best of admonsters Archives - AdMonsters https://www.admonsters.com/tag/best-of-admonsters/ Ad operations news, conferences, events, community Thu, 04 Jan 2024 03:53:35 +0000 en-US hourly 1 https://wordpress.org/?v=6.6.1 AdMonsters Publisher Playbooks of 2023: Political Ads, Attention Metrics, Bad Ads, Ad Ops Are Rock Stars https://www.admonsters.com/admonsters-publisher-playbooks-of-2023-political-ads-attention-metrics-bad-ads-ad-ops-are-rock-stars/ Thu, 04 Jan 2024 03:53:35 +0000 https://www.admonsters.com/?p=651488 From the ad quality challenges associated with capturing political ad spend, to the targeting and metrics evolution and attention's dominance, to battling bad ads that tarnish consumers' perceptions of media orgs, to helping sales teams take advantage of adops' treasure trove of data to improve monetization strategies — AdMonsters had a publisher Playbook for that. Hurry up and get one.

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There’s a storm a’ coming. Hurry up and grab your raincoat. Or better yet, get yourself a plan. We’ve got a few that will serve you well.

2023 felt like the beginning of the end. It was like the perfect maelstrom.

A recession was forecasted. Oh no, no it wasn’t. Ad spend was plummeting. Oh wait, it started inching back up again.  For publishers, there was just no way to make heads or tails out of the year that was the last before the 3P cookies’ demise.

Political ad spend is on the rise, but there are ad quality challenges for any publisher wanting to jump into that pool. We’ve got a playbook for navigating those waters.  Targeting and metrics are getting a remix and creative could use a facelift. We’ve got a playbook to guide you through attention’s dominance.

What about bad ads, are they tarnishing consumers’ perceptions about your media properties? We surveyed 250 consumers to give it to you straight — along with publishers’ tips for cracking down on those bad actors and making the user experience a priority.

And finally, we took a deep dive into how widely contextualized AdOps data shared with sales and ad product teams. The truth is, AdOps teams are rock stars (party on) but sales teams might not be taking full advantage of their data stardom. We’ve got a playbook for that too. All it involves is making meaningful workflow changes to focus on revenue-generating tasks.

You really should download one of these (if not all of them).

AdMonsters Publisher Playbooks of 2023

AdOps teams are data superstars, sitting on a treasure trove of information that contains rich and nuanced context. Many can say which ad units perform best, by format, section, industry and vertical. Some can accurately predict the ROAS advertisers can expect to see from their campaigns.

This is the kind of data that attracts advertisers, especially during a recession when their budgets are smaller and all focus is on performance and business outcomes.

But are publishers taking full advantage of these amazing resources? Our survey indicates they are not. There’s not enough collaboration between AdOps and the sales, product, and business intelligence teams. This is caused by a combination of tech limitations and interdepartmental inefficiencies.

More worrisome, only 22% of AdOps teams say they have access to a wealth of data and insights, which means the remaining 78% can’t help their colleagues succeed in their jobs to the fullest possible extent.

Now that advertisers are cutting back on campaigns, publishers need to work harder to attract brands to their sites. Detailed performance data distributed to all the teams that need it can help publishers win more business and revenue. As it stands, they’re leaving money on the table. Download this playbook now!

Publishers have always struggled with bad ads. Nefarious players and scammers, who sought to exploit the digital advertising ecosystem to steal money or data from consumers, have been around almost since the first ad was placed.

But as the world became more digitized, and as global wealth (and access to it) went online, bad actors stepped up their game. Online scams beginning with a digital ad are now dizzyingly complex, with fraudsters going to great lengths to appear legitimate to their victims.

Not surprisingly, malvertising is now a major crime, with 46% of consumers saying they, or someone they know, has fallen prey to a scam. According to the FBI, American consumers lost $10 billion to online scammers in 2022, and 2023 promises to be an even worse year for consumers.

Malvertising and malware are upending digital advertising, with the FBI warning consumers to install ad blockers, and the New York Times telling its readers that “if it’s advertised, you probably shouldn’t buy it.”

Programmatic advertising burst onto the scene in the mid-2000s promising better monetization opportunities for publishers and better access to audiences for brands. That promise led to a robust industry; in 2022 global revenues topped $173.74 billion worldwide.

The scales have tipped, and programmatic has become more of a liability than an asset. Last year, Bloomberg News made headlines when it announced it was pulling the plug on open programmatic, citing bad ads and the impact they had on the reader’s experience.

They’re hardly alone. Jared Collett, Sr. Director of Ad Operations and Analytics, Major League Fishing, also said his company changed who they work with as a result of bad ads. “We’ve had to sever relationships with various programmatic partners and ad networks because they couldn’t get control over the bad ads they were sending us. I would rather serve a house ad, or no ads than serve a bad ad.”

Worse, bad ads are eroding consumer trust in publishers. For 77% of consumers, a bad ad is a signal that the publisher cares more about making money than it does about their safety. Another 64% say that seeing a bad ad on a single site tarnishes the entire industry. It’s fair to say we’re at a crisis point.

“This finding is really important. It brings home the point that rightly or wrongly, the reputation of the advertiser and the reputation of the publisher are really tied together. This is something media organizations will need to address.” said Amnon Siev, CEO, GeoEdge. Download this playbook now!

Our survey results reveal that 2024 promises to be a year of rapid innovation, with publishers rethinking what’s possible:

The New Metric: Attention. As the digital advertising landscape undergoes transformations that limit the use of traditional identifiers, publishers are adapting their measurement practices to meet their advertising clients’ expectations. Driven by advertising demand, 82% of publishers said that attention metrics, which evaluate the amount of attention a consumer spends with content, are important or very important to their organizations. We see new metrics emerging, and publishers reporting some success, but new tools and education are still required.

Innovative Ad Formats & Ad Placements. Publishers are realizing that there is a significant opportunity to drive higher attention rates by experimenting with new and innovative ad formats (45%) or ad placements (55%), signaling a new era in which the advertising sector turns its focus from innovating in targeting to innovating in creative and placement.

Targeting Capabilities. While cookie-based targeting was mediocre at best, it did enable advertisers to scale their campaigns and develop proxies for their ideal audiences. Today, however, publishers are seeking privacy-compliant ways to home in on receptive audiences. Key among them: leveraging their first-party data.

