-Univision ROI of Inclusivity Study, experts expect Spanish speakers in the U.S. to grow to over 75 million by 2030 and projected Hispanic buying power in the U.S. to reach $1.9 trillion by the end of 2023. 

Still, some brands are seeing the potential in Spanish-language media. “I’ve seen a major shift in how AVOD is serving Hispanic audiences, with brands growing recognition of the incredible potential within this demographic,” shared Isabel Rafferty Zavala, CEO of Canela Media. 

In fact, EDO just released a study  analyzing every national TV ad that ran on Spanish-language TV and the data shows that ads that run on these channels have been 31% more effective than those on English-language TV. Spanish-language streaming’s growth presents a unique opportunity for publishers to engage a vibrant audience and optimize revenue streams, while allowing advertisers to improve targeting and capitalize on innovative ad technologies. However, it’s crucial to represent these communities authentically.

The Surge in Spanish-Language Streaming

With a large and growing Hispanic population in the U.S. and abroad, streaming platforms are ramping up their offerings of Spanish-language content, creating fertile ground for publishers looking to reach Hispanic audiences through targeted advertising and cutting-edge ad operations.

Key Players and Market Growth:

Televisa-Univision’s ViX+ launched in 2022 after a major merger combining Mexican multimedia company (Televisa) and the largest provider of Spanish-language content in the US (Univision). Starting with an ambitious goal, they offer over 10,000 hours of Spanish-language entertainment, ranging from telenovelas to original productions. 

They now offer ad-supported and subscription-based models with TelevisaUnivision’s flagship streaming service, Vix, amassing 50 million monthly active users, up 70% over last year.

They also acquired a free, ad-supported streaming service — Univision’s PrendeTV — to complement their Univision NOw subscription service. 

Latino-owned Canela Media has capitalized on the surge of Hispanic viewers by offering free, ad-supported content across multiple genres. Reportedly the fastest-growing Hispanic media company in the U.S., the CEO Isabel Rafferty Zavala launched the streaming service to celebrate the U.S. Hispanic community by delivering culturally relevant high-quality entertainment.

“My role has been to push for innovation — whether through our content offerings or the technology we use,” said Zavala. And this is not just lip service. Canela Media offers a wealth of first-party data through Canela Audience Solutions, reaching 76M unique devices. The OTT-first data product accurately identifies Hispanic audiences across English and Spanish content.

Other players:

Netflix, Hulu, and HBO Max are all embracing this trend, significantly expanding their Spanish-language libraries to cater to Hispanic viewers and international markets. 

Other players include fuboTV Latino, providing 65 Spanish-language channels, including Zona Fútbol and FOX Deportes. Then there’s Peacock’s Tplus, in partnership with Telemundo, offering telenovelas, news, and sports. Comcast’s NOW TV Latino provides over 25 live Spanish-language channels featuring a mix of movies, shows, sports, and news for diverse viewing preferences. 

Crafting Culturally Resonant Campaigns in a Multilingual Market

The rise of Spanish-language streaming opens new doors for publishers and advertisers. With bilingual and bicultural audiences, they can leverage advanced technologies to create practical and dynamic ad experiences explicitly tailored to Hispanic demographics.

Programmatic Advertising: Programmatic solutions allow for precise audience targeting based on language preferences, cultural nuances, and consumption habits to deliver highly relevant messaging to  maximize engagement.

For instance, Macarta used Amazon’s Spanish Language Targeting Program for geo-targeting Spanish-speaking consumers and delivering tailored messaging to increase traffic and sales. 

Dynamic Ad Insertion:  Spanish-language streaming platforms leverage real-time dynamic ad insertion to seamlessly integrate ads into content. Advertisers can adjust creative messaging based on viewer data, location, or even cultural events. By delivering ads at the perfect moment, this technology enhances viewer experience while boosting ad effectiveness. 

With Akta’s Cloud Video Platform, TelevisaUnivision’s ViX streaming service leverages DAI, replacing broadcast ads with digital ads on their streaming platform, according to Michael Cerda, CPO for Streaming at TelevisaUnivision.

