Identity resolution has become a Rubik’s Cube that everyone’s trying to solve.  

At AdMonsters Publisher Forum Boston, we got a front-row seat to the latest strategies and challenges in this space, thanks to a lively session with Christine Lee, Director of Data Partnerships at Fandom, and Tamir Shub, VP of Business Development at Intent IQ.

Addressability Meets Privacy: The New Balancing Act

Let’s face it: the identity game is rigged. Publishers are caught between the rock of addressability and the hard place of privacy. Lee laid it out clearly — Fandom, the world’s largest fan platform, is navigating a minefield of fragmented regulations and inconsistent user behaviors across devices and browsers. Think of it as trying to juggle on a tightrope while the wind’s picking up speed.

“We’re dealing with different browser types — Apple’s ATT, Firefox, Chrome, Safari — and each has its own set of rules,” Lee explained. She added, “It’s like trying to juggle different user behaviors across desktop, mobile, and mobile web while keeping an eye on the privacy landscape, which is extremely fragmented, not just globally but even within the U.S.”

Whether it’s Apple’s ATT or the ever-shifting sands of state-level privacy laws, Fandom is testing identity solutions to find that sweet spot where addressability meets privacy without losing sight of either.

Fandom’s Secret Sauce: Testing, Testing, and More Testing

But, with over 100 ID solutions on the market, not all options are worth your time. As Lee pointed out, “We’ve leaned into testing a variety of ID solutions in the space, including Google initiatives, Amazon initiatives, and our partnership with Intent IQ. But it’s difficult to compare apples to apples because every vendor has a different methodology.” The real challenge is figuring out which ones move the needle.

Fandom has actively experimented with many ID solutions, but they’re not just throwing spaghetti at the wall to see what sticks. The key is to be selective — testing the ones that make the most sense for their audience and business goals.

By working with Intent IQ, Fandom saw revenue uplifts from 55% to a whopping 140% across different properties, proving that the right approach can help publishers thrive in this new identity landscape. But it’s not just about the numbers. Lee emphasized the importance of comparing these results side-by-side with traditional methods — a task easier said than done. Still, Fandom’s commitment to rigorous, strategic testing sets them apart from the pack.

Identity Graphs: The Backbone or the Achilles’ Heel?

If identity resolution is a puzzle, then identity graphs are the pieces that need to fit together perfectly. But, as Shub pointed out, not all graphs are created equal. The crux of the issue? Accuracy. Without frequent updates and a reliable truth set, you might as well be hiking with a faulty compass.

“Identity solution infrastructure is founded on its identity graph. But the accuracy is only as good as the graph and the data it uses,” Shub stated. “Without frequent updates, the data becomes irrelevant and misleading. That’s why refresh rates are critical.”

And let’s be honest: no one knows what a post-cookie world will look like. We’re all betting on a hypothesis. The regulatory landscape is murky, platform decisions are unpredictable, and consumer sentiment is a moving target. In this climate of uncertainty, it’s easy to get swept up in solutions that might not hold up under scrutiny.

There’s an urgent need for a standardized way to validate these graphs because trusting data without validation is like betting on a rigged horse race. It’s a gamble, and not one publisher can afford to lose. As Shub pointed out, “Currently, there’s no tool available that can validate data accuracy on a household level ID or person level ID.”

ID Bridging: A Savior or a Mirage?

With the deprecation of third-party cookies looming like a storm cloud, ID bridging has stepped into the spotlight. But as with any tech innovation, it comes with its share of controversy. Critics argue that ID bridging while promising, is fraught with transparency issues, potential fraud, and ever-present privacy concerns. Some in the industry see it as a Band-Aid on a bullet wound — helpful in the short term, but not the long-term solution we need.

ID Bridging is almost directly correlated to the impending demise of third-party cookies. While publishers and tech companies scramble to maintain addressability, there’s growing concern that with no universal standard, ID Bridging could create more problems than it solves. Shady practices, lack of transparency, and fragmented user data are just a few of the issues that put the buy side on edge.

Yet, this is where Intent IQ aims to stand out from the pack. Their technology is built with transparency and accuracy at its core. Beyond following the new IAB standards, the ad tech vendor sets a high bar for others to meet. By ensuring their identity graphs are refreshed every 48 hours and maintaining over 90% deterministic accuracy, they’re working to shut down skepticism and build trust on both the buy and sell sides.