Indirect Monetization. Some publishers appear open to granting permission for indirect representation of their inventory, allowing marketers to access approved pathways via ads.txt and other sources, even from non-direct partners. To maintain and optimize the list over time, publishers implement monitoring, regular communication, audits, and data analysis. This ensures a strong ecosystem of indirect partners, maximizing monetization while maintaining control and quality assurance. Download this playbook now!

Navigating Political Ads for the 2024 Season

A staggering $10 billion will pour into the political advertising arena to sway American voters during the 2024 Election cycle. While $10 billion is a boon for digital media stakeholders, that money comes with severe risks.

Navigating misinformation and disinformation will be a key challenge of this election cycle, driven by the widespread availability of sophisticated AI tools. Digital publishers and CTV stakeholders face direct and negative effects on their business, from drops in user engagement to broader societal mistrust.

The proliferation of generative AI, deepfakes, and sophisticated malvertising tactics have empowered fraudsters and foreign governments to distribute deceptive ads via programmatic channels. This alarming trend has forced digital media entities into a rapid and rigorous process of establishing, overhauling, and strictly enforcing political ad quality policies.

Ultimately it falls to publishers to serve as the final bastion of defense for their audiences. Publishers must undertake the critical task of determining whether specific advertisers and promoters of sensitive, hot-button issues can be permitted to run ads on their sites and under which conditions, while simultaneously ensuring malicious actors are kept at bay.

This Playbook provides a robust framework for an ad quality strategy, essential for setting up robust election advertising guidelines. It delves into the tools available to publishers for increased visibility and control, shedding light on challenges in the upcoming election cycle. The Playbook’s goal is to empower publishers to guarantee that political ads on their platforms are informative and accurate and enhance both user experience and their reputation. Download this playbook now!

 

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ICYMI — Top Digital Media and Ad Tech News of 2023 https://www.admonsters.com/top-ad-tech-news-of-2023/ Tue, 02 Jan 2024 18:00:43 +0000 https://www.admonsters.com/?p=651279 In 2020, AdMonsters launched the Wrapper Newsletter. Our aim: To summarize exciting news items that catch our eyes and link them to wider developments in digital media and advertising. This list is a compilation of readers' favorite Wrapper stories from 2023.

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These were your favorite ad tech news stories, as told and dissected by the AdMosnters staff in 2023.

In 2020, AdMonsters launched the Wrapper Newsletter. Our aim: To summarize exciting news items that catch our eyes and link them to wider developments in digital media and advertising. And we also point you in the direction of great podcasts and compelling industry voices to follow on social media.

If you’ve been missing out, here are AdMonsters Wrapper archives. And don’t forget to subscribe to receive each issue every Monday in your inbox.

Now on to the the list. (This list is a compilation of readers’ favorite stories from 2023.)

The Top Digital Media and Ad Tech News of 2023

U.S. AD SPEND PROJECTED TO INCREASE IN Q4 AND 2024 

Ad recession where? At the start of 2023, the ad tech industry was filled with fear-mongering rhetoric that an ad recession was bound to sweep the ecosystem. As the year progresses into Q4, ad spend predictions are much more optimistic. (Read more)

THE TRADE DESK WANTS TO CONTROL RETAIL MEDIA

The Trade Desk’s CEO, Jeff Green, told investors he has his eyes set on the $500 million retail media market. Green is confident he can take a large chunk of that $500 billion pie. The Trade Desk plans to leverage the fact that they are a significant source of demand for ad sellers to capture the opportunities in e-commerce advertising.

“I think over time most of that will be available to The Trade Desk — even things like sponsored listings where it’s optimal for those [placements] to get as much demand as possible,” said Green. “There’s more supply than there is demand.” (Read more)

BOT FRAUD ON THE RISE, DOUBLING YOY

People are spending 28% less time online this year than they did in 2022, yet traffic, as many network administrators will tell you, is up. What’s going on?

According to HUMAN Security, a company specializing in fraud prevention, bot traffic is rising, more than doubling YOY. As a percentage of overall traffic, bad bots are rising faster than legitimate users. (Read more)

GOOGLE’S GLOBAL LEGAL TROUBLES; GOOGLE ANNOUNCES DEADLINE FOR COOKIE DEPRECATION

Google’s Global Legal Troubles

Antitrust season is year-round for big tech in 2023.

The tech titan Google has found itself in another antitrust debacle. The EU dropped a bombshell, charging them with violating EU antitrust laws. Google’s dominance in online advertising has led them down a slippery slope, undercutting their competitors left and right. (Read more)

Google Announces Deadline for Cookie Deprecation, for Real This Time

Google has extended the deadline for turning off third-party cookies in Chrome several times, raising doubt around the ad tech community that the cookie would ever crumble.

Joey Trotz, Director of Google’s Privacy Sandbox, eased all industry suspicion at AdMonsters Ops NY conference in a session about why publishers should start testing Google’s Privacy Sandbox now.

“One hundred percent, we are deprecating the third-party cookie in the second half of 2024 – full stop,” said Trotz. (Read more)

THE DOJ SUES GOOGLE (AGAIN). PUBLISHERS RESPOND; STATE OF DATA 2023

The DOJ Sues Google (Again). Publishers Respond

It’s deja vu for Alphabet’s legal team, as the Justice Department once again filed an antitrust lawsuit against the company. This time, the DOJ, joined by eight states, accused the tech behemoth of absolute dominance over the digital ad tech space. (Read more)

Everything You Need to Know About IAB’s State of Data 2023

We will see five new state-level data privacy regulations coming to life in 2023, with a few already brought to life this month. So, it’s perfect timing that the IAB unveiled their sixth annual State of Data initiative, IAB State of Data 2023: Data Clean Rooms and the Democratization of Data in the Privacy-Centric Ecosystem this past Tuesday at IAB ALM ’23 (and it was one for the books). (Read more)

TRIOPOLY AGREES TO AI SAFEGUARDS; AD TECH SCRUBS MFA SITES; OREGON PRIVACY ACT SIGNED

7 AI Companies Agree to Safeguards; the Triopoly Among Them

The Biden Administration is pretty uneasy with AI for numerous reasons and has wrangled voluntary commitments from seven AI companies to put safeguards around the risks posed by generative AI, including algorithmic discrimination and disinformation.

