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Advertising | Supporter Spotlight

Oracle’s ad tech exit is a wake-up call for data agility

Oracle’s announcement that they are shutting down their ad tech division came as a surprise to their clients as well the industry at large. For media companies heavily reliant on Oracle’s data solutions, it served as a stark reminder: the ability to adapt to unforeseen changes is paramount in today’s data-driven landscape.

This isn’t just a concern for large enterprise companies. Media companies of all sizes need to prioritize data agility. But what exactly is data agility, and why is it so crucial for success in the media world?

Data agility: adaptability in the face of change

Data agility goes beyond simply having a lot of data. It’s about the ability to access, analyze, and leverage your data quickly and efficiently in a constantly changing environment. It’s the freedom to pivot strategies, swap data sources, and adjust workflows with minimal disruption when faced with unexpected challenges.

Since media businesses rely on their data as the backbone of their revenue generation strategy, it’s even more important for them to think about the agility of their data. Agile data can bring many benefits, including:

  • Enhanced Transparency: With readily available, accurate data, media companies gain a clearer picture of audiences, campaign performance, and overall business health.
  • Informed Decision Making: Agile data empowers media companies to react swiftly to market trends and audience preferences. Accessing and gaining real-time insights from  trusted data across the organization can inform campaign optimization, content strategy,  and resource allocation.
  • Competitive Advantage: Data agility enables media companies to adapt to changing trends and audience behaviors, respond effectively to competitor moves, and maintain a competitive edge.
  • Streamlined Collaboration: When data is readily accessible and easily shared across departments, collaboration flourishes. Agile data fosters better communication between marketing, sales, and finance teams, leading to a more unified approach.
  • Resource Allocation: Even the most efficient data operations and engineering teams often struggle to field dozens of daily requests from across the company. Executives that prioritize data agility as part of their budgeting and staffing process can help relieve the  burden placed on their teams. 
  • Future-Proofing Your Business: Data agility allows media companies to be prepared for the unexpected – whether it’s a new technology disruption, a regulatory shift, or a change in audience preferences. Companies that can adapt their data strategy and infrastructure to navigate these changes can avoid derailing their plans.

Building a foundation of data agility

So, how can media companies cultivate data agility? The first step is to invest in a flexible data platform that scales with your needs and offers seamless integration from all the sources that are important to run the business. Choose a data platform that allows non-technical teams to ingest and customize their data with proprietary business rules so they can perform independent analysis. Also consider cloud-based solutions for scalability and flexibility.

Next, make data governance a top priority. Establish clear policies and procedures around data collection, access, and security. This helps maintain data integrity and compliance with internal and external regulations. 

When strong systems are in place, work on developing a data-driven culture where data is readily available across the organization. Provide training and resources to empower even non-engineering members of the team with the skills to understand, analyze, and utilize data effectively.

When both your data platform and teams are up and running, don’t give in to the temptation to “set it and forget it.” Embrace continuous improvement by regularly evaluating the data strategy and infrastructure. Be prepared to adapt your approach as your needs and the media landscape evolve.

A proactive approach always wins

The Oracle situation demonstrates that even established giants can make decisions that disrupt their partners. That’s why taking a proactive approach to data management is essential. Here are few things to look for and some questions to ask when when selecting a data operations platform:

  • Data Source Agnostic: Can the platform easily integrate with data sources across different parts of the business to avoid creating silos? Can it swap in alternative sources,  if needed, to minimize workflow disruption?
  • Streamlined Data Management: How does the platform reduce complexity for your team? What is the process for data ingestion, transformation, and analysis? 
  • Domain Expertise: Are they the right strategic partner? Do they bring relevant domain expertise and best practices into your organization? Can they provide the proper levels of support? 
  • Modular Solutions: Does the platform have modules that are tailored to your specific use case such as campaign analytics, inventory forecasting, and revenue insights? 

Change is inevitable, but preparation is a choice

Thousands of years ago, an ancient Greek philosopher observed that change is the only constant. But change doesn’t have to derail your business. No matter which platform you choose, be sure to plan for the unexpected. By prioritizing data agility, media companies can build a resilient foundation that is adaptable, responsive, and empowers data-driven decision-making in the face of any future change.

