For as long as retailers have existed, they have sought ways to monetize the audience they bring to suppliers. From end caps to circulars, retailers have been a pervasive, but understated, media partner to brands of all sizes. 

But nothing in history has the scope and potential of retail media–the process of selling inventory on their websites, and other owned channels, to brands. 

It’s quickly becoming a huge market for advertisers, reaching $46B of ad spend in 2023. That is significantly higher than CTV, which was estimated at $25B. It is also expected to reach $100B by 2026. 

While some might consider retail media a performance marketing channel, Upwave data busts that myth, showing it is also a brand-building powerhouse.

Upwave’s recent analysis of over 500 retail media campaigns, spanning 300+ brands, found that 96% of campaigns had a positive lift on at least one brand KPI, 87% of campaigns had at least one brand KPI that was above Upwave Norms, and 18.8% of campaigns exceeded Upwave Norms for all brand KPIs.

The Rise of Retail Media

As with other eCommerce advancements, Amazon deserves credit for building the modern retail media network environment. Once Amazon became the online store for virtually everything, they realized millions of people were coming by daily to buy a variety of things. Amazon could sell space on its various product and category webpages to companies looking to influence those visitors. That first-mover advantage has paid off. Over 75% of the current US Retail Media investment is spent on Amazon advertising. Walmart is second, via its advertising solutions division, Walmart Connect.

There’s a simple reason why so many retailers are joining the ranks of retail media: the channel can produce margins of up to 90%, according to the Boston Consulting Group. We’ve even heard that it’s not hyperbole to suggest retailers would gladly do away with selling goods if they could just make the same amount of money in the media. 

Now, brands as diverse as Uber, Sephora, Sam’s Club, and Best Buy all have their retail media networks.

Unsurprisingly, performance marketers have flocked to retail media as a way to monetize that audience immediately. And, sure, it makes perfect sense that people browsing a retailer’s website are considered to be in the market to buy now.

However, retail media is a huge opportunity for brand building, one not nearly enough companies are taking advantage of. That means industry watchers are potentially even underestimating the future revenue opportunities from retail media.

Here’s why.

• The massive first-party data retailers are sitting on. It’s no coincidence that retail media is at the top of the minds of all advertisers at a time when cookies are going away. Retailers are better equipped than almost anyone else to offer targeting capabilities to advertisers and their agencies. They have a plethora of data on hand about households, such as if they have kids. For example, a car manufacturer can more accurately advertise its suite of cars to the right buyers (e.g. a minivan to those with multiple children).

• Not everyone on those websites is in the market to buy. It’s hard to track down specific stats for how many people visit a website without adding something to their shopping cart but the overwhelming majority of visitors do not purchase at the time of visiting. Sometimes people are browsing and not looking for something specific. Even those looking to make a purchase could be stopped in their tracks by a brand-building ad regardless. 

• Non-endemic ads performed as well, if not better than endemic ones. Another myth busted for this channel, Upwave’s study found that advertisements featuring products not for sale on retail media sites outperformed those that you could buy in several key areas, including ad recall, consideration, and purchase intent. One reason is the ad stands out as unique amid dozens of product listings. For example, an ad for insurance may be more noticeable among kitchen staples on a grocery store website. 

• Its reach extends beyond the retail domain. Amazon has Prime, a video platform increasingly winning high-profile deals like NFL broadcasts and producing large-budget shows like Lord of the Rings. Walmart has agreed to acquire Vizio, a manufacturer of smart TVs. Rakuten purchased eBook company Kobo. That’s in addition to their ability to place ads on third-party sites they don’t own. Retailers and eTailers alike are looking to expand their reach as far as possible, given the data advantage they have on many other websites. Retail media offers much more than on-site placements because they can better validate those audiences.

• A strong trust factor. Individuals browsing their favorite retail websites, apps, or streaming from retailer-owned platforms, are likely to trust those who run ads on the site. A 2024 eMarketer study found consumers trusted ads on retail sites almost double that of social media or third-party marketplaces. Furthermore, slightly over 50% of respondents were more likely to buy items and try out a new brand they hadn’t purchased before if a retailer advertised them. This is especially important for newer brands looking to build up their name recognition and trust. Our study found retail media tied with online video as driving the most consideration against all other mediums. Frequent shoppers of a particular website could learn about a brand one day through a well-placed ad intended to drive consideration, and then return days or weeks later to make a purchase.

Now is the time for brand marketers to reevaluate their channel mix and take another look at this medium. By understanding that brand-building is a possibility in retail media it opens up the category for more growth than what is being predicted. All of our data demonstrates it’s a huge opportunity for brands looking to impact consumer behavior along the mid-lower brand funnel. Now is the time for brand builders to embrace the opportunity before the rest catch on.

The post Retail Media: As Important for Brand Builders as Performance Marketers appeared first on AdMonsters.