“Companies developing these emerging technologies are responsible for ensuring their products are safe. To make the most of AI’s potential, the Biden-Harris Administration is encouraging this industry to uphold the highest standards to ensure that innovation doesn’t come at the expense of Americans’ rights and safety,” the White House said. (Read more)

ANA Study Leads Ad Tech Vendors to Scrub MFA Sites

Made-for-advertising sites flew under the radar for some time, but thanks to the Association of National Advertisers (ANA) study, MFAs are getting a much-needed crackdown.

Companies like Magnite, Sharethrough, and PubMatic are blocking MFA sites to keep them from profiting from alleged deceptive practices. MFAs thrived in the supply chain for years. However, that changed when the ANA launched an investigation and found sites riddled with disruptive user experiences, tactics that compromised content value, and security risks. (Read more)

Oregon Governor Signs Opt-Out Privacy Laws

In a groundbreaking move, Oregon Governor Tina Kotek signed a privacy bill, granting state residents the power to regain control over their online advertising fate. The law allows state residents to opt out of ad targeting based on their online activity.

The Oregon Consumer Privacy Act (SB 619) ensures that consumers have the right to know what personal information brands collect about them and who receives it. In addition, the language around personal data is relatively broad, covering identifiers such as cookies. (Read more)

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Best of AdMonsters: Your Favorite Stories of 2023 https://www.admonsters.com/best-of-admonsters-your-favorite-stories-of-2023/ Sat, 30 Dec 2023 17:54:33 +0000 https://www.admonsters.com/?p=651229 AdMonsters YOY traffic has grown immensely. To mark this milestone, we're sharing a list of some of the most-read AdMonsters articles from 2023. From the challenges of Seller Defined Audiences, to data monetization in an era of ID deprecation, to a path to net zero, to how publishers can safely enhance their products with AI — we had you covered.

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AdMonsters YOY traffic has grown immensely. To mark this milestone, we’re sharing a list of some of the most-read AdMonsters articles from 2023.

We’d also like to thank you, our community, for your support. From clicking on and reading our content to providing us with story ideas  — you were there to help us grow. Many thanks to our Advisory Board as well for being a sounding board and inspiring us.

And, we definitely couldn’t have done it without our full-time content staff, News Editor, Andrew Byrd, and Content Manager, Yakira Young, as well as our freelancers — Susie Stulz, Emily Dalamangas, and Kacey Perinelli — and, of course, our many industry contributors who have written columns for us or shared their POV for an article or Playbook or two. Thank you!!!

Now on to the list…

Best of AdMonsters: Your Favorite Stories of 2023

We interviewed Scott Messer, an executive media operator with a passion for creating, operating, and monetizing digital businesses. He first started in the digital media business back in 2006 and has held numerous leadership positions within the industry. Today, he is the Principal and Founder of Messer Media.

We spoke with him about the challenges of Seller Defined Audiences, Deal Curation as a Service, and the recent EU Study on the impact of recent developments in digital Advertising on privacy, publishers, and advertisers. (Read more)

With ID deprecation well underway and consumer privacy legislation on the rise, publishers face more complex obstacles than ever before. Yet the consumer expectation for personalization remains, as does the extreme competition for engaged eyes and ears.

When it comes to evolving data monetization, publishers are positioned at various levels of sophistication and preparedness. Notably, each publisher possesses a unique composition of data signals. While some are blessed with substantial strong quality 1P signals, others rely more heavily on cookie-based identity, with limited access to alternative identifiers. Given these diverse circumstances, there’s no one-size-fits-all solution. Nonetheless, there are best practices and levers of control you can employ to shift your strategy and mitigate risk.

The pivotal question emerges: What is the optimal place to start, and what are the best practices for privacy forward data monetization? (Read more)

A Path to Net-zero for the Digital Advertising Sector

The digital advertising sector has a dirty little secret: its carbon footprint is huge. How big?  About the size of the airline industry.

Collectively, digital ad tech accounts for 3.5% of the global greenhouse gas (GHG) emitted each year. A single campaign that fills one million impressions has the same carbon footprint as a roundtrip flight from Boston to London. (Read more)

Forget the Hype: How Publishers Can Safely Enhance Their Products with AI

The National Eating Disorder Association (NEDA) rolled out — then quickly took offline — a chatbot called Tessa. Tessa was supposed to offer callers guidance, but she urged callers to restrict their diets, assuring them they could safely lose one to two pounds per week. It’s a reminder that generative AI products must be rolled out with care.

But what does that “care” mean? What’s involved? Initiatives like BuzzFeed’s Botatouille are a great way for publishers to enhance their products to gain more subscribers and offer more value to their existing subscriber base.

To understand how publishers can deploy AI bots safely, we spoke with Kyle Alan Hale, a Solutions Architect at Rightpoint. Kyle holds an advanced degree in philosophy of mind and neuroscience and is currently working on a degree in computational linguistics, focusing particularly on language models. (Read more)

According to a webinar hosted by Comscore, 2023 State of Programmatic, programmatic spend has experienced exponential growth, doubling over the past four years. Data shows that over 91% of $148 billion in digital display dollars are transacted programmatically. Where does this leave the state of programmatic? 

The short answer is that the automated supply chain is flourishing, but signs indicate an ad spend slowdown. The further context suggests that since programmatic accounts for nine out of ten digital ad dollars, the market is reaching a state of saturation rather than stagnation. (Read more)

Black_owned_pubs_MFA_sitesLegit Black-owned Publishers Are Being Labeled MFA Sites, but Maybe There’s a Solution

In the wake of the media reckoning sparked by the tragic murder of George Floyd in 2020, advertisers funneled more ad spend toward Black-owned publishers. Ad agencies, driven by commitments to allocate a portion of their media budgets to these publishers, sought to address the longstanding disparities in media representation.

However, Black-owned publishers now face unique challenges, primarily related to declining referral traffic from sources like Facebook ever since the social network’s algorithms started deprioritizing news.

This decline has made it increasingly tricky to meet ad impression requirements stipulated in deals with advertisers. Consequently, some Black publishers felt compelled to buy traffic or partner with other publishers to extend their reach.

