W Media Research’s Post

In the midst of Q4, publishers STILL have a prime opportunity to maximize their ad revenue during one of the biggest spending seasons of the year 👇🏻 💰 U.S. ad spend is expected to hit $397 billion in 2024 (yes, that's with a B) and includes $16 billion specifically allocated to political and issue advertising. A recent Madison and Wall study backs this estimate and projects a 7.2% growth in ad spend for the year (10.5% when including political ads). 📈 This growth in the ad market offers publishers an exceptional opportunity, but to capture these dollars effectively, publishers need flexible, efficient ad formats that perform well in today’s digital landscape. ⭐️ Enter On-Stream and In-Image ads — two innovative formats that can help publishers optimize revenue. These turnkey, no-code solutions, available through Magnite Control Center and Amazon Connections Marketplace, enable publishers to deploy and optimize ad content quickly, capturing more revenue and maximizing engagement. 📅 There is still time to activate for Q4. Book a meeting with us today: bit.ly/3YlrC5W #advertising #onstream #inimage #dgitailmarketing #monetization

Another great exclusive from Catherine Perloff showcasing The Trade Desk focus on premium publisher environments on the #openweb, especially the continued rise of #ctv per the below: "Typically, connected TV commands higher rates than open web advertising. In the second half of 2023, marketers paid 78% more for CTV ad impressions than for publishers outside the DSP’s top 500 list. But for web publishers, marketers only paid 11% more for those on the list during that same period, according to the report."

Exclusive: The Trade Desk published a list of the top 100 publishers, as part of its pitch that it is a purveyor of the premium Internet. To make the list, TTD used the same criteria it's using for its ad buying product SP500+, which has not launched yet. This tool will let buyers buy from a group of more than 500 top publishers (though this list won't be publicized in the same way). "Lists are a practical way to get some attention,” said Will Doherty, vp of inventory development. “We hope that it creates more conversation over these publishers. A little debate is not a bad thing.” For more details & to see the list: https://lnkd.in/eVBSDm6Y

✅🖥️ DIGIDAY (6/14): “Digiday understands the DSP’s marketplace quality team disagrees with Yahoo’s approach to labeling in-stream ad inventory; rather, they interpret its definition as more akin to “accompanying content”–ad inventory that is less desirable for media buyers–under the latest guidelines. Meanwhile, execs on the opposite side of the negotiating table maintain that The Trade Desk’s interpretation of the latest standards is overly restrictive, despite this delta, both parties’ expressed an ongoing desire to reach an agreement. The industry’s largest independent demand-side platform began notifying media buying teams of such concerns and stating that it would cut open marketplace access to Yahoo’s video inventory if the issue were not resolved by June 17. Furthermore, if the dispute runs beyond the initial deadline, it will further disable access to all of Yahoo’s video inventory, including via private marketplace deals, on July 1, according to emails reviewed and verified by Digiday.” ⬇️ #streamingtv #newfronts #ctvadvertising #dsp #canneslions #upfronts https://lnkd.in/evX3h3az

The Trade Desk’s stance here is impressive. Not only does taking this stance improve the advertiser side but it also creates a fair and balanced side among the publishers that already properly disclose if their video ad placements are in-stream or out-stream.

Cool update live today in Sponsy for Storefront 🛍️ With Storefront, publishers enable advertisers to directly buy their ad inventory. Pick dates, provide assets, pay. It's good to go! With this update, you can now let your advertisers skip payment. Why is that useful? Oh boy, that has so many use cases. Top of my mind are validating interest on specific dates and potentially upselling a larger package later on. I'm pretty sure our publishers will come up with more! Full update down in the comments. Ship ship ship 🚢

This is (unfortunately) an essential read for anyone in marketing procurement. Many of us have heard the familiar line: “There are AVBs in digital,” but rarely have we seen them actually reach the client. After reading this piece, you’ll have the confirmation you always suspected: you were right all along. #MarketingProcurement #AVBs #DigitalTransparency #MediaFinance #ClientValue Christine Moore Women in Marketing Procurement

How do you kneecap competition? You make the competition part irrelevant. Ad buying incentives are fine, but they become something else when ad ROI ceases to be the primary buying objective. Seeing the U.S. v Google trial and the testimony of many brave execs describing the arcane technical details of Google's ad market manipulation, I wanted to remind folks of the dubious paths ad budgets took to make it into Google's platform in the first place. So much to say on this topic, but this is a start. Eager for your thoughts. https://lnkd.in/gAnGTJ8v

We are thrilled to announce the launch of PubCircle, a cutting-edge global advertising platform designed to empower publishers and maximize their ad revenue like never before. At PubCircle, we understand the importance of strategic demand generation in optimizing ad revenue for publishers. That's why we've developed a comprehensive approach that leverages our innovative Prebid Wrapper technology. With PubCircle's Prebid Wrapper, we seamlessly integrate demand partner adapters into our system, connecting various demand sources through Prebid js, Prebid Server, OpenRTB, VAST, and JS tags. This diverse integration allows publishers to attract demand from a wide range of advertisers, maximizing their revenue potential. PubCircle isn't just a platform; it's a game-changer for publishers looking to elevate their ad revenue strategies. Join us in this exciting journey as we revolutionize the world of digital advertising. Visit our website to find out more: https://pubcircle.ai/ #PubCircle #AdRevenue #DigitalAdvertising #Publishers #PrebidWrapper #Innovation 🌐

Across 5 previous supply chain transparency studies, industry trade bodies have claimed that only 40 – 60% of every dollar that the advertiser spends reaches the publisher for showing ads. The rest are taken as a toll by the various adtech middlemen, including the big platforms like Google and Facebook, for use of their tech during the ad buying and serving process. Let’s just call those figures “optimistic.” The reality is way worse than you can imagine. https://lnkd.in/ek4jssHz