The Buy-Side Perspective: Scaling the Heights with Alt IDs

While publishers are busy fine-tuning their strategies, the buy side faces another set of challenges. Shub gave us a peek into how agencies grapple with the scalability of alternative IDs. The promise is there, but the execution? Not quite hitting the mark — yet.

“Agencies report that alternative IDs didn’t generate the results they were hoping for,” Shub noted. “They’re saying the solution was promising but lacking scale. It’s not just about scale; it’s about having the expertise in identity — specifically.”

Intent IQ is working closely with agencies to overcome these hurdles, with successful campaigns already showing significant performance gains. “For example, we’ve delivered a successful campaign with Involved Media, leading to a 77% increase in leads for an education client,” Shub shared.

It’s a tough climb, but the right tools and partnerships are helping the buy side make headway.

Takeaways for Publishers: Test, Partner, and Evolve

The identity resolution space isn’t just evolving; it’s mutating at a breakneck pace. For publishers, the mantra is clear: test relentlessly, choose your partners wisely, and stay agile.

Lee’s advice? Don’t just look at the numbers—look at the whole stack, and make sure you’re not comparing apples to oranges. “Continue to test various solutions, and make sure when you measure, you’re looking at your entire stack, not just certain demand channels,” she emphasized.

And as Shub pointed out, identity solutions should work for everyone involved, creating a win-win situation for both publishers and advertisers. “Identity is sustainable as long as it works for both sides,” he concluded.

The post How Fandom Is Mastering the Art of Addressability and Privacy With an Assist From Intent IQ appeared first on AdMonsters.

Things just ain’t the same for mobile. Times are changing, and signals are disappearing.

We recently outlined what mobile marketers need to know about the Android Privacy Sandbox. Now, we turn our lens toward publishers.

Google’s Android Privacy Sandbox isn’t just another update — it’s a fundamental overhaul of mobile ad infrastructure enhancing user privacy, and impacting how ads are served and measured. But as with any ad tech update, every overhaul comes with both opportunity and complexity. This guide aims to break down these changes, offering a balanced view of what publishers can expect — and what they should watch out for along the way.

What’s Really Going On Inside the Android Privacy Sandbox?

Android Privacy Sandbox is Google’s response to the increasing demand for user privacy. It’s designed to create a delicate balancing act of protecting personal data while still enabling effective advertising.

For publishers, the transition requires rethinking how ads are targeted and measured. While Google presents the Sandbox as a solution to the privacy dilemma, it’s critical to assess whether it meets publishers’ needs without introducing new challenges.

Can it live up to the mobile IDs of the past? Is this really the silver bullet it claims to be?

Core Objectives:

Protecting User Privacy: While this is crucial, what happens to data granularity and advertiser effectiveness when third-party access is restricted?

Balancing Personalization with Privacy: Can the Sandbox deliver personalized ad experiences without compromising user privacy? This is the tightrope that the Sandbox attempts to walk — relevance without invasiveness.

Redefining Measurement Tools: The new APIs promise precise metrics, but the transition might come with trade-offs in data richness and complex implementation.

Showdown: Android Privacy Sandbox vs. SKAdNetwork vs. Ad Attribution Kit

Why pit the Android Privacy Sandbox against Apple’s SKAdNetwork and Ad Attribution Kit? Because they all address balancing privacy with effective advertising — but in distinct ways. By understanding these differences, publishers can make smarter choices about which strategies to adopt as they navigate mobile privacy.

The Publisher’s Playbook: Opportunities and Potential Pitfalls

1. Cross-App Tracking: The End of an Era?

The decline of cross-app tracking is more than a simple shift. It forces data collection strategies that could either unlock new opportunities or leave gaps in your data.

2. Ad Targeting and Measurement: New Tools, New Complexities

The new Sandbox APIs promise a lot but also require a leap of faith. Will these tools deliver the precision they claim, or will they leave publishers with a diluted version of what was once possible?

3. Revenue Implications: Walking a Tightrope

The impact on revenue streams is real. While contextual ads and first-party data are touted as solutions, the practical implications could be more nuanced.