But here lies the conundrum: as Black-owned publishers seek to bolster their audiences and meet advertiser demands, they face the risk of being labeled MFA sites.(Read more)

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The Inclusion List: Best of DEI 2023 https://www.admonsters.com/the-inclusion-list-best-of-dei-2023/ Wed, 27 Dec 2023 13:00:32 +0000 https://www.admonsters.com/?p=651109 Here at AdMonsters, we are working towards recognizing DEI by hearing from the diverse voices in our industry. We learned about the importance of cultural diversity and how people from all walks of life impact the ad tech industry through their tenacity and innovation. Here is AdMonsters Best of DEI or “The Inclusion List.”

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Who were the diverse voices in digital media and ad tech making waves in 2023?

Brands across every industry are still learning to create a space that adheres to diversity, equity, and inclusion. While some made it a part of their company goals to work towards DEI, others in the advertising industry are noticing that the era of diversity is not what it once was. 

Despite this, here at AdMonsters, we are working towards recognizing DEI by hearing from the diverse voices in our industry. We learned about the importance of cultural diversity and how people from all walks of life impact the ad tech industry through their tenacity and innovation. 

Here is AdMonsters Best of DEI or “The Inclusion List”: 

Black History Month

The stories in this inclusion list exemplify how the people working around us are making industry-wide changes. From a CEO of an SSP who moonlights as a singer to a CMO of the Brand Safety Institute who works on equity and inclusion, there’s something for everyone. 

AAPI Heritage Month

AAPI Heritage Month sets time aside in May to celebrate the contributions of Asian Americans and Pacific Islanders who made history in their communities and the country. Here are just a few of the AAPi industry leaders who are making waves in ad tech: 

Pride Month

Every color of the rainbow touches the ad tech supply chain. For Pride Month, AdMonsters was proud to celebrate all our LGBTQ+ industry peers making a difference through their professional works and personal stories. 

Hispanic Heritage Month 

AdMonsters Hispanic Heritage Month lineup was unmatched. From a privacy lawyer to a thought leader working at the IAB, here are a few Hispanic ad tech professionals pushing the needle forward for DEI and ad tech solutions. 

How CEOs & CMOs Can Get Multicultural Marketing Right

Multiculturalism significantly shapes and drives mainstream marketing, and according to Crystal Foote, Founder of Digital Culture Group, marketers still need help grasping the concept. Despite strides made towards diversity and inclusion in advertising, there’s a profound gap between the intentions voiced by industry leaders and the actual outreach to diverse audiences.

Foote believes that the discrepancy between intention and action arises from several factors. Brands often need more internal multicultural representation necessary to align campaign messaging effectively. Moreover, brands need more data-driven insights to identify optimal approaches to reach diverse audiences online, compounded by broad, generalized strategies.

Bridging the Inequality Gap in Marketing With BRIDGE: Q&A With Founder Sheryl Daija

A key aspect of DEI involves a diverse workforce driving advertising for global audiences. As demographics evolve, businesses must work to embed diversity in their operations, with studies consistently showing that truly diverse companies yield increased revenue and expand their customer base.

Enter BRIDGE, a purpose-driven DEI trade organization focused on making DEI a practical reality. Launched in April 2022 by Sheryl Daija, BRIDGE aims to shift DEI from a mere philosophy to an operational business practice for growth.

“I saw the opportunity to create a trade organization that could leverage the same model we used to build marketing platforms. And I also realized that to drive real systemic change, we needed to bring together diversity, marketing, and business leaders and make DEI an integral part of the business,” said Daija. 

Strategies for Sustaining Diversity, Equity, Inclusion, and Belonging as a Business Imperative

During a session at PubForum Coronado Island, Lisa Mae Brunson, founder of Wonder Women Tech, Alex Haluska, Sr. Director of Revenue Operations at MyCode, and Sheila Marmon, CEO and Founder of Mirror Digital discussed the strategies that they take in their roles to make sure that everyone on their team has a seat at the table, and that their business is inclusive and relatable for all consumers. 

“Diversity is not just an initiative but a reality of our pluralistic society,” said Marmon.

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In the Spotlight: AdMonsters’ Keynotes of 2023 https://www.admonsters.com/admonsters-keynotes-of-2023/ Tue, 26 Dec 2023 13:00:40 +0000 https://www.admonsters.com/?p=651079 In 2023, the ad tech industry was preparing for many significant shifts — Chrome cookie deprecation, the generative AI takeover, and supply chain complexity — but we had leaders guiding the industry and learning from one another. Here is the list of the AdMonsters keynotes that shaped 2023.

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AdMonstes keynotes in 2023 had their finger on the pulse of the top issues impacting our industry. From brand safety, to publishers homing in on their first-party data, to calling BS on identity, to growing your career through the rev ops and ad tech ranks. We had a little bit of everything for everyone at every stage of your career.

AdMonsters hosts conferences four times a year, and with each, our keynotes lead by example and teach us all how to be better ad ops professionals. Of course, we have great speakers for each session, but there is nothing like a great keynote to set the day’s tone or end the day with a severe mic drop. 

In 2023, the ad tech industry was preparing for many significant shifts — Chrome cookie deprecation, the generative AI takeover, and supply chain complexity — but we had leaders guiding the industry and learning from one another. 

Here is the list of the AdMonsters keynotes that shaped 2023:

PubForum Miami

With the gorgeous Miami beach at the backdrop, our spring keynotes covered the power of Bloomberg’s first-party data strategies, podcasts’ effect on brand safety, and a live recording of the Minority Report Podcast. 

How Podcasting Is Transforming Brand Safety For Everyone

Speaker: Maria Breza, VP, Ad Quality Measurement and Audience Data Operations, SXM Media, Sirius XM

Quote: “As ad technologists, our job is to make it easier to spend at scale,” said Breza. “I’m eager for the industry to get better at defining and managing adjacency in all streaming environments, tightening definitions of standards and infractions, and getting better at the context and tone words appear in – not just words themselves.

Minority Report Podcast Live — Developing a Leadership Career in Digital Media and Ad Tech

Speakers: Kerel Cooper and Erik Requidan Co-Founders and Co-Hosts of The Minority Report Podcast; Chris Contreras, Chief Customer Officer, MNTN

Quote: “I am a servant leader through and through,” said Chris Contreras, Chief Customer Officer, MNTN. “I had a pretty horrible experience with leadership early in my career. I told myself that when I had the opportunity and the privilege to lead others, I would help cultivate an atmosphere where folks understood what it takes to move from a junior to a more senior role.”