Cross-Platform Campaigns: Advertisers can also explore cross-platform advertising strategies ensuring  consistent messaging by tying campaigns across ViX+, Canela, Pantaya, and mainstream services like Netflix and HBO Max to amplify reach.

Unlocking Revenue Potential Through Targeted, Authentic Engagement

Maximizing revenue in the Spanish-language streaming segment requires deeply understanding Hispanic audiences, who show strong loyalty to platforms offering authentic, culturally relevant content.

To capitalize on this, publishers should focus on audience segmentation by developing detailed viewer profiles based on region, language preferences (Spanish, English, or bilingual), and content consumption habits. 

“Targeted, personalized, culturally relevant ads will only increase in importance as time goes on. Audience data can help advertisers understand where their target audiences are consuming content and learn behavioral insights about them,” according to App Science.

AVOD platforms, such as Canela, offer a clear path to monetizing content through targeted ads, while SVOD caters to audiences willing to pay for premium, ad-free experiences. Hybrid models, like TelevisaUnivision, offer a combination of ad-supported and ad-free tiers and are also gaining traction, providing publishers with diverse revenue streams.

As EDO outlined in their study, Spanish-language TV’s impact is even greater when combined with a highly engaging streaming environment. For instance, auto brands advertising on TelevisaUnivision’s streaming service ViX were 29% more effective than Convergent TV.

According to Zavala, Canela Media owes its AVOD  success “to focusing its monetization strategies by connecting brands with content that reflects the values, diversity, and interests of our community, ensuring that advertising feels both organic and impactful.” 

Additionally, partnering with Hispanic-focused brands presents another lucrative opportunity. For instance, TelevisaUnivision’s partnered with United Airlines’ Kinective Media to integrate ViX streaming content into in-flight entertainment. The collaboration merged data assets, enhancing Kinective’s platform for targeted advertising, allowing TelevisaUnivision to drive ViX subscriptions and deliver ads to Spanish-speaking travelers.

Tapping Into Cultural Relevance for Lasting Impact

As the surge in Spanish-language streaming continues, publishers and advertisers have a unique opportunity to deepen their connection with a dynamic and growing audience. By embracing cultural relevance, leveraging innovative technologies, and fostering authentic partnerships, they can unlock new revenue streams while serving the diverse needs of Hispanic viewers. Success lies in understanding the nuances of diverse demographics, respecting cultural values, and delivering personalized experiences.

The post What the Surge in Spanish-Language Streaming Means for Advertisers and Publishers appeared first on AdMonsters.

The ad tech industry is experiencing a transformative shift. Media entities are navigating a challenging landscape characterized by declining profits and the continuing phaseout of third-party cookies. In these times, self-serve platforms are emerging as a compelling solution, offering significant benefits to both the buy-side and sell-side markets.

However, despite many advantages,  there are still a limited number of self-serve platforms available today and even fewer that provide complete independence from vendor support teams.

Navigating Profit Loss and Cookie Phaseout: A Publisher’s Path Forward

One primary reason publishers seek to regain control within their ad tech stack is the need to address declining profits. The traditional programmatic advertising model, which relies heavily on third-party cookies, is becoming unsustainable. Brand publishers are increasingly returning to direct campaigns, which often necessitates expanding their sales teams — overhead smaller publishers can’t afford.

Signal loss also pushes publishers to explore alternative revenue streams and monetization models. In this landscape, working with multiple intermediaries and not having a clear view of how the publisher’s data is collected and processed becomes especially unsustainable.

Taking Back Control: How Self-Serve Platforms Empower Publishers

Self-serve platforms offer a viable solution by not only enabling publishers to leverage their first-party data more effectively but also tools and capabilities to manage advertising campaigns in a privacy-compliant manner.

Operational efficiency is another critical factor in the success of any advertising campaign. Self-serve platforms streamline the ad buying and selling process, reducing the time and resources required to manage campaigns. Publishers can quickly set up, monitor, and adjust their Prebid configuration in real-time, leading to more effective and timely optimizations.

Fully automated publisher systems handle everything from inventory management to bid optimization to A/B testing, freeing up valuable time and resources.