In response to challenges posed by privacy regulations and AI-driven changes in search traffic, 71% of publishers plan to invest in new technologies. To sustain revenue growth, publishers are investing in AI-driven analytics, customer data management, and identity resolution. As one publisher noted, personalizing content and engaging audiences will be key in the coming year.

But, it’s not all smooth sailing. Publishers are grappling with significant challenges, including privacy regulations and changes in consumer behavior. These factors underscore the importance of diversifying revenue streams. With audience data, subscriptions, and licensing emerging as planned new streams, publishers are laying the groundwork for sustainable growth in an evolving digital ecosystem.

While the digital ad landscape faces headwinds, the coming year looks promising for publishers who are agile enough to navigate these challenges. Publishers who invest in direct deals, audience development tools, and diversified revenue streams are well-positioned to thrive in 2024 and beyond.

For more insights and a look at the full study results, visit the Publisher Pulse report page, and enter your information at the bottom to download your copy.

The post Publisher Pulse: Key Revenue Drivers and Strategic Shifts for 2024-2025 appeared first on AdMonsters.

The past few years have been tumultuous for publishers. The on-again/off-again deprecation of cookies, concerns over MFA sites making programmatic advertising risky, and the rise of generative AI search decimating referral traffic have all posed significant challenges. Despite these hurdles, publishers continue to innovate. As a result, the majority anticipate revenue growth in the coming year.

In July 2024, we surveyed and interviewed publishers to gain insights into their revenue outlook and identify their top opportunities for growth. This report summarizes our findings.

Of course, much has changed since our survey, including Google’s decision to forgo cookie deprecation for the foreseeable future. Still, what’s clear to us is that the talk of cookie deprecation has prompted them to rethink the way they do business and how they can generate revenue.

Key Findings: Direct Deals & Audience Data

• On the whole, revenue will grow. Most respondents (60%) anticipate revenue growth, with 19% expecting significant growth and 41% anticipating moderate growth.
•  2025 will be the year of the direct deal, with 68% of publishers saying it represents their best opportunity for revenue growth.
• Monetizing audience data (50%) and creating new products (46%) are also seen as significant opportunities for growth.
• Looking ahead, 33% plan to leverage audience data, and 23% each consider subscriptions and licensing/syndication as new revenue streams.
• To support these growth plans, 71% of respondents plan to invest in new tools or technologies to ramp up revenue.
• The most invested tools include audience segmentation (65%), identity resolution (50%), and AI-driven/advanced analytics platforms (40%).

Enter your info to download your copy below!

The post Ramping Up Your Revenue: Digital Publishers Reveal Key Growth Strategies appeared first on AdMonsters.

The streaming wars are  entering a new generation, marked by Paramount’s potential revival through Skydance and the emergence of unconventional social media entrants like LinkedIn, X (formerly Twitter), and TikTok. 

Increased merger and acquisition (M&A) activity is also shaping the advertising space as legacy media players adapt to shifting consumer preferences toward streaming. This transformation underscores the growing complexity of the media landscape and the necessity for advertisers to diversify their campaigns and reach their audiences effectively.

The revival of Paramount through Skydance exemplifies how traditional media companies are reinventing themselves to stay relevant in the streaming age. Skydance, known for its high-quality content and production capabilities, can potentially breathe new life into Paramount’s streaming offerings, attracting new subscribers and retaining existing ones. This move highlights the importance of content quality and brand recognition in the highly competitive streaming market. Here are other ways to approach the new generation of entrants while still ensuring effective reach and campaigns.

Programmatic and CTV Integration

At Dstillery, we have seen firsthand how brands and marketers are refreshing their strategies to navigate this evolving environment. Integrating Connected TV (CTV) into hands-on programmatic buying platforms and leveraging clean room data matching are key strategies that marketers and brands use to better understand the impacts of CTV advertising compared to standard linear television.

With its ability to deliver highly targeted ads to specific audiences, CTV is rapidly gaining traction among advertisers across all parts of the funnel and becoming a factor when looking at budgets. By using programmatic buying platforms and clean rooms to combine fragmented reporting from walled gardens, advertisers can better target the right audience and optimize budgets. Yet, this tactic is still in its early growth stages

Adopting AI Targeting and Measurement Technology

Adopting AI targeting and measurement technology is crucial. These advanced tools help media buyers understand and then find customers on the most relevant types of content, genres, networks, or categories. AI-driven insights can reveal patterns and trends in consumer behavior that might not be immediately apparent through traditional methods. 

For instance, an AI system can analyze vast amounts of data such as aggregated historical reporting or ACR data related to their campaigns to better understand and optimize against their desired KPI and audience. 

One of the critical aspects of effective targeting in  streaming is understanding how ID-based targeting translates into CTV delivery to better identify your audience. While cookies allow for a 1:1 relationship between an ID and a single browser for targeting, these cookies do not exist on other devices, and so must often be probabilistically matched to a household via an IP address. This means that while one person in a household may belong to a given audience, ads will be shown to everyone in that household. It is essential to consider this when selecting your audiences or using content-based optimizing features to better fine-tune your targeting.