What Would Bloomberg Do?

Speaker: Janelle F. Faulk, Global Head of Advertising Operations, Bloomberg

Quote: “First-party data platforms offer publishers like Bloomberg a unique ability to offer the context and audience that advertisers need to sustain personalized advertising at scale while thoughtfully cultivating those relationships in a way that maintains the trust that our audience has in us.” 

AdMonsters Ops

While our PubForum conferences are publisher-focused, our Ops conferences in New York bring together all sides of the ad tech industry for a day and a half of ad ops knowledge. The keynotes from this year covered issues from ad tech environmental woes to calling BS on identity and schooled the attendees on all things ad ops. 

Calling BS on Identity: An In-depth Guide to Identity Solutions

Speaker: Shiv Gupta, Founder of U of Digital

Quote: “If it feels like everyone in ad tech is pitching an identity solution for a post-identity world, it’s because they are. But the identity conversation is loaded with BS because everyone talks about it like they know what the future holds. Worse, they’re presenting solutions based on what they know.” 

Redefining Success: Leading With Vision and Innovation in the Modern Workplace

Speaker: Christena Pyle, Chief Equity Officer, dentsu Americas

Quote: “Equal access to opportunities should be available to everyone, and we must look to change our hiring practices. To achieve this, agencies must consciously seek out and hire individuals from diverse backgrounds and provide them with pathways to leadership roles.”

How Ad Tech Became an Environmental Nightmare and How We Can Solve it in 2023

Speakers: Brian O’Kelley, CEO, Scope3; Shoshana Wodinsky, Tech Reporter

Quote: “It’s very interesting to see this tension between business and environment, and I feel like I’ve lived with that tension my whole life. I think of Scope3 as a natural evolution: what if you could do both? What if you could be good for business and good for the environment? What if these weren’t at odds?” 

How AI is Reshaping Media Buying and Selling

Speaker: Mark Sturino, VP of Data and Analytics, Good Apple

Quote: AI is playing more of a role from a publisher selection perspective. At least at Good Apple, it is less and less about flash, and it’s more about what are the actual results you’re giving us because, at the end of the day, everybody will be judged based on performance

PubForum Coronado

On the beautiful Coronado Island, the keynotes were all about effective audience targeting in a post-cookie world, taking a step into the ad trenches with an ad tech vet, and a town hall about growing your career through the town hall ranks.

Publishers Take the Wheel: Effective Audience Targeting in a Cookieless World

Speaker: Dr. Jon Roberts, Chief Innovation Officer, Dotdash Meredith

Quote: “We as an industry must get comfortable with non-identity-based targeting and measurement in the next year to 18 months so that when the cookie gets fully deprecated, you’re not trying to figure out how to do cookieless targeting in the second half of 2024 because you’re going to be doing it with little data to play with and a lot of disruption.” 

Lessons From the Trenches – 25 Years As A Publisher Navigating Ad Tech

Speaker: “Grouchy” Greg Watkins Co-founder, AllHipHop.com

Quote: “I did know that the advertising business would be big on the Internet and that this would be a way to directly speak to consumers in a way that possibly had never happened in media history. When you’re dealing with television, it’s usually a one-way transaction. When you’re dealing with the internet, especially at the time, you could develop actual relationships with these consumers, depending on what type of ad campaign you’re running.” 

Growing Your Career Through the Rev Ops Ranks

Speakers: Rachael Savage, SVP of Ad Revenue Operations at Hearst; Brooke Edwards-Plant, VP of Global Ad Ops and Revenue Platforms at Condé Nast

Quotes: “You need to be resourceful. This job can be stressful. It often requires, in some cases, very junior folks working on things that are visible to senior people. You must ensure you build a team that can work independently and problem-solve. Resourcefulness will get you by in everything, not just ad ops. As you rise through the ranks and want to expand into other things, the ability to problem solve and come up with the solution is significant,” said Edwards-Plant. 

PubForum New Orleans 

While New Orleans is known for its spooky environment, our conference had a divine visit from ad tech’s premiere deity. Our keynotes in NOLA included a visit from AdTechGod, who declared his CTV commandments, a rundown on Forbes’ first-party data platform, and a look inside the mind of the buy side.

One Publisher, One Brand: United By First-Party Data 

Speaker: Alyson Williams, SVP, Digital Operations & Strategy, Forbes

Quote: “We can provide a robust, first-party powered story about specific audiences to understand how to better serve our readers with the most engaging and relevant content and to allow our editorial team to understand who’s consuming their content and why.”

AdTechGod’s Commandments for the Future of CTV

Speaker: AdTechGod: The Lord of RTB, God of Programmatic Prophecy, Savior of AdTech Sinners

Quote: Thou Shalt Know Thy Audience — “You can’t monetize effectively if you don’t know who’s watching. Dig into that data, segment your audience, and then tailor your monetization strategies to suit. Data’s your guiding star. Use it to make informed decisions, target your audience, and personalize experiences. Just be mindful of privacy rules, yeah? While you’re hustling with data, be upfront about how you collect and use it. GDPR, CCPA, and other privacy rules are not to be trifled with.” 

I Want To Spend More With You, Really. A Buy Side’s Perspective on Securing Incremental Spend

Speaker: Jay Friedman, CEO of Goodway Group

Quote: “With more than 40% of the market being unaddressable due to cookie deprecation, cookies are more of a signal for directional understanding rather than direct measurement. The best marketers are already utilizing media mix modeling and incrementality testing, but the challenge is helping convey results to the executive team of a brand. Technical knowledge and storytelling techniques are critical to share this information in a clear way.”

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Explain This to Me…Best of AdMonsters Decoder 2023 https://www.admonsters.com/best-of-admonsters-decoder-2023/ Thu, 21 Dec 2023 13:00:17 +0000 https://www.admonsters.com/?p=651068 This year, our Decoder series covered the gamut —- iOS 17 privacy updates, state privacy laws, and supply path optimization. If you missed them or want a chance to revisit them, here are the top AdMonsters' Decoder stories from 2023.

