Magnite’s Post

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

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

Advertising plays a pivotal role in the digital ecosystem, connecting publishers, and advertisers in a symbiotic relationship where content is monetized, products are promoted, and audiences are engaged. In this dynamic landscape, finding the best ad net... #techwithgbenga #adnetwork #blogging #business #softwarereview https://lnkd.in/dBedYmse

The current programmatic media ecosystem is “rife with waste” to the tune of $13 billion and maybe as much $20 billion according to a new study by the Association of National Advertisers. The organization issued what it called a “first look” today of a more in-depth study that will be issued later this year. And the report lays much of the blame for inefficiencies in the programmatic arena on the advertisers that utilize it, saying that they too often put cost ahead of value and more generally fail to exercise proper stewardship over investments in the space. #advertising #programmatic