Real-World Experiences: Insights from Early Adopters

1. Gameloft’s Strategic Leap: Testing the Limits of Privacy-First Ad Measurement

Gameloft, a mobile gaming titan, has been at the forefront of adopting the Android Privacy Sandbox. Partnering with Singular, they tested the Attribution Reporting API, balancing effective ad measurement with the demands of user privacy. Their journey highlights both the promise and the challenges of adapting to these evolving standards, particularly in maintaining data accuracy and targeting precision.

2. Verve Group’s Bold Move: Redefining On-Device Bidding with Privacy Sandbox

Ad tech innovator, Verve Group, is pioneering on-device bidding through the Android Privacy Sandbox, focusing on the Protected Audiences API. By moving auctions to the user’s device, Verve reduced data transfers, aligning with privacy goals. But not without running into significant hurdles. Their collaborative work with partners like Remerge has been essential in overcoming these technical challenges, from latency issues to complex implementation requirements.

The Realities of Implementation: What Publishers Need to Know

1. Implementation Complexities: The Devil’s in the Details

Implementing these new APIs requires more than a simple update — it’s an extensive reworking of infrastructure. Publishers should invest significant resources into testing and development to ensure these systems work effectively. Expect compatibility issues.

2. Latency: The Hidden Cost of Privacy

On-device processing is a cornerstone of the Android Privacy Sandbox, but latency can become a significant issue, impacting ad delivery, viewability, speed, and efficiency.

3. Data Accuracy: A Double-Edged Sword

Privacy-preserving methods often result in less data granularity. While this protects users, it can also undermine ad targeting precision and measurement, leaving publishers questioning whether the benefits outweigh the drawbacks. Will we still be able to hit KPIs?

Game Plan For Sailing Mobile’s Privacy-Preserving Seas

1. Hoist Your Sails, But Chart Your Course Wisely

Early adoption is key to catching wind and gaining momentum but plot your journey carefully. Don’t drink the Kool-Aid just yet. Thorough testing and validation are necessary before full-scale implementation, ensuring you’re prepared for the uncharted waters.

2. Steer Your Ship with Trusted Crew

Partnering with reliable DSPs, SSPs, and MMPs is crucial for steering the complex waters. Ensure these alliances are aligned, guiding you towards your specific goals — not just drifting the tide of broad industry trends.

3. Keep a Steady Hand on the Helm: Embrace New Standards, But Stay Informed

As you sail through the shifting currents of the Android Privacy Sandbox, keep a watchful eye on the horizon. While the new Attribution Reporting API offers potential, it’s vital to understand what’s being gained — and what might be lost. Stay informed and ready to adjust strategies as the seascape evolves.

Looking Forward: A Cautious Path to the Future

1. Stay Critical, Stay Agile

As the Android Privacy Sandbox develops, keep a close eye on updates. While it promises much, the reality may require agile adjustments to strategies and expectations.

2. Evolve with the Technology, But Manage Expectations

This shift isn’t a survival strategy — it’s about evolving. But evolution is complex and often slower than anticipated. Prepare for a marathon rather than a sprint.

The Android Privacy Sandbox is not a cure-all, publishers need to navigate these changes carefully, balancing new opportunities with potential pitfalls. By staying informed, skeptical, and proactive, you can make the most of this transition — without falling victim to the hype.

Additional Resources:

– Google Privacy Sandbox Documentation

– AppsFlyer’s Guide to Privacy Sandbox 

The post Dissecting the Android Privacy Sandbox: A Critical Guide for Publishers appeared first on AdMonsters.

Who said cookieless targeting doesn’t scale?

Dotdash Meredith’s cookieless targeting tool, D/Cipher, has propelled the publisher to a 12% increase in digital ad revenue year-over-year, marking the second consecutive quarter of double-digit growth.  

D/Cipher is proving its worth in driving campaigns like the one the media company conducted with Pandora. The campaign resulted in 76% higher foot traffic when compared to other targeting methods. 

But this isn’t just about impressive numbers. It’s about Dotdash Meredith setting a new standard in the industry. With third-party cookies becoming obsolete, their ability to pivot and innovate with tools like D/Cipher is a masterclass in adaptation. 