The Streaming Players

The continuing growth of ad-supported tiers on leading streaming platforms and potential entries of social players like LinkedIn, X, and TikTok further intensifies the competition. These platforms bring unique strengths and audiences, challenging traditional media companies to innovate and adapt. 

LinkedIn, for instance, could leverage its professional network to offer niche content tailored to career development and industry insights, while TikTok’s short-form video format appeals to younger audiences looking for quick, engaging content. X’s vast user base and real-time engagement capabilities could position it as a formidable player in live-streaming events.

Increased M&A activity among legacy media players reflects their efforts to consolidate resources and expand their streaming capabilities. These media giants aim to enhance their content libraries, technological infrastructure, and market reach by acquiring or merging with other companies. This trend will likely continue as companies strive to stay competitive.

What Is in Store for Advertisers

These developments mean advertisers must navigate a more fragmented media environment. Diversifying campaigns across multiple platforms and formats is essential to reaching the best audiences. Advertisers must stay abreast of the latest trends and technologies to engage viewers and measure the impact of their efforts.

Overall, the new generation of streaming wars presents challenges and opportunities for advertisers. By starting to take CTV into your programmatic buying platforms, leveraging clean room data matching, and adopting AI targeting and measurement technology, advertisers can better navigate the fragmented media landscape and reach their desired audiences. 

Understanding the nuances of both ID-based and content-based targeting, as well as staying informed about industry trends will be crucial for success in this dynamic environment. As the streaming wars evolve, advertisers must remain agile and innovative to stay ahead of the competition.

The post Conquering the Streaming Wars: An Advertisers’ Guide to Reaching Audiences in  Fragmented Media  appeared first on AdMonsters.

The revolution in live-streaming sports is unfolding before our eyes, disrupting the broadcast and cable industry as new media giants, including Amazon, Netflix, and YouTube, enter the field. Sports organizations are finding themselves negotiating deals with lots of layers, where specific streamers get a certain night, like Amazon while free streaming is available on Twitch and aired on local broadcast stations. 

The stakes are incredibly high as everyone figures out the rules for live-streaming sports. The NBA’s rights are valued at $75 billion over 12 years, and the NFL’s rights are worth upwards of $110 billion. The current court case against the NFL won’t just affect NFL franchise revenue, but the entire advertising and streaming ecosystem, which relies heavily on these extremely popular mass live events. 

With all of this upheaval and complexity, it seems logical for advertising to follow the same path — with digitization, fragmentation, targeting, and more. But that’s actually the opposite of what’s going to happen. Live sports events on streaming channels actually work very much like linear broadcast sports events, and both streamers and advertisers need to understand why the industry will succeed.

Streaming Can’t Change Live Sports

Streaming sports has hit a tipping point — 53% of adults stream sports at least once per month, and it now accounts for 30% of all streaming views in the US. For multi-channel media companies like NBC, striking a balance on live sports is critical to ensure they aren’t out-maneuvered by a native digital competitor.

Tech giants like Amazon, Google, Apple, and Netflix have the resources to dominate streaming sports. Unlike traditional broadcasters, they lack legacy relationships and dependencies, allowing them to operate more flexibly. Without the constraints of politics, multiplatform contracts, and outdated technology, these companies can leapfrog traditional broadcasters.

However, streaming might be upending most things about watching TV, but a lot about live sports looks a lot like linear. People can binge-watch shows, watch new movies in their living room, and access content from around the world, but sports are resistant to a lot of these elements.

The excitement of the game happening live doesn’t change much just because it’s streamed instead of broadcast — few people time shift an important game. Sure, some people might discover they love Canadian curling or Indian cricket on streaming, but most people are going to root for the same local teams that they always have, streaming or broadcast. The big games like NBA finals, the Super Bowl, and the World Series will draw huge audiences all watching at the same time.  

Premium Content Demands Premium Prices

The mass live appeal of sports means that the digital, often programmatic advertising that digital companies know and love isn’t as relevant. Amazon might have an advantage of cash and streaming technology, but their advertising savvy doesn’t come into play. It doesn’t make sense to allow a performance-oriented advertiser to bid on individual impressions during an NBA game when a brand-oriented advertiser is willing to pay premium CPMs for an entire audience – maybe even several national ad slots during a single game. 

Live sports advertising makes media companies the most money when they stick to old-school ratings-based metrics and price-based on branding at scale, not precision targeting. This means that any streaming sports rights-holder is still going to consider the UpFronts important. They’re going to want some direct premium ad sales executives. And, they’re going to need to be able to program advertising directly coded into the content, not dynamically serve it to individual households through a big complex supply chain.

