Index Exchange’s Post

MediaPost took a deeper dive into why Underdog Media saw such a significant increase in revenue with 33Across Inc.'s Lexicon from Paul Bell. "It’s worth noting that the real definition of addressability for demand is not just if there is an ID in the bid request but that the ID or identifiers being passed actually mean something to the DSP/bidder, Once the bid request becomes a ‘known’ user, Underdog Media’s high-impact creative and publisher domains provide the remaining ingredients to drive cookie-like demand behavior.” https://lnkd.in/enMChYFx

It's time to level up our standards in the digital media landscape, and Omnicom Media Group is taking the lead. We're introducing a series of partnerships and alliances under our Council for Accountability and Standards in Advertising (CASA) to help advertisers answer these 5 questions: 1️⃣ Can I control where my brand will appear? 2️⃣ Can I confirm where my brand ran? 3️⃣ Does the platform monitor and report adjacency? 4️⃣ Does the platform enforce adjacency policies? 5️⃣ Does the platform ensure age-appropriate content? Get the scoop on what to expect here: https://lnkd.in/eA-fgdA7

We have been used to digital advertising magical thinking for too long. Plug and play solutions, tags on the page that promised instant miracles. Preachers and snake oil salesmen asking the crowds to put blind faith in unproven claims. The road to media self sustainability is not an easy / short one and it requires involvement of the media company as a whole, with all its moving parts acting consistently and in sync. Advertising is only one element of the bigger picture. The classic analysis ““If you have a high-quality audience that is hard to get in front of, you can do this. If your readership is general or your content is undifferentiated, it gets a lot harder to make this move confidently” requires a fundamental clarification. That both the former and the latter parts of the sentence are a direct result of the high (or low) quality of the long (or short) term strategy implemented in the past. The fork in the road is clear but make no mistake: future success costs a price. The same price many media owners are paying today for yesterday’s wrong choices. #media #advertising #monetisation #strategy #adtech #programmatic #cookieless #identityresolution #data #userexperience #audience #subscriptions

Ultimately I think this boils down to an experiment that will show us just how wide the chasm is between the haves and have-nots in terms of publisher brands. The technology questions are basically side effects (albeit important ones). Many respectable publishers (perhaps unknowingly) torched their brands years ago by going all-in on the easy money of open auction spend, jamming pages with ad placements, and slashing staff overhead (writers, editors, sales, etc). That lean approach was SUPPOSED to be the future, but it turned out that programmatic automation didn't necessarily lead to financial viability (I direct you to the scores of open internet publishers who have gone out of business). Bloomberg still has a strong brand: the name "Bloomberg" is taken seriously, the audience is valuable and loyal, and Bloomberg is an originator of high quality news and opinions. If Bloomberg's strategy works, it will point to a path for viable online publishing while also (sadly) showing just how out of reach such strategies are to publishers who don't have brands and mostly exist as a place to jam programmatic ad placements. Thanks to Mark Stenberg at Adweek for including a few of my thoughts.

Check out our head of Insights & Innovations, Myles Younger, quoted in Adweek’s article on Bloomberg’s new strategy pivot; As per usual, he distills what seems complicated into an easily understood explanation.💡 And big ups to Mark Stenberg for this informative piece.💪🏽 #KnowledgeIsRevenue, so #LearnInToIt #adtech #programmaticadvertising

Is shutting off open exchange becoming the new norm for premium publishers? Really great behind the scenes look on Bloomberg's efforts and we may be finally getting close to quantifying the value of annoying your customers through sub-par advertising experiences. For Bloomberg right now that seems to be around 5% of advertising revenue at the 6 month mark, which I'd expect they'll be able to recoup within a year through various revenue diversification approaches. I'm also long-term bullish on the premium publisher trend of favoring custom units all in the hopes of getting better, more ambitious creative in digital display. #programmatic #openexchange #publisher #advertisingrevenue #adtech

Discover the power of programmatic advertising - and how it can supercharge your newsroom's revenue on National Programmatic Advertising Day! Sofiia Padalko breaks down this vital digital marketing concept in her article. From what exactly programmatic is and how it works, to the benefits for publishers and whether it makes sense for your strategy. Learn how automating your ad sales process can maximize fill rates and reach growing audiences in new ways. #ICYMI

I love digging into data and showing how it impacts the local media industry. Here's my take on the many synergies between radio and digital.

"This mode of engagement, where readers spend minutes—not mere seconds—immersing themselves in our content, speaks volumes about the value we offer advertisers." I dive deep into why independent publishers and news platforms represent a critical opportunity for advertisers today. As the co-founder of Man of Many, I've seen firsthand the unique value these entities bring to the table, far beyond traditional ad placements. Despite Australians spending 64% of their online time on the open internet, these platforms only account for only 33% of ad budgets. (source: The Trade Desk Survey - 2023) We're not just another ad space; we're a trusted voice in a crowded digital world, offering credibility, quality content, and a deeply engaged audience. In an era where brand safety and meaningful connections are paramount, aligning with digital publishers is not just a choice but a strategic imperative for agencies and advertisers looking for true impact. Mumbrella #Media #Advertising #IndependentPublishing #Engagement #ManofMany

Only 36 cents of every dollar that enters a DSP actually finds its way to the consumer, with the rest consumed by ad-tech fees and wasted on impressions on low quality media, including made-for-advertising sites, invalid traffic, non-viewable and non-measurable inventory, according to the Association of National Advertiser Programmatic media supply chain transparency report, which came out today. Plus, media quality and media price were not found to be correlated. Waste continues to be a theme in programmatic. With thanks to Bill Duggan, Robert Webster and Chris Kane https://lnkd.in/djx-E9gy