“The performance is amazing because the industry is always trying to find ways to tie media buys to real results. This proves that Dotdash Meredith can drive national brick-and-mortar sales for a brand without any cookie or identifier,” Lindsay Van Kirk, Senior Vice President and General Manager of D/Cipher told ADWEEK. 

The publisher’s success is part of a broader narrative vividly discussed at the recent AdMonsters Publisher Forum in Boston. Let’s connect the dots between Dotdash Meredith’s achievements and the strategies shared by top publishers.

Connecting the Dots from Publisher Forum

Several sessions highlighted how publishers leverage data to secure ad spend and ensure brand safety, aligning perfectly with Dotdash Meredith’s success story. Conversations weren’t merely about surviving the post-cookie apocalypse — they were about thriving.

Data-Driven Strategies:

Patrick McCarthy, SVP, Programmatic Monetization, Dotdash Meredith, emphasized the importance of big data in ad operations. “We are a very data-driven company. When you go into meetings with our C-suite team, hunches really aren’t acceptable. Our whole programmatic and advertising part of our business is really driven by our CFO and Chief Innovation Officer, who is a former data scientist. Data is absolutely paramount to making your case for new investment, for new products to be rolled out,”  he said.

This reflects D/Cipher’s ability to utilize first-party data and contextual signals to outperform traditional cookie-based methods. He also highlighted the role of predictive analytics and real-time data applications. The publisher is proving that first-party data and advanced analytics are the future.

Echoing the power of data, Jesse Waldele, SVP, Digital Operations and Client Success at Dow Jones, shared how they’ve ditched third-party data in favor of first-party insights, fueling more effective ad solutions. Their “Thematic AI” tool, which predicts the best content placement using AI, has driven noticeable performance lifts for advertisers. Dow Jones’ focus on real-time measurement ensures that advertisers keep rebooking.

While the benefits of big data are clear, reliance on it also comes with obstacles. The high cost of data management and the risk of data privacy issues can be a significant barrier for smaller publishers.

Brand Suitability and First-Party Data:

In her keynote, Jana Meron, Vice President of Revenue Operations & Data, The Washington Post, discussed the power of first-party data in achieving brand suitability and effective ad placements. She noted, “The intersection of deterministic and probabilistic first-party data is where we get our power.”

The Washington Post observed a 3x performance lift when using first-party data compared to third-party data with standard display, and a 5x lift when integrating custom ad units designed for their audience.

While first-party data offers significant benefits in targeting and personalization, the session also highlighted potential downsides, such as difficulties in scaling deterministic data due to the reliance on user logins, which can limit reach. Additionally, there are concerns about balancing privacy with data collection, as overly aggressive data strategies might lead to consumer pushback or regulatory scrutiny.

Still, The Washington Post’s direction is a fundamental shift in how publishers view and leverage their audience data. By focusing on the nuances of their data, publishers can create a more personalized and effective advertising ecosystem, which is essential as consumers become increasingly wary of invasive data practices.

Harnessing Audience Power: Future’s Strategy

Jeff Goldstein, Head of Programmatic at Future, offered a compelling keynote on the importance of understanding and harnessing audience passions. He explained how Future’s approach to audience segmentation — dividing users into “practical intenders” and “passionate intenders” — has allowed the publisher to optimize its content and ad strategies.

Goldstein shared that through their first-party data platform, Aperture, Future has identified high-intent users, leading to a 30% higher purchase likelihood among these users. He emphasized the value of deep audience insights and the role of AI-driven data in refining targeting strategies.

Future’s approach underscores the value of deep audience insights, enabling them to create more personalized and effective media products. By leveraging AI and contextual data, Future exceeds advertiser expectations, driving better outcomes across its 200+ owned and operated properties.

ID Bridging: Navigating the Benefits and Risks

In another session, the topic of ID bridging was explored in depth, highlighting how this technology enables publishers to maintain addressable audiences in a cookieless environment. Ianna Feliciano, Senior Director, Programmatic Advertising, Raptive, and Jasper Liu, Senior Programmatic Yield Analyst, Daily Mail, explained how ID bridging allows for deterministic and probabilistic matching across devices and browsers. While deterministic matching offers precision, it often lacks scale. On the other hand, probabilistic matching provides greater reach but with potential trade-offs in accuracy.