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Every now and then, a new ad tech term, acronym, or technology pops up, and we’re all fishing around trying to figure out what the hell they mean. That’s why we created our explainer series, so we can keep you up to date on the newest ad tech trends and fads. 

This year, our Decoder series covered the gamut — iOS 17 privacy updates, state privacy laws, and supply path optimization. If you missed them or want a chance to revisit them, here are the top AdMonsters’ Decoder stories from 2023.

If you see an ad tech term and are still thinking, WTF?!!! This is the place for you. 

Everything You Need To Know About the iOS 17 Update and Its Lasting Impact on Advertising

When Apple introduced its iOS 17 privacy updates, consumers awaited exciting new features, but publishers were concerned about the impact on their businesses. Marketers faced significant updates affecting link tracking, reducing the ability to track user behaviors through shared URLs in messages, email, and Safari Private Mode. 

We spoke with several industry experts who shared advice about how publishers should handle the new updates. They said publishers must prioritize transparent practices, understand third-party data usage, and embrace advanced measurement technologies. It’s crucial to pivot towards contextual advertising, leverage first-party data, and ensure privacy compliance while maintaining engaging ad experiences to uphold user trust.

Currently, MFA sites account for at least one in five online impressions, consuming 15% of global programmatic ad spend and generating 26% more carbon waste than legitimate publisher sites.

Major brands are paying for advertising on these low-quality sites, almost certainly without their knowledge. The number of these sites is likely to increase as AI-generated content continues to be more commonplace and as the industry phases out the use of third-party cookies. This is because MFA sites rely in part on outdated contextual targeting tactics to bring in clicks.

Oregon Sets the Bar: Landmark Consumer Data Privacy Bill Becomes the Strongest in the Nation

Oregon passed the Oregon Consumer Privacy Act (OCPA). Oregon stood out amongst six states to enact such laws this year, setting the bar as the strongest bill nationwide. Unlike other states’ regulations, OCPA mandates opt-in consent for 13 to 15-year-old Oregonians, adding extensive protections for sensitive data like national origin and victimization status.

OCPA’s data minimization rules could pose challenges, particularly for marketers aiming to match customer IDs for CTV outreach. This law demands businesses to disclose third-party data sharing and categorize entities involved.

“The data minimization is huge. It is one of the biggest issues the trade groups have against the draft federal privacy law. It has the potential to minimize not only data but the value of data. And it hurts creating a profile,” said Wayne Matus, Co-Founder, General Counsel, and EVP at SafeGuard Privacy. 

What Is Dynamic Flooring?

With the help of Keith Candiotti, Founder and CEO of Optimera, we explored the concept of dynamic flooring in programmatic advertising, focusing on publishers’ strategies to maintain ad inventory pricing competitiveness in the open marketplace. Flooring, the practice of setting a minimum price for ad inventory, empowers publishers to control pricing while participating in real-time bidding. Publishers using GAM leverage Unified Pricing Rules (UPRs) to ensure bids meet their minimum price requirements.

However, setting optimal CPM floors manually poses challenges, as publishers face a constant trade-off between maximizing revenue and maintaining ad fill rates. Dynamic flooring emerged as a solution, using real-time data to adjust floors intelligently for each page view. Nevertheless, not all dynamic flooring solutions are equally effective, with some favoring specific demand partners and failing to generate additional revenue.

What Is Supply Path Transparency & Optimization?

According to an IAB report, the ad tech industry is witnessing substantial growth, and they projected it will increase by 5.9% YoY. However, this growth introduces unique challenges, notably the necessity for transparency within the programmatic supply chain. Supply Path Optimization is a solution to enhance efficiency and transparency by reducing intermediaries that don’t add significant value. 

SPO benefits both supply and demand sides by providing visibility into the ecosystem, improving brand safety for advertisers, increasing revenue opportunities for publishers, reducing ad fraud, and enhancing overall efficiency.

For this explainer, Abhinav Choudhri, Director- Customer Success at AdPushup, dove into recent industry developments, such as the implementation of the OpenRTB 2.6 draft, Ads.txt 1.1, and Transparency Center, and how they have further advanced the cause of supply chain transparency and optimization.

What Is IAB Tech Lab’s ‘Green Initiative’?

The IAB Tech Lab’s Green Initiative aims to address sustainability in the programmatic supply chain. Despite the widespread commitments to carbon neutrality by major tech firms and brands in 2021, putting these commitments into action has proved challenging. 

To tackle this, IAB Tech Lab partnered with AdNetZero to establish a standardized emissions framework. Leveraging expertise and available data from contributing members, the Tech Lab plans to expedite progress in this crucial area to counteract the environmental impact while acknowledging the limited time available.

How Can Publishers Boost Their Ad Revenue with Header Bidding?

Automation has transformed business operations significantly. Consequently, companies are compelled to adapt by integrating advanced technologies. Programmatic advertising, particularly Header Bidding has revolutionized ad buying and selling, boosting efficiency for publishers and advertisers.

Header bidding refers to a real-time auction where multiple demand partners bid on an ad impression before it reaches the ad server. By integrating JavaScript code into a website’s header, this technology enables publishers to simultaneously offer ad space to multiple buyers, enhancing transparency and fostering competition among demand sources.

What is vCPM, and How Does It Relate to Viewability?

vCPM, a metric for measuring the cost of viewable impressions, aids advertisers in maximizing ROI and empowers publishers to boost ad revenue. Despite the rise of attention metrics, viewability remains pivotal for advertisers. 

Marketers must ensure ads are not just seen but viewable. Unlike before, ads generated revenue regardless of visibility; advertisers now prioritize viewable impressions. Publishers must understand how to gauge impression costs to monetize their digital ad space effectively.

An ad must fulfill specific criteria to be viewable, typically with at least 50% of its pixels visible on a user’s screen for at least one second. Unlike traditional CPM, which accounts for all impressions, vCPM zeroes in on viewable impressions, allowing advertisers to allocate budgets more wisely and enhance their return on investment.

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Take a Look Back on 2022 With Us https://www.admonsters.com/take-a-look-back-on-2022-with-us/ Thu, 29 Dec 2022 15:47:38 +0000 https://www.admonsters.com/?p=639769 As we wrap up 2022, we wanted to take a minute to reflect on the year as an AdMonsters community. It's the time of year when many of us will pause and take stock. At the heart of the professional education that AdMonsters strives to create for the community is content that propels your career forward, connections that expand your professional circle, and (for all our event-goers), a good dose of actual fun! 