The Trickle-Down Effect to All Streamed Sports

By leading with brand awareness and following with addressability on major sports events, streaming platforms create a valuable ecosystem, avoiding the race to the bottom seen in programmatic advertising. 

However, betting solely on brand advertising carrying streaming sports at the long tail is risky. The math of sports broadcasting shows that larger audiences generate greater revenue, but not every game attracts millions of fans. Mid-season baseball games for a mediocre team, college basketball, hockey, and many other popular but smaller sports streams can and should deliver a hybrid of premium brand advertising and targeted advertising. 

As all of these details get worked out, the future of live sports streaming will remain complex. Half of American households still have cable. Sports rights holders need licensing deals that cater to both groups and offer flexibility for a variety of ad-sales strategies. Converged media planning across platforms will be essential. Convergence means different things for buyers and sellers, with varying performance KPIs. Success with converged platforms requires unified sales, delivery, performance metrics, and reporting. 

Streaming will continue to grow in importance, but it won’t lead to an all-programmatic world. The ad market will resemble network TV more than walled gardens, with mergers and acquisitions likely shaping the future landscape as linear slowly fades out and streaming evolves. The convergence of live streaming and traditional advertising will define the next era of sports broadcasting.

The post Live Streaming Takes Brand Advertising Full Circle appeared first on AdMonsters.

Video advertising has always been a bright spot for the industry: effective, profitable, and malware-free. Because it’s threat-free, AdOps teams don’t need to spend a lot of time scanning for scams. Sadly, that is changing rapidly. 

Earlier this year, I wrote about ScamClub’s breach into the video channel, successfully injecting malicious redirects through VAST and VPAID tags in Q4 2023. Since then, video malvertising attacks have proliferated and show little sign of abating anytime soon. Worse, other scammers have no doubt noted the success of ScamClub’s assault on video ads. In the months ahead, we should expect a surge in automatic and malicious redirects, and everyone — publishers, SSPs, and video platforms — should begin hardening their video tech stack immediately.

How Video Automatic Redirects Work 

In case you missed the first article, here’s a rundown of the ScamClub scheme, the first industry-wide attack against video ads. GeoEdge discovered the scheme injected malicious redirects through VAST tags, sending users to a malicious website regardless of whether they played the ad or how long they watched it.

Essentially, the scammers run fingerprinting tests on both the client and the server sides, looking for malware detection systems. Once the information from the client is sent and checked by the malicious server, the POST request’s reply or response includes instructions that tell the user’s device to navigate to a new website. This redirect code includes several different methods to initiate the forced redirect. This diversified attack strategy increases the chances of successful redirects, making it harder for security vendors to detect and identify the attack.

Bad Actors Have Breached Video Advertising

For a long time, video has been considered the safest channel in digital advertising. The high inventory cost has deterred scammers from attacking the channel, concentrating on the abundance of low-cost and vulnerable display ad units. As a result, many publishers, SSPs, and even video platforms haven’t screened for malware even as they actively screen for it in their web and mobile inventory.

But we need to understand that scammers have breached the video world. GeoEdge’s security research first exposed the video malware epidemic in July 2023, but as you can see in the chart below, the number of instances has escalated dramatically. 

We’ve seen dozens of SSPs—all the major industry players—affected by the ScamClub malicious VAST and VPAID attacks. The same goes for video platforms, which scams have infected in equal measure. Any publisher that relies on an SSP or video platform to fill video inventory is likely exposed. 

In fact, AdOps teams are now receiving complaints from publishers, who are receiving complaints from their users and editorial team about sketchy ads that pop up on landing pages that look like system messages prompting users to download fake software updates or fake antivirus software that records and transmits their bank information or credentials to the scammer’s servers.

Even though we already see hockey stick growth in the ScamClub version of the attack, we are at the beginning of the growth trajectory. For this reason, we should assume that automatic redirects in video will dramatically increase over the next 12 months.

Time to Harden the End-to-End Video Tech Stack

This means it’s time to harden the video tech stack. Publishers must recognize the importance of monitoring and safeguarding their video technology infrastructure, as it’s no longer secure. This shift in mindset is crucial.

SSPs need to begin to reassess their video demand, with an understanding that they can no longer assume it’s safe. They must acknowledge the presence of malvertising in the channel, which many expect to increase significantly.

Additionally, the entire video platform segment, which supports video players and previously remained unscathed, now faces new threats. These platforms must start monitoring and addressing security issues at their own level.

This, of course, brings up the question of CTV. Is that channel safe? It’s unlikely that consumers will click on ads, visit landing pages, and fill out forms from their smart TVs. However, as QR codes become common in CTV advertising, they will introduce new risks, as fraudsters will have the opportunity to redirect the user who scans that code via a mobile device.

A New Approach Required 

Because of the multiple mechanisms that block attacks from security vendors, new approaches are needed. In our experience, it’s not enough to monitor the video ad units themselves but the entire page itself. By monitoring the entire page, security teams can identify, analyze, and classify copycat and emerging variants of redirect scams immediately and proactively block them every time they appear. 