About the Author

Ju-kay Kwek is a leader in creating enterprise-scale data analytics products. Before co-founding Switchboard Software, Ju-kay launched Google BigQuery and was a founding product executive for Google Cloud Platform. Ju-kay uses his expertise in media and audience data to help companies like Spotify, Target, DISH, and Dotdash Meredith.

Advertising | Industry-Research | Revenue | Supporter Spotlight

How brands’ LGBTQA+ ad-pullback impacted publishers

For years, June’s Pride Month has been a beacon for brands to demonstrate their support for the LGBTQA+ community, often translating into vibrant advertising campaigns across various media outlets focused on these demographics. Historically, these initiatives have served as a celebration of diversity and inclusivity. They’ve also provided a lucrative opportunity for LGBTQA+-themed publishers who saw significant increases in advertising spend during this period.

However, recent trends indicated a significant shift in Pride Month advertising. Brands have increasingly and unfortunately retreated from public LGBTQA+ supportive ad campaigns, influenced by last year’s Bud Light backlash and growing anti-LGBTQA+ legislation. This pullback did not just take the form of a reduction in rainbow-themed products but was deeply reflected in advertising spend. Major players like Target and Starbucks scaled back their Pride-themed offerings and the ripple effect dampened the financial outlook for LGBTQA+-focused advertising this past Pride Month.

Trend analysis: beyond pride month

This retreat hasn’t been confined to June alone. While our data for this period is still pending – a more comprehensive analysis will be available by mid-July – we analyzed advertising spend across 18 LGBTQA+-themed media outlets including national TV, print publications, and online channels, revealing a broader trend that predates Pride Month. In the first four months of 2024 alone, there was a noticeable decrease in advertising commitment. Here’s a detailed data breakdown:

2023 overview

In 2023, the landscape appeared strong, with more than $63 million spent on advertising across selected LGBTQA+ media outlets, marking a 38% increase from the $45.5 million recorded in 2022. Top advertisers such as pharmaceutical brands Biktarby, Spravato, Dovato, Cabenuva, and Apretude significantly contributed, each investing more than $1.8 million.

The momentum shifted in 2024. From January to April, these outlets witnessed a fairly massive 10% decrease in advertising spend compared to the same period in 2023, with $17.9 million spent down from $19.9 million. However, this still represented a 40% increase from the $12.8 million noted between January and April of 2022. Yes, this is better than 2022. But the numbers suggest a volatile advertising environment for these publishers.

Notable declines

Prominent advertisers like Spravato, My Pillow (surprise!), Vitamin Water, and Harlem (an Amazon Prime Video series) slashed budgets almost entirely. This contributed to a collective $2.2 million drop year-over-year. Similarly, Cabenuva and Virgin Voyages cut expenditures by at least 60%, tallying up to a $929K reduction.

Impact on LGBTQA+ publishers

This decrease in advertising spend could be dire for LGBTQA+-focused media outlets that rely on these revenues. These publishers undoubtedly faced a tough loss this year. As brands retreat, the onus falls on LGBTQA+-focused publishers to find new ways to attract and retain advertisers, ensuring they can continue to serve their audiences effectively.

A strategic reassessment

For brands and advertisers, this LGBTQA+ advertising pullback calls for a strategic reassessment. It is crucial to recognize that while immediate reactions to socio-political pressures might seem necessary, they can also undermine long-term brand loyalty and consumer trust, especially within the LGBTQA+ community.

To navigate this complex landscape, brands should consider more sustainable and genuine engagement strategies that extend beyond the confines of Pride Month. This could involve year-round support through consistent representation in advertising, sponsorship of LGBTQA+ events, and partnerships with LGBTQA+ organizations. By integrating inclusivity into the core of their brand ethos, advertisers can build deeper, more authentic connections with their entire customer base.

The road ahead

These advertising insights underscore a cautious approach taken by brands, reflecting a broader hesitation across industries to engage in what has become a politically-charged atmosphere. For LGBTQA+-focused publishers, the challenge will be to navigate this new landscape where traditional peaks in advertising spend are no longer guaranteed. Depending on the 2024 election, we could see even more volatility.