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The Final Wrap-Up: Best of AdMonsters Wrapper 2022 https://www.admonsters.com/admonsters-wrapper-2022/ Thu, 22 Dec 2022 17:01:23 +0000 https://www.admonsters.com/?p=639717 Each week AdMonsters sends out the Wrapper–a series dedicated to analyzing a curation of ad tech news from around the world. Here's a look back at the top Wrappers of 2022.

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Each week AdMonsters sends out the Wrapper–a series dedicated to analyzing a curation of ad tech news from around the world. We thought this was important because any snippet of ad tech news influences the entire ecosystem.

For example, Microsoft recently announced the creation of a data boundary in the EU for consumers that use Microsoft cloud services. Digital media gave publishers access to global audiences. Consequently, the development affects publishers and advertisers outside of Europe. 

With Wrapper, we connect the dots between developing news stories and well-established ad tech practices. 

Here’s a look back at the top Wrappers of 2022. 

Are We in the Midst of an Ad Recession? 

If any question made the ad tech world stop and think, this one is a great contender. 

The ad spend slowdown created a line of fire that no one escaped. Big tech companies like Meta, Twitter, and Snapchat saw low quarterly results. Even Alphabet, Google’s parent company, experienced its lowest results in two years. The industry wondered if the walled gardens weren’t safe, how would smaller publishers fare? 

Based on the Q2 losses, the industry concluded an ad recession was nigh. It forced advertisers to be more frugal to ensure that they did not waste money.. 

Other headlines featured in this newsletter: Is New York Times Ad Sales Decline a Bad Omen for Digital Media?; YouTube’s Slow Revenue Growth Is Cause for Concern; “The Feedback Loop” 

Recession where? Ad Spend to Skyrocket in 2022 

For the past two years, consecutively, Group M predicted the global ad industry to see a surplus of growth in 2022, despite inflation and recession worries. 

A mid-year forecast released by the WPP agency anticipates an 8.4% increase in global ad revenue, excluding U.S. political advertising. The results were optimistic, especially compared to the sentiments spouted by the rest of the industry. 

“Recession should not be the base-case expectation for how the economy will evolve,” said Brian Wieser, global president, business intelligence for GroupM. It’s “less growth than we might have forecasted a few months ago, but not recession. Deceleration, not decline.”

Group M asserts that overtime correlations have weakened between economic activity and advertising, but marketers are being cautious. They are slowing down the rate they increased their media budgets and fewer new marketers emerged this year. 

Other headlines featured in the newsletter: Potential Netflix and Roku Acquisition; Streaming Services Ad Rates

Could the Journalism Competition and Preservation Act (JCPA) save local news? 

Inspired by the Australian government, House and Senate lawmakers attempted to pass an updated version of the JCPA. It was a direct attack against the infamous triopoly, one they did not take lightly. 

Senator Amy Klobuchar brought the bill to the Senate floor a year prior, and the triopoly responded with threats such as restricting their news features. The showdown was one for the history books, but big tech came out on top as Congress announced that the JCPA would not go into effect.  

Other headlines featured in the newsletter: Looming Recession Reduces Ad Spend, but Podcasts Rise Above; IAB Tech Lab’s Ads.txt Updates

P&G Bets Big On (Group) Black

In June 2021, Group Black launched to “dramatically transform the face of media ownership and investment.” They set out to assemble a collective of independent Black publishers with the ability and capital to meet advertisers’ needs. 

In the first quarter of the year, Group Black received their most significant financial investment after Procter & Gamble donated a nine-figure sum. The investment started a multi-year deal and involved mediums such as linear, OTT, digital audio, and print channels.

P&G’s investment was a giant leap forward for Black publishers but also for often neglected marginalized audiences. 

“It’s hard to reach niche audiences at scale,” says Lashawnda Goffin, CEO at Colossus SSP. “And that could be because of their lack of resources or know-how when it comes to the programmatic space.”

Other headlines featured in the newsletter: The EU’s DMA is Busting Open Big Tech; Instacart Platform Cashes In on First-Party Data

YouTube’s New Ad Options Include Frequency Capping

At YouTube Brandcast US, Allan Thygesen, President of Americas at Google, announced a new CTV management solution in DV 360 to enable advertisers to control frequency and manage waste.

“Frequency has always been the hard number, but it’s where the magic happens for brand building,” said Thygesen. 

With the program, marketers set a weekly frequency goal to optimize the number of times viewers see their ads per week across in-stream formats. The early results for the frequency campaigns were positive and showcased that advertisers can prevent over-delivery and waste, stopping unnecessary ad spend. 

Other headlines featured in the newsletter: Maybe Everyone Shouldn’t Launch an Ad Network; Meta’s Big L; RTB’s Big Data Breach; New Media Company to Vet Ad Tech Vendors 

Ad Spend Down, It’s Not All Doom and Gloom

Ad spend slowdown was the talk of the town in 2022, and the upcoming recession caught even the walled gardens in the quicksand of revenue loss. 

Publishers and advertisers bet on holiday sales to mitigate the downturn, but most companies reported a Q3 downward dip in ad spend, with sharper declines projected for Q4.

But the industry is not all doom and gloom. There are bright spots in the industry for  publishers to diversify their revenue: 

  • Retail media: QoQ growth sits at 3% for retail media, and their YoY growth boasts an impressive 45% growth rate.
  • Podcasting: The medium broke expectations for Q3, boasting 3% industry growth, and 1,878 news brands turned to podcasts as a new venture.

 

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AdMonsters 2022 Rewind: The Great Webinar Replay https://www.admonsters.com/admonsters-2022-webinar-replay/ Wed, 21 Dec 2022 14:49:12 +0000 https://www.admonsters.com/?p=639691 Whether you're craving a rewatch or want to catch up on some much-needed viewing, AdMonsters’ webinars are available at your leisure. This year, our webinar series dealt with the future of monetization, malvertising schemes, and how publishers use data to close deals. 

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Do you have a little downtime? Are you looking for something informative to binge on? If so, let’s rewind and look back at the webinars AdMonsters aired in 2022. 