A Call to Action

Video is no longer a safe haven; we need to pay attention to it. The channel has been breached, and fraudsters are rushing in. However, we are by no means defenseless. To combat this rising threat, we must embark on a new era of cooperation across the entire industry. By working together, we can identify and mitigate video threats more effectively and share our learnings to strengthen our collective defenses.

The post Automatic Redirects Flood Video Ad Space (and it’s Just Getting Started) appeared first on AdMonsters.

Hey there, Monsters, ready to turbocharge your digital media strategies? We’ve got something special just for you. For the first time, AdMonsters is releasing a detailed summary of our Ops 2024 Conference, held on June 3-4. This is your golden ticket to the industry’s latest and greatest insights.

Why should you download this summary? Because it’s packed with wisdom from top industry leaders across five dynamic tracks: Data & Identity, Future Ops, Revenue & Product, TV/Video/CTV, and Content/Commerce/Media. Whether you’re looking to harness the power of generative AI, navigate privacy regulations, or explore new revenue streams in the CTV landscape, this summary has it all.

Don’t miss out on the chance to elevate your digital game. Get your hands on the AdMonsters Ops 2024 Summary now and stay ahead of the curve.

Enter your info to download your copy below!

The post Dive into the Future of Digital Media with the Ops 2024 Event Summary appeared first on AdMonsters.

The Cannes Lions International Festival of Creativity 2024 was a whirlwind of innovation and insight, from the buzzing panels to the casual yet powerful conversations outside The Palais. While Elon Musk’s headline-grabbing interview drew a lot of attention, the ad tech discussions in the quieter corners truly stole the show. Publishers showcased their latest strategies to diversify revenue, leverage AI, and champion transparency in a rapidly evolving industry.

Amid the seaside backdrop and occasional gusts of wind that even interrupted a Yieldmo rooftop panel, industry heavyweights shared their visions for the future. From AI-enhanced campaign execution to the power of community-building, the sessions were rich with actionable insights and collaborative spirit. Let’s dive into how leading publishers are navigating these trends and setting the stage for what’s next.

AI and Human Governance: A Dynamic Duo

During a lively Yieldmo rooftop panel on the Evolution of AI in Ad Tech, participants faced an unexpected challenge: the wind. Yet, the show went on with Craig Miller from Amazon Web Services, Valerie Davis of Assembly Global, Jesh Sukhwani from Lenovo, and Yieldmo Co-Founder Teddy Jawde leading a robust discussion on generative AI. Sukhwani emphasized the irreplaceable role of human governance in AI implementation, noting, “AI is there to improve productivity and provide a more seamless decision-making process. It is not there to overtake and think for humans.”

Future Today: Leveraging Contextual Buying 

Future Today is making waves with its latest integration with IRIS.TV, allowing the publisher to contextualize its vast content library into various segments, like travel, food, and fitness. This move has standardized the process of contextual buying, making it easier for advertisers to target specific audiences. Co-founder Vikrant Mathur highlighted the importance of this integration for revenue growth, especially with the ongoing cookie deprecation bringing contextual advertising back into focus.  

“IRIS.TV is trying to standardize the process of contextually buying itself,” Mathur explained. “If I have a movie and another publisher has the same movie, sometimes how we pass information to the buy-side is not the same. IRIS.TV allows us to pass and receive signals in a way that makes sense to everybody, which is crucial for standardization.”

In the last quarter or so, revenue from leveraging IRIS-enabled private marketplace deals has been in the six figures for Future Today, and it’s growing. 

The Daily Mail: Dominating in the World of Video 

DMG Media’s Hannah Buitekant shared the company’s ambitious global video strategy, positioning video as the future of revenue diversification. As the leading video publisher on TikTok, with over 13 million followers and one billion monthly views, the Daily Mail combines creativity and tech to expand its video operations. Buitekant advised that authentic content tailored to each platform is crucial for success, emphasizing agility in content development across YouTube, TikTok, and Instagram Reels. According to Buitekant, managing director of digital at DMG Media, innovation within publishing is in the company’s DNA. 

“The video content needs to feel authentic to the platform it appears on, so take that into account when developing new offerings,” Buitekant said. “What works on YouTube may not work on TikTok or Reels, so publishers need to remain agile and amenable to quickly pivot and change formats when rolling out new content platforms.”  

Bloomberg Media: Innovating with Content

Bloomberg Media’s presence at Cannes was marked by discussions about women’s leadership and the power of AI in the C-Suite. Ashish Verma, Global Head of Bloomberg Media Studios, discussed the company’s focus on “content innovation,” combining data science and strategy to connect authentically with their audience. Verma pointed out that live journalism events and bespoke brand content are integral to their diversified media strategy.