The speakers also explained the risks associated with ID bridging, such as increased complexity in managing multiple ID partners and the potential for data leakage, which can have severe privacy implications. Additionally, the costs associated with ID bridging can be significant, especially when considering the need for continuous vendor management and compliance with evolving privacy regulations.

But when connected with the right partners, ID bridging is becoming essential for maintaining campaign effectiveness in the face of increasing privacy regulations and the decline of third-party cookies. The session emphasized the importance of choosing the right ID-bridging partners and continually testing and adapting strategies to balance accuracy, scale, and compliance with privacy laws.

Innovative Revenue Strategies:

The “One Big Problem” session, a town hall publisher-only conversation, underscored the challenges and strategies in ramping up revenue. One standout solution was monetizing social media audiences. Publishers are turning their social followers into a goldmine, leveraging these platforms to drive engagement and revenue. This strategy, highlighted by some ad ops leaders shows the innovative ways publishers are navigating the post-cookie landscape.

This strategy doesn’t come without its downsides though. Relying heavily on social platforms means publishers are subject to the algorithms and policies of those platforms, which can change suddenly and impact reach and monetization.

Another exciting approach discussed during the Forum was Deal Curation as a Service (DCaaS). This strategy empowers publishers to showcase and monetize high-quality inventory effectively, leveraging first-party data for improved targeting and higher CPMs. Yet, implementing DCaaS can be resource-intensive, requiring significant investments in technology and data management. It can also lead to increased operational complexity, as publishers must manage and coordinate with multiple partners and ensure the integrity of their curated deals. 

In the long haul, DCaaS enables publishers to regain control over their inventory, creating a more curated and valuable marketplace that benefits publishers and advertisers alike. As Scott Messer of Messer Media explained, DCaaS alleviates costs, aggregates sales efforts, and delivers a good product.

The Existential Crisis and Future-Proofing Revenue

Despite Google’s flip-flop on third-party cookies, savvy publishers are already adapting. Our recent Publisher Pulse report, Ramping Up Your Revenue: Digital Publishers Reveal Key Growth Strategies, shows that 71% of publishers are investing in new tools and technologies to drive revenue growth, with the most invested tools including audience segmentation (65%), identity resolution (50%), and AI-driven/advanced analytics platforms (40%).

But this isn’t just about technology for technology’s sake, it’s about addressing the existential crisis of trust and relevance. Publishers like Dotdash Meredith, The Washington Post, and Future are leading the way, demonstrating that investing in first-party data and contextual targeting is key to thriving in a cookieless world.

As Dotdash Meredith’s McCarthy explained, predictive analytics and real-time data are revolutionizing how we approach ad operations, ensuring we stay ahead of the curve. This aligns seamlessly with the broader industry trends discussed at the Forum, showing a unified move towards data-driven, privacy-safe ad tech solutions.

The landscape is shifting, and those who don’t adapt will be left behind. Since many of these approaches may require significant investment in technology and talent, it’s a survival of the fittest scenario, where only the most innovative and forward-thinking publishers will thrive. Regardless of the size of your operation, your best bet is to start small and keep testing iteratively.

Innovation must be balanced with caution — embrace your data, invest in the right tools, and keep innovating.

Editor’s Update 08/14/2024 An earlier version of this article omitted insights from Jesse Waldele, SVP of Digital Operations and Client Services at Dow Jones, and Jeff Goldstein, Head of Programmatic at Future’s keynote.

The post Dotdash Meredith’s Cookieless Conquest and the Publisher Pulse: Notes from AdMonsters Publisher Forum Boston 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.

At this point, it’s not news that years of ongoing changes in data privacy regulation have created massive amounts of change in the way that data is being used (or not used) across the advertising industry.

As IAB Tech Lab CEO, Anthony Katsur, often says, “Just like energy, finance, or healthcare, advertising is now a regulated industry.” As part of this trend, publishers face challenges in creating sustainable revenue growth.

Navigating Data Privacy in Advertising

Whether it’s the continuing decline in ad revenue that digital publishers are grappling with or the never-ending struggle that the streaming television industry is having to reach profitability it’s clear that owners and publishers of media are feeling the effects of these changes.

One of the areas where these changes are most visible is within the publisher’s data technology stacks. Increasingly, publishers are centralizing the many data sources they need for monetization within their data warehouse. While this evolution brings the promise of insights and connectivity, publishers also need a purpose-built application layer to help them activate and get the most value from their data.