Whether you’re craving a rewatch or want to catch up on some much-needed viewing, AdMonsters’ webinars are available at your leisure. This year, our webinar series dealt with the future of monetization, malvertising schemes, and how publishers use data to close deals. 

Here is the replay of our Top 3 webinars in 2022. 

How Publishers Use Data to Close More Deals With Advertisers

More than ever, data ethics and transparency are essential to data gathering. Overtime, consumers grew skeptical of how publishers and advertisers use their data but now evolving privacy regulations address those concerns. 

The industry has a long road to rectify past mistakes, but progress is afoot. There is a plausible future that balances ethical data collection and revenue efficiency. Not only does this webinar delve into that notion, but also how finding the right cadence is beneficial for publishers and advertisers to continue to drive revenue.

First-party data will build a sustainable advertising ecosystem that is fully future-proofed. Need an example? 

Watch Stephanie Mazzamaro, VP of data product & operations, Trusted Media Brands (TMB) and Thomas Baart, customer success manager, EMEA, at Permutive to learn how they used their partnership. The collaboration  helps TMB increase audience size by 22X, increase RFP win rate by 31%, and use first-party data to drive 94% of their direct-sold campaigns. 

2023 Malvertising Preview

Trends such as iframe sandboxing, vendor adoption, and better threat sharing all contributed to decreases in forced redirects. Thanks to the due diligence of ad quality vendors, tools are available to ward off malvertising and bad actors. 

While these tools are helpful, they, unfortunately, do not fully solve the issue. Bad actors only get better at the games they play. Secret holes in the open web allow malicious schemers to find innovative ways to attack both publishers and consumers.

Now, this isn’t the time to become complacent. You should ask yourselves: 

  • How can I identify a malvertising scheme? 
  • What are the malvertising trends for the upcoming year? 
  • How can I play a role to help decrease the prevalence of these schemes? 

AdMonsters chatted with senior executives at Confiant about the different types of malvertising scams, trends to look out for in 2023, and industry collaboration. 

The Future of Monetization

Are you contemplating the future of your monetization goals? Here’s what you should consider: 

  • Privacy regulations shifted how the entire industry runs its businesses. 
  • The power dynamic between the consumer, publisher, and advertiser are changing. 
  • Tech innovations made app publishers reevaluate their ARPDAU. 

Don’t fret. You can reach your monetization goals, but it’s time to shed your old practices and evolve. While ad revenue is vital to any thriving business, it must not outweigh the needs of your audience. 

“Monetization is important, but it is a secondary metric,” said Ram “TK” Krishnamurthy, General Manager (Meson) and VP of strategic partnerships, InMobi. “It is something that has to be done, but in a way that helps you retain the user.” 

In an ad spend slowdown, “The Future of Monetization” is an essential viewing. TK and Adam Sadur, head of programmatic, SmartNews, spoke about how publishers are taking control of their monetization destiny, what to expect in 2023, and more. 

 

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AdMonsters 2022 Premium Playbook Pack https://www.admonsters.com/admonsters-2022-premium-playbook-pack/ Tue, 20 Dec 2022 15:14:31 +0000 https://www.admonsters.com/?p=639661 As an industry, ad tech understands the importance of audience feedback. High-performing and relevant ads would not exist without the consumer’s input. 

The AdMonsters Playbook was born from that idea, and with the help of surveys, we gather and source data from our community. We wanted to hear how our core audience–publishers–dealt with industry changes and how they could work towards solutions. 

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As an industry, ad tech understands the importance of audience feedback. High-performing and relevant ads would not exist without the consumer’s input. 

The AdMonsters Playbook was born from that idea, and with the help of surveys, we gather and source data from our community. We wanted to hear how our core audience–publishers–dealt with industry changes and how they could work towards solutions. 

This year, the ad spend slowdown and updated privacy regulations greatly influenced industry practices. Rev and ad ops professionals could rarely walk into a meeting where the discussion did not revolve around these topics. Therefore, our 2022 Playbooks focused on efficient ways to combat these complications. 

We covered themes such as first-party data silos and how to bolster Rev Ops efficiency. Here are the Playbooks that defined the AdMonsters 2022 roster. 

How Publishers Balance Ad Revenue With Ad Quality

Let’s take a journey back to the past. When the world of digital advertising barely reached its full potential. 

Back in the digital dark age of 1994, the first ever internet ad appeared on HotWired.com. That banner ad laid the foundation of a global industry that will exceed $717 billion. 

Digital advertising has evolved far past that revolutionary day in 1994, with programmatic being one of the most significant changes. While automation has done wonders for publishers’ impressions, a few breaches remain in the armor. The major breach is that monetization of impressions often trumps the quality of an ad. How do publishers balance the two? Read the survey to find out. Read more.

Why Publishers Need to Break Down Their First-Party Data Silos

First-party data is one of ad tech’s hottest commodities, especially with third-party cookie depreciation around the corner. Many publishers already sit on a wealth of first-party data because consumers are usually willing to sign up for newsletters and opt-in to data usage as long as they see the value. 

As Susie Stulz writes, “Sharing data internally allows publishers to create and demonstrate highly personalized value exchanges across all channels.” Now the goal is for publishers to harmonize their cross-channel experiences with personalized content for each user. Read more.

How Clickbait Ad Scams are Devised & Impact Publishers’ Sites

With scammers and bad agents lurking on your site, it is hard to escape clickbait ads in your content. It begs the question: 

  • How are clickbait ads getting on sites? 
  • What is the impact of such ads on the user experience? 
  • What is the effect on the publisher’s brand reputation?

To gain a better understanding, AdMonsters surveyed 148 publishers about their experience with the clickbait epidemic. Unfortunately, 69% of respondents said they found clickbait ads on their site despite their efforts to prevent it. Read more.

Opportunities to Drive RevOps Efficiency

Amid an ad spend slowdown, one of publishers top priorities is driving revenue efficiently. 

Publishers are well aware that creating efficient revenue practices is a multilayered process. It includes improving the quality of programmatic ads to attract premium advertisers, allowing consumers to report poor ads and acting on those concerns and streamlining the direct sale asset management process. 

Want to know other publishers’ thoughts? This playbook is tailor made for you. Read more.

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