“Bloomberg Media has been a heavily diversified media company for many years; one of our points of pride is content innovation, which means that our content is ours and on owned channels, but also social platforms and video distribution streaming services,” Verma explained. “We’ve had a robust live journalism events business for several years, and it plays a part in our diverse offering. In 2025, we will focus on continuing to expand the product offerings from Bloomberg Media Studios, which produces bespoke brand content and experience in a way that understands and connects with our audience — from print to audio and video.”

When asked about AI, Verma noted, “With the growth of AI, we are finding that business-to-business executives are seeing greater value in meeting to discuss key trends and do deals face-to-face and hearing from our journalists face-to-face. Cannes itself was in AI overdrive. Up and down the Croisette, every tech institution was talking about its tools (which were fantastic to play with).”

Mediavine: Don’t Sleep On The Power of a Strong Email Strategy

With the hype surrounding AI and a bunch of new strategies, tools, and technologies on the market, let’s not forget an area thats data rich and has  never steered us wrong: email. When we asked Eric Hochberger, co-founder and CEO of Mediavine, about how publishers can boost revenue these were his sentiments:

“As we reach the halfway point in 2024, it’s a critical time to have conversations with publishers on how they can better diversify their revenue and traffic sources for next year. One approach publishers should consider is a robust email strategy for audience connection and first-party data.

It’s key to reinforce the prioritization of human-made content industry-wide by implementing a framework for vetting mass-produced, undisclosed generative AI content. The most effective way to protect against a generative AI content takeover is by making sure bad actors aren’t incentivized to produce it. Not only because it’s essential for a free web but because it performs better for marketers. Looking ahead at 2025, this will have the biggest impact and wield the greatestcreative influence, boosting revenue for publishers and demonetizing low-quality generative AI content.” 

OpenWeb: Building Community for Revenue Diversification 

Max Weiss, OpenWeb’s Chief Strategy Officer, highlighted the importance of community in today’s media landscape. With AI search tools impacting traffic and cookie deprecation on the horizon, publishers are focusing on building loyal user bases. Weiss noted that a strong community amplifies every new revenue stream, and OpenWeb’s mission is to foster a thriving ecosystem for publishers and content creators. 

“The business model of today’s media industry is under threat. At Cannes, the conversation was about diversifying revenue streams to keep growing while AI-fueled search results impact traffic and cookie deprecation looms. So many publishers are renewing their focus on building a community of registered users — they know that every new revenue stream, every innovation, is amplified by a strong base of loyal users.”

On foreseeing the future of AI development, Weiss said, “While AI can help publishers drive efficiency and streamline processes, it also has the potential to eat into publishers’ traffic. Publishers must focus on lifetime value, loyalty, and community to grow in this new era. At OpenWeb, our mission has always been to create a thriving, healthy ecosystem for the open internet with publishers and content creators at the center.” 

Embracing Transparency: Publisher Panels Insights

Bridging the Gap: Control vs. Transparency in the Streaming and CTV Landscape 

At an OpenX panel, Rose McGovern, Head of Programmatic & Digital Ad Sales at DirecTV, stressed the importance of passing contextual signals to ensure audience targeting while complying with privacy regulations. The discussion also touched on innovative ad formats and the shift from cookies to persistent identifiers.

She elaborated on the importance of passing contextual signals, such as genre, rating, and network, rather than series-level data. This specificity ensures publishers can reach the right audience while remaining compliant with privacy regulations. Moving away from cookies towards more persistent identifiers like universal IDs was discussed to protect customers and enhance targeting accuracy.

Looking ahead, Rose expressed a desire for more innovative ad formats and the need to move beyond the traditional 15- and 30-second spots. She pointed out, “If we can’t run cool ad formats programmatically, then we are really lame. We must innovate and scale these formats to keep up with the evolving CTV landscape.”

Insights into the Evolving Open Internet Market

During a panel hosted by Ogury, Gabriel DeWitt, Head of Monetization at Yahoo, and Heather Carver, Chief Revenue Officer at Freestar, highlighted the complexities of ad monetization and the need for greener infrastructures. They emphasized collaboration in addressing issues like MFA sites and the importance of incrementality in ad formats.

As DeWitt pointed out, “Running ads for a publisher is very complicated and has become more complicated over time, so increasing numbers of publishers need help with their ads.”

Carver highlighted that SSPs must be more carbon-effective, and buyers should choose more efficient paths. Monetization challenges often lead publishers to create complex, wasteful bid request systems. She talked about the positive impact of collaboration in combating issues like MFA (Made-for-Advertising) sites, stating, “We should celebrate the content owners who are actually trying to create good consumer relationships and not just try to drain the money from buyers.”

Paul Bannister, Chief Strategy Officer at Raptive, noted that constrained caps require better tools to bring incremental demand, and better signals should judge the effectiveness of partners. When asked if there was something he’d like to see changed, Bannister responded, “Instead of open RTB, I think about close RTB. There are too many bad actors extracting value. I’d love to work out a way to restrict access to make it a more premium supply.”