Publishers in this space must now innovate and perhaps look to diversify their brand customer base. With Pride Month shouldering less of the annual revenue, it may be helpful to consider higher impact media types like video and native advertising to help mitigate losses. Above all, media companies should focus on fostering year-round partnerships with brands willing to commit to diversity, equity and inclusion, regardless of the prevailing political climate.

This data not only sheds light on the challenges facing LGBTQA+-focused publishers but also signals a conservative shift across the entire brand landscape, especially during an election year. Heightened scrutiny and polarization have made advertisers more cautious about brand safety– focusing on where and how their ads are displayed. Publishers that provide content with universally appealing themes, such as family, lifestyle, and travel could attract more advertisers, as a result.

Advertising | Revenue | Supporter Spotlight

A post-cookie revenue risk and revenue replacement playbook

Regardless of how many times Google delays its cookie phase out, publishers need to understand what’s at stake for them in the advertising ecosystem post third-party cookies. Media companies also need to be aware of the various data operations strategies then can experiment with to position themselves for success as first-party data moves to the fore.

ArcSpan Technologies analyzed the extent to which the looming deprecation of third-party cookies in digital advertising requires publishers to revamp their audience data operations in order to maintain and grow their sales results. Through quantifying the expected data monetization disruption that digital media companies face over the coming 12-18 months, we found that there are proactive solutions that offer ways publishers can mitigate material revenue losses.

Publisher revenue impact

What’s at stake for media companies

  • CPMs on Google Chrome will decrease 42%: Based on the value of programmatic advertising over the past eight months based on the presence of third-party cookies (“3PC”) across browsers.
  • Google Chrome 3PC deprecation puts 25% of publisher’s total revenue at risk: The impact of a 42% decrease in Google Chrome CPMs translates to a 25% overall revenue loss for median publishers in the study.

ArcSpan’s study to measure the impact of cookie deprecation

To measure the potential impact of impending third-party cookie deprecation, ArcSpan analyzed data across a number of top-tier and mid-tier publishers. By dissecting publisher revenue according to channel, browser and cookie presence, we were able to identify the portion of revenue most vulnerable to cookie deprecation.

The analysis looked at the revenue distribution between Direct Sold and Programmatic channels, of which Programmatic is expected to experience the most pronounced revenue impact. ArcSpan observed an average distribution of 20% of revenue stemming from Direct Sales, while 80% was sourced through the programmatic channel.

Next, we analyzed the percent of programmatic impressions and revenue in which third party cookies were present. While these impressions comprised 68% of total programmatic impressions, they accounted for 80% of programmatic revenue. Finally, we isolated the revenue attributable to Chrome browsers in which third-party cookies were present.

CPM decrease with no third-party cookies present

Among the publishers analyzed, a median of 60% percent of total revenue was associated with programmatic impressions delivered via the Chrome browser where third-party cookies were present. This portion of revenue will thus be the most impacted by CPM decreases in the event that third-party cookie deprecation occurs without viable and scalable alternatives.

The analysis further quantified the potential revenue impact by observing CPM differences based on whether third-party cookies were present or absent. According to our research, impressions lacking third-party cookies cleared at 42% lower CPMs. To summarize, ArcSpan identified a potential scenario in which 60% of publisher revenue could decrease by 42%, netting a 25% decrease in overall revenue.

Revenue risk grows to 35% amongst heaviest programmatic and Chrome-driven publishers

While a potential revenue decrease of 25% represents the median in our research, the range of outcomes can vary greatly across the publisher spectrum. ArcSpan highlighted a quartile of publishers who were most at-risk as a result of cookie deprecation. Publishers in this quartile tend to have greater than 95% of revenue sourced via programmatic, and greater than 85% of programmatic revenue coming from Chrome programmatic impressions with third party cookies. For this quartile of publishers, the total revenue at risk increased from 25% to 35%.

Advertising success without third party cookies

Leading media companies are developing strategies to both prepare for a future without third party cookies and mitigate potential revenue losses under those conditions. These strategies typically take the form of a portfolio management approach and upgrading publishers’ revenue operations tools with a focus on first-party data quality, accuracy and scale.