DMPs: From Central Role to Obsolescence

For years publishers relied on DMPs to be at the center of their monetization efforts. As cookie-based monetization becomes less and less dependable and publishers’ distribution channels continue to fragment outside of the web these systems have failed to develop new solutions for key functions like app and historical data collection, 2nd-party audience enrichment, and programmatic activation.

This leaves most legacy DMPs relegated to web-based data collection, audience segmentation, and simple ad-serving activation. Additionally, traditional DMPs were not built with important capabilities such as data clean rooms, identity resolution, and PETs which are extremely important in our privacy-centric world.

Data Warehouses: A New Hub for Monetization

Many DMPs have responded by integrating large data sets through mergers and acquisitions to help fill gaps around identity, some are playing catch up by trying to build more privacy-centric features like identity and clean rooms, and others have decided to completely go out of the business. A response to this lack of innovation by DMPs in recent years has been more organizations investing in their data warehouse to centralize their various audience data sources. The question is, is the data warehouse alone enough?

The Missing Piece: Purpose-Built Applications

As we talk to customers in the market it’s clear that they need applications that can work with their data warehouse to create efficiencies and grow their revenue. One of the biggest challenges is actually activating data.

Data warehouses often rely on applications and integration providers to make data more actionable which leaves publishers building expensive custom solutions and navigating complicated operations.

Similarly to how the Composable CDP movement has stepped up to help marketers evolve how they activate data in their warehouse, media owners and publishers (and new companies like retail media) need solutions that are purpose-built for both the era of privacy as well as ad monetization use cases.

Embracing the Future of Audience Monetization

Audience monetization platforms of the future need to be able to combine the streamlined audience building and activation (in both programmatic and direct)  that legacy DMPs relied on, while also allowing for more complex tasks like normalizing various data sources, running complex identity resolution models and collaborating within data clean rooms.

As free and scaled 3rd-party cookie data goes away the monetization is shifting to the publishers and media owners who are investing appropriately in their 1st-party-data, and there’s a major opportunity to create profitable growth. Investing in technology to help power this growth is crucial and will separate the winners from the losers during this period of change.

The post The Data Warehouse Has Replaced Many DMP Functions, but Is It Enough for Publisher Data Monetization? 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.

In a plot twist straight out of a digital marketing thriller, last week, Google announced it will not deprecate third-party cookies unilaterally after all and instead opt for enhanced user choice. This revelation is leaving buyers and sellers scrambling to reassess their strategies.

We attended a U of Digital Live Learning Event, where industry experts shared insights about what the news means for the advertising ecosystem.

Following are key points from the U of Digital event and what this means for digital media and ad tech, with insights from industry-heavy hitters. U of Digital’s Myles Younger and Shiv Gupta were joined by Alex Cone Product Manager, Privacy Sandbox at Google; Joe Root Co-Founder & CEO at Permutive; Shailley Singh, EVP Product & COO at IAB Tech Lab; and Therran Oliphant former SVP Data & Technology at Essence Mediacom discussed what steps advertisers and publishers should take to navigate this new reality.

The Big Reveal: Google’s Change of Heart

Last Monday, Google unveiled its new approach to privacy, giving users elevated and informed choices for managing third-party cookies in the Chrome browser. Instead of outright deprecation, users will receive a universal prompt allowing them to decide whether to accept cookies, with the option to adjust this choice at any time. This move aims to balance user privacy with the industry’s need for effective advertising tools.

Panel Insights: What the Experts Are Saying

During the U of Digital event, the panel of industry experts dissected the implications of Google’s announcement, and here’s what they had to say:

User Choice and Its Ripple Effects: Google’s decision to elevate user choice, potentially mirroring Apple’s ATT framework, means cookies aren’t entirely gone but are expected to decline as more users opt-out. The design and deployment of the consent prompt will be pivotal. Will it be opt-in or opt-out? How will it be presented to users? These factors will determine the extent of cookie usage going forward.

Privacy Sandbox Continues to Evolve: Despite the shift, Google will continue developing privacy-preserving alternatives like the Topics API, Protected Audiences API, and Measurement API, ensuring the industry has robust tools for the future.