The ROI of Openness: Enhancing Publisher Performance Through Transparency

Mike Racic, President of Prebid and Saiful Ahmed, SVP Ad Tech, Global Investment at OMG Global discussed fostering transparency and trust within the programmatic supply chain. They introduced new initiatives to combat ad fraud and enhance Supply Path Optimization (SPO), underscoring the need for standardized and transparent practices.

Racic highlighted the importance of transparent technology solutions. He emphasized Prebid’s commitment to solving publishers’ problems by connecting them to the marketplace transparently. He also announced that Prebid is working with Human to launch an initiative to combat ad fraud, which will be unveiled at their summit in October. “Everything we do is transparent,” he stated, underscoring Prebid’s approach to building trust through clear and open practices.

Ahmed introduced OMG’s Accountability Transparency Framework (ATF), which sets legally binding agreements to push transparency and protect the programmatic trading ecosystem.

He noted, “We give our clients full disclosure into media tech and data costs and domain-level reporting.”

Chen, Co-founder and CRO of RISE, discussed the role of data in SPO and why it’s important  for publishers to understand how SSPs and DSPs classify their inventory. He highlighted the need for transparency in inventory segmentation and value assessment.

All panelists concluded that we can’t dismiss MFA sites as bad without proper standardization and compliance. With transparency supported by clear industry-wide standards, we can address this ongoing issue.

Shaping the Future of Ad Tech

The Cannes Lions 2024 was a testament to the power of innovation and collaboration in the ad tech industry. From leveraging AI to building strong communities and embracing transparency, publishers are navigating a complex landscape with creativity and strategic foresight. As the industry evolves, these insights and strategies will be crucial in shaping the future of ad tech and media.

The post Power Moves: Publishers Unveil Cutting-Edge Revenue Strategies and AI Innovations at Cannes Lions 2024 appeared first on AdMonsters.

The 2024 AdMonsters Dream Team comprises carefully selected industry powerhouses recognized for their exceptional innovation, dedication, and trailblazing spirit in turning digital ad challenges into realized revenue gold.

These ad ops wizards and revenue rockstars were chosen to represent who AdMonsters would hire if they were launching an ad ops team. They have earned their places among the best of the best, redefining the boundaries of possibility in the dynamic world of ad tech. The Dream Team will be celebrated at Publisher Forum Boston, taking place August 4-6, with roundtables, in-depth conversations and networking with fellow publishers.

Meet the 2024 Dream Team
AdMonsters is proud to introduce the inaugural members of the 2024 AdMonsters Dream Team and their appointed roles:

Scott Messer – CRO
Current: Principal & Founder, Messer Media

Matthew Kent – SVP, Client Services
Current: VP, Client Services, Tubi

Connie Walsh – SVP, Yield & Monetization
Current: VP, Advertising, Legacy.com

Linda Chen – VP, Revenue Operations
Current: Director, Programmatic Revenue Strategy, Chegg

Zip Nguyen – VP, Business Intelligence
Current: Business Intelligence & Yield Lead, BBC

Pooja Singh – VP, Data & Analytics
Current: Director, Data Science, Kroger Precision Marketing

Kevin Antoine – Head of Programmatic
Current: Head of Digital Inventory Optimization, Graham Media Group

Addy Atienza – Head of CTV Revenue Operations
Current: VP, Programmatic Revenue and Operations, Streaming TV, Trusted Media Brands

Catherine Beattie – Head of Mobile Monetization
Current: Director of Programmatic, WeatherBug

Lauren Farber – Head of Sales Operations
Current: Advertising Tooling & Infrastructure, Netflix

Kimberly Hall – Sr. Director, Ad Operations
Current: Director of Digital Ad Operations, & Technology, Farm Journal

Jasper Liu – Sr. Director, Yield Management
Current: Sr. Programmatic Yield Analyst, Daily Mail/Mail Online

Sarah Webb – Manager, Ad Products
Current: Ad Production Coordinator, Bloomberg

See the Dream Team and learn more here.

“We are absolutely thrilled to introduce the AdMonsters Dream Team, celebrating the top talent in digital advertising operations. These professionals have demonstrated exceptional innovation and dedication, embodying the essence of our community and charting the course for its future. We eagerly anticipate how their expertise will inspire and elevate the entire industry,” said Becky Peck, Group Publisher, AdMonsters.”

“The Dream Team initiative underscores our commitment to fostering excellence and leadership within the AdMonsters community,” added Lynne d Johnson, Content Director, AdMonsters. “By bringing together these industry leaders, we are creating a powerful platform for collaboration and growth. We can’t wait to see the magic they will bring to our events and the broader digital advertising landscape. We look forward to the innovation, leadership, and inspiration the 2024 Dream Team will bring to the AdMonsters community and the digital advertising industry at large.”