Breaking Barriers: Self-Serve Solutions for Smaller Publishers

The ad tech industry is characterized by high entry barriers, particularly for smaller media entities. Top SSPs often have stringent minimum requirements not just in terms of traffic volume and geolocation, but also brand safety commitment and privacy integration, forcing smaller and regional publishers to work through agencies.

That’s what makes self-serve platforms so appealing. Publishers can often get around the minimum requirements and obtain direct SSPs while simultaneously working with resellers’ accounts. This allows them to manage both until they secure their own direct accounts.

Smaller media entities can leverage self-serve platforms to manage their ad campaigns independently and plug in their direct SSP accounts without the need for agency intermediaries, something that previously was only accessible to media with their own in-house Prebid.

The pay-as-you-go model, which many self-serve platforms operate on, benefits Tier 2 and Tier 3 publishers by offering a flexible, cost-effective solution that aligns with their often unpredictable traffic levels. A monthly fee often comes with access to a suite of advanced features and tools that might otherwise be out of reach for smaller publishers. However, a scalable, usage-based pricing model ensures that even publishers from less economically robust regions can leverage enterprise-grade technology without being burdened by unsustainable fees.

Why Ad Tech Vendors Are Embracing the Self-Serve Revolution

The trend that has become evident in the last couple of years is that initiatives like The Trade Desk’s OpenPath challenge SSPs’ traditional value propositions by altering the dynamics between the buy-side and sell-side.

The shift is clear: as supply path optimization wars intensify, SSPs are trying to differentiate and are moving towards a SaaS model, positioned as a necessary change to foster more meaningful, strategic, and economically viable partnerships.

Very simply, with ad tech entering the era of disintermediation, ad tech vendors are following suit.

Earlier this year, Setupad launched a fully automated self-serve platform for Prebid. Yieldbird introduced an all-in-one extension for GAM (essentially a self-serve interface). Hashtag Labs, PubWise, and Assertive Yield, to name a few, are all platforms offering exclusively Prebid-as-a-Service products. Not to mention the industry powerhouses Pubmatic’s OpenWrap and Magnite’s Demand Manager and other SSPs with their non-public self-serve offerings.

The Buy-Side Boom: Why Advertisers Are Going Self-Serve

It’s not much different. There’s a lot of demand from programmatic advertisers for self-service buying right now. Advertisers benefit from easy targeting, access to first-party data, and control over their campaigns. And it’s not a secret that advertisers often find their ads missing the target audience (especially SMEs), particularly with a loss of signal.

DSPs like AdLib and AdRoll rebranded themselves into “self-serve DSPs.” Infillion acquired MediaMath, officially admitting the reason for the purchase was to add self-service capabilities to its core business.

The buy-side self-serve industry is dominated by giants like The Trade Desk and DV360, but, just as on the sell side, the customization depth of these platforms varies. Moving towards the self-serve route isn’t just smart due to a growing interest in self-serve advertising, but also because of the wider trend that seeks to exclude DSPs from the supply chain.

Last year, both Magnite and Pubmatic cut out DSPs by launching ClearLine and Activate, respectively, products designed to give advertisers direct access to CTV and online video inventory.

Differentiating your offering comes with a lot of first-mover advantages. For example, accumulating vast amounts of data sooner than competitors is perhaps one of the most valuable for DSPs.

What’s Holding Back Ad Tech’s Self-Serve Evolution?

Although the trend is obvious, the majority of ad tech players still haven’t advanced their offerings or haven’t made it public.

Why? Building a robust platform requires significant upfront investment in technology and infrastructure. Transitioning existing customers to a self-serve model can be challenging, as it requires changing established workflows. Vendors are also afraid to sacrifice the existing revenue shares that bring great profits.

The readiness of the market to adopt a self-service model can significantly impact its success. And big publishers, to no one’s surprise, are very slow to change their ways.

However, with ad tech being as fragmented as it is now, it leaves few options but to advance and differentiate.

The complexity of the UI of the two behemoths in the self-serve space offered by Pubmatic and Magnite opens a lot of room for smaller ad tech vendors to differentiate and offer a compelling solution with flexible pricing. However, one area where you can’t compromise is technological capabilities.

The post How Self-Serve Platforms Are Revolutionizing Ad Tech and Empowering Publishers appeared first on AdMonsters.