Broadening Privacy Horizons: With plans to introduce IP protection in incognito mode and other privacy measures, Google is pushing the envelope on broader privacy initiatives beyond cookies.

Voices from the Field: Real-Time Reactions

The panel experts shared their perspectives on the announcement’s broader implications:

Publishers and Ad Tech Innovators: Joe Root emphasized the significant shift for publishers who must now consider a future where cookies play a smaller role, focusing on alternative IDs, contextual advertising, and first-party data.

Advertisers and Agencies: Therran Oliphant pointed out the increased complexity for marketers, stressing the importance of investing in first-party data and streamlining tech stacks to future-proof their strategies. This is a wake-up call for marketers to clean their houses. Those clunky, inefficient tech stacks? They’re yesterday’s news.

Portfolio Solutions Approach: Cookies may still have a seat at the table, but they’re no longer the head. Shailley Singh from IAB Tech Lab highlighted the need for a portfolio approach, blending cookies with other addressability solutions to maintain effective advertising strategies in a rapidly evolving landscape.

Alex Cone’s Crucial Insights: Timelines and Testing

While the timeline has shifted, the privacy-first future is still coming. It’s less of a demolition and more of a renovation. Alex Cone from Google provided valuable insights regarding the timelines for cookie deprecation and the privacy sandbox APIs:

Decoupling Timelines: Cone clarified that the timeline for third-party cookie deprecation has always been separate from the availability of the privacy sandbox APIs. The APIs have been generally available since last September, allowing publishers to start testing and integrating these tools well before cookies are phased out.

Testing and Adoption: While a 1% deprecation rate for cookies was meant to facilitate initial testing, the APIs are available for broader industry adoption. Publishers can and should start integrating these technologies to prepare for the eventual decline of third-party cookies.

Informed User Choice: Cone emphasized the importance of ensuring users can make informed choices about their privacy settings. This involves a more detailed and transparent consent mechanism, likely resembling Apple’s ATT prompts but applied universally across browsing experiences.

What Publishers Need to Know: Practical Steps Forward

It’s time for advertisers to find new ways to reach audiences without relying on third-party data. The race to find the perfect balance between personalization and privacy has just begun.

For publishers, the cookie jar might not be empty, it’s certainly not as full as it used to be. Root of Permutive pointed out that many users are already browsing without third-party cookies. The time to develop robust first-party data strategies and explore contextual targeting solutions was yesterday.

While Google’s announcement offers some breathing room for the industry, it raises crucial questions about implementation and future strategies. Here are the key considerations for publishers:

1. Prepare for User Choice: Publishers should anticipate a decline in third-party cookies as more users opt-out. Investing in first-party data collection and management will be critical.
2. Embrace Privacy Sandbox APIs: Start testing and integrating Google’s privacy-preserving alternatives like the Topics API and Protected Audiences API. These tools will be essential in maintaining addressability and ad effectiveness.
3. Develop and adopt privacy-preserving technologies: As cookies continue to decline, the industry must keep developing and adopting privacy-preserving technologies. This includes enhancing first-party data strategies, utilizing privacy sandbox APIs, and exploring new addressability solutions.
4. Engage with Consent Mechanisms: Stay informed about the development of Google’s consent prompts. Understand how these will be implemented and what messaging options will be available to maintain user trust and transparency.
5. Monitor Regulatory Developments: Google’s approach is designed to appease regulators, but ongoing dialogue with bodies like the UK’s CMA will shape the final implementation. Publishers should stay engaged with these discussions to anticipate and adapt to regulatory requirements.

Adapting to a New Era of Digital Advertising

Google’s third-party cookies reversal marks a significant shift for the industry. While it offers a reprieve, the long-term trajectory remains clear: a move towards greater user privacy and the need for innovative solutions. Publishers must stay agile, continuously adapt their strategies, and prepare for a future where privacy and addressability coexist in a delicate balance.

Take a deeper dive into this topic, check out the presentation, view the deck, and download the recap at U of Digital. 

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Audience targeting and improved ad relevance are critical in today’s highly competitive media environment. With the rapid proliferation of digital content, advertisers and publishers face an unprecedented challenge in reaching and engaging their desired audiences.