About AdMonsters Dream Team
The AdMonsters Dream Team program celebrates the most influential and innovative minds in digital advertising operations. Members are handpicked for their outstanding contributions and leadership in their fields. As Dream Team members, they will receive widespread recognition, participate in exclusive Publisher Forum events, and enjoy special privileges designed to further enhance their professional journey.

For publishers in the digital advertising industry, the Dream Team represents an unparalleled resource of expertise and innovation. The insights and leadership of these professionals will empower publishers to navigate the complex digital ad ecosystem, optimize their revenue streams, and enhance audience engagement. By collaborating with the Dream Team, publishers can stay at the forefront of industry trends and achieve sustainable growth.

About AdMonsters
AdMonsters is the leading community for digital advertising operations and revenue optimization. We provide insights, training, and networking opportunities to help professionals and organizations stay ahead in a rapidly evolving industry. With a focus on collaboration and innovation, AdMonsters is dedicated to supporting the success of its members and the digital advertising ecosystem.

Media Contact:
Trish Borrelli
Sr. Marketing Director
AdMonsters, AdExchanger and Folio:
tborrelli@accessintel.com

Visit admonsters.online/dreamteam24 for more information.

Follow @AdMonsters on LinkedIn for the latest updates and announcements.

The post AdMonsters Announces Inaugural 2024 Dream Team Picks appeared first on AdMonsters.

The IAB Tech Lab Summit Day 1 was a whirlwind of innovation, insights, and forward-thinking strategies that are set to redefine the digital advertising landscape. From evolving identity solutions to sustainable advertising practices, the sessions were packed with valuable information and thought-provoking discussions. Here are five standout takeaways from the event that you need to know.

5 Key Takeaways from IAB #TechLabSummit Day 1

1. The End of the Beginning

IAB Tech Lab CEO Anthony Katsur’s opening set the tone with a nostalgic yet forward-looking take on the last 10 years of IAB Tech Lab. He emphasized the dramatic evolution in advertising technology, from the significant rise of mobile not so long ago to today’s explosion in CTV. Despite the decline in linear TV, Boomers and GenX are holding on, creating a convergence with CTV that’s ripe for Advanced TV’s interoperable measurement solutions and data-driven, cross-channel approach to planning and buying across both. Katsur’s message was clear: nothing will ever be the same again.

2. Registered Ad Creative: The Future of CTV

The session on the Ad Creative ID Framework (ACIF) was eye-opening. Nada Bradbury from AD-ID and Dan Brackett from XR Extreme Reach discussed how creative IDs can revolutionize CTV advertising. Forget privacy surveillance; this is about simplifying ad management with unique IDs, making frequency capping, competitive separation, and cross-platform reporting seamless. Bradbury emphasized that implementing creative IDs brings much-needed transparency and accountability, making it a crucial step for cross-platform measurement.

3. Embracing New Identity Strategies

Gruia Pitigoi-Aron from The Trade Desk and Shailley Singh from IAB Tech Lab tackled the fast-evolving identity landscape. They discussed UID2, privacy regulations, and the critical need for reducing friction from the user experience. Gruia’s advice? Publishers should make it easy for users to provide their email addresses and he highlighted the importance of finding the right moments to communicate your value exchange. The goal is a sustainable, long-term identity solution that doesn’t rely on browsers or operating systems.

In a follow-up breakout session about building your identity strategy, Kanishk Prasad from The Trade Desk highlighted the need for publishers and advertisers to test and implement identity frameworks like UID2, RampID, and ID5. He emphasized that these solutions should be easy to deploy, scalable, and focused on enhancing user authentication and overall consumer experience, ensuring the open internet thrives.

4. Sustainability in Advertising

Bill Wescott’s session on sustainability was a wake-up call. The ad industry must play its part in tackling climate change. From individual consumption patterns to the collective power of advertising, Wescott highlighted the role of behavior change. His message? Climate risk is financial risk, and the industry needs to move faster. It’s not just about profit; it’s about purpose.

5. Kara Swisher’s Tech Take: Insights and Wit

The keynote with Kara Swisher and Anthony Katsur was electric. Swisher, known for her sharp insights on technology and media, didn’t hold back. She discussed the impact of technology on journalism and the importance of consumer protection around personal data. One standout moment was her remark on AI and self-driving cars, as noted by Mathieu Roche on X: “Technology is going to get better while humans stay terrible.” It was a fitting end to a day that underscored the transformative changes ahead.

Anthony Katsur and Kara Swisher. Photo by IAB Tech Lab

As Day 1 of the IAB #TechLabSummit wrapped up, it was clear that the future of advertising lies in embracing change. With the growth of CTV, evolving identity frameworks, and a strong focus on sustainability, the industry is on the brink of significant transformation. Get ready for a new era in digital advertising. #TechLabSummit #EndOfTheBeginning

The post 5 Key Takeaways from IAB #TechLabSummit Day 1 appeared first on AdMonsters.