That’s why this integration of Yahoo ConnectID with LiveRamp’s Authenticated Traffic Solution (ATS) could not have come at a better time, particularly as the industry navigates the challenges of a cookieless environment.

This seamless integration allows publishers who have adopted LiveRamp’s ATS to unlock additional demand from Yahoo DSP, substantially improving the monetization of their addressable supply. “Demand-side interoperability has been a key feature, and now, with our expanded partnership, publishers can achieve greater scale and better monetization through Yahoo ConnectID,” explains Chandra Cirulnick, VP, Global Supply Partnerships at Yahoo DSP.

 By harnessing advanced identity solutions such as Yahoo ConnectID, marketers can accurately identify user preferences and behaviors in a privacy-centric way, ensuring their messages are delivered to the right people at the right time. This approach enhances user experience, drives higher engagement, and improves overall campaign performance.

How Yahoo ConnectID Boosts Audience Engagement and Revenue

The benefits are clear. Publishers leveraging Yahoo ConnectID have seen, on average, a 40% higher eCPM for Yahoo ConnectID impressions than those without it. Additionally, the win rate for advertisers and publishers is, on average, 34.3% higher when Yahoo ConnectID is available. For non-addressable supply, Yahoo Next-Gen Solutions provide on average, an impressive 76% higher eCPM and a 37.5% higher win rate. This dual approach ensures publishers maximize their revenue regardless of user authentication status.

Yahoo’s integration with LiveRamp’s ATS also future-proofs addressable advertising. By expanding Yahoo ConnectID’s footprint and refining its integration, Yahoo is committed to improving addressability for publishers and advertisers. The tech behemoth also plans on incorporating industry solutions like Google Privacy Sandbox, ensuring a robust and resilient identity solution strategy.

Powered by 205 million direct, consent-based consumer relationships in the US, Yahoo ConnectID leverages 200 billion daily cross-screen signals to build comprehensive user and household profiles. This depth of data allows for precise targeting and enhanced audience insights, enabling both publishers and advertisers to thrive despite the deprecation of third-party cookies.

Publisher Praise: Real-World Success Stories 

Publishers are already singing the integration’s praises. For instance, Dish Media has been able to extend advertisers’ reach. “Yahoo ConnectID empowers our advertisers to access new, potentially interested audiences across Yahoo’s extensive network, ensuring enhanced reach and effectiveness for their campaigns,” shares Andrew Tint, General Manager of Programmatic at Dish Media. Jeff Quandt, VP, Revenue Partnerships at Allen Media Group echoes that sentiment, highlighting that Yahoo ConnectID allows for a more tailored ad experience and better measurement of media investments.

Another notable example of publisher success with the Yahoo ConnectID comes from Philo, a programmatic-first television company. “The integration with Yahoo ConnectID aligns perfectly with our strategy and strengthens our connection with advertisers using the Yahoo platform, enhancing their ability to find their most valuable segments on Philo and deliver relevant ads to our audience. This capability to provide precise audience targeting and improved ad relevance is critical,” shares Aulden Kaye, Philo’s Head of Advertising Partnerships, when articulating the advantage.

These success stories underscore the broader trend of industry leaders leveraging advanced identity solutions to remain competitive. As ad tech evolves, the reliance on third-party cookies has become increasingly untenable, necessitating the adoption of innovative strategies to maintain ad efficacy. Yahoo ConnectID offers the agility required to navigate these changes, providing publishers with robust tools to address the impending demise of third-party cookies. By integrating such cutting-edge technology, publishers can maintain and even enhance their advertising capabilities, ensuring they remain at the forefront of the industry.

Setting New Industry Benchmarks for the Future 

The Yahoo DSP is committed to collaboration and interoperability to enable publishers and advertisers to effectively communicate and resonate with their audiences in a highly fragmented landscape. The tech leader’s ongoing enhancements and partnerships are positioning Yahoo ConnectID as a pivotal player in digital advertising, driving not only efficiency but also superior outcomes.

For publishers strategizing to future-proof their advertising operations and optimize monetization in a cookieless world, the integration with Yahoo ConnectID emerges as a strategic choice. The platform offers sophisticated identity resolution capabilities meant to significantly enhance audience understanding, campaign precision, and overall ROI. 

Learn more about this powerful tool here. 

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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.

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