These options can support both direct and programmatic revenue:

First-party revenue best practices
  • Develop a first party data strategy: Publishers are creating compelling first-party audience segments by processing and organizing contextual, content consumption, engagement, and offline data signals. Publishers are also investing in collecting first party data from their users by offering on-site engagement tools such as surveys and polls, while more premium publishers have been able to acquire registered and even subscription users. They can then develop differentiated data product offerings to both earn data premiums and grow direct sales.
  • Participate in audience curation opportunities: In this scenario, publishers with and without a direct sales team can feed audiences into curated deals that meet the buy-side needs to target consistent audience definitions at scale across multiple publishers. By partnering with the right platforms, publishers can leverage A.I. and machine learning to automate site content and data processing to create scalable audiences with accuracy and consistency.
  • Establish an identity framework: Testing different identifiers to determine open auction uplift is critical for publishers. There needs to be a consistent approach to onboard alternative identifiers and measure their incremental impact in programmatic transactions under different scenarios (type of browser, SSP, etc).
  • Incorporate first-party data signals in the bid stream: While still evolving offerings like Google PPS and Prebid SDA offer an opportunity to push high quality data signals into the bid request and potentially positively influence bidding behavior.
  • Explore dynamic flooring: Publishers can leverage machine learning in conjunction with their proprietary data signals to optimize programmatic auction prices.

These options have different degrees of impact and different levels of effort to implement. But as a portfolio, they will help drive incremental revenue in a changing environment.

Although Google has (repeatedly) delayed the timeline for Chrome third-party cookie deprecation, leading publishers are keenly aware that they cannot become complacent. ArcSpan’s research highlights the revenue at stake in the event publishers are forced to accept the level of CPMs that are associated with cookieless impressions today. Regardless of a publisher’s level of readiness, it is important that they identify tools and platforms that can comprehensively address the portfolio of strategies that will enable them to protect and grow their revenue.

Advertising | Supporter Spotlight

Four media companies on tackling signal loss with data collaboration

Signal loss makes it increasingly difficult for advertisers to run campaigns across the open web. Traditional methods for prospecting and direct response are particularly impacted, with only 30% of the open web currently being addressable.

This change places advertisers in a challenging position, making it difficult to reach their target audience and maintain brand equity, especially on the open web. However, publishers and broadcasters are uniquely positioned to assist advertisers in navigating these issues, as they have not experienced signal loss.

Media companies have highly engaged audiences and access to a growing variety and volume of behavioral and contextual data points, which are essential for effective audience modeling. Essentially, publishers are the key to achieving 100% addressability and the future of targeting on the open web. However, to maximize the value of these insights, they need tools that foster collaboration and provide advertisers with clarity amidst the chaos.

To gain insights into how publishers are strategically addressing these issues, Permutive gathered four customers and publishing leaders who are reimagining data collaboration. We asked them where they see opportunities and how they are solving the challenges that arise.

Our panel included Stephanie Mazzamaro, VP, Addressability & Premium Programmatic at The Arena Group, Michael Nuzzo, SVP Data Solutions at Hearst Magazines, Josh Peters, Global Head of Commercial Data Strategy and Programmatic Operations at The Washington Post, and Bethany Hillman, Vice President, Data and Advertising Operations at TelevisaUnivision. 

Here are the four key insights from that discussion: 

1. Solving for signal loss: What advertisers want

The panel’s resoundingly indicated that advertisers are looking to publishers to solve signal loss across the open web and the addressability data gap caused by privacy regulations and third-party cookie deprecation. Josh Peters at The Washington Post emphasized the complexity of these advertiser requests. He said they are seeing varied inquiries about data access and standards and noted the challenge of advocating for better solutions beyond standard industry offerings. He said: “They want the IAB standard. We have to make the case that we actually have something better.” 

Stephanie Mazzamaro at The Arena Group stressed the need for standardizing signals. She explained that one of the big initiatives and challenges for the publisher this year is making the signals a standard but still unique. “How do we still create that special sauce and still provide differentiators in the marketplace?, she mused. On the issue of creating standardized audiences –  and echoing Mazzamaro’s challenge – Michael Nuzzo at Hearst Magazines said: “Having a single person be one thing, at any given time, is kind of an impossible task.”

Publishers know their audience, and, through the right tech, can connect the dots and provide insights into audiences that advertisers might not realize. Nuzzo believes it’s important to understand who users are at the right time in a given contextual space and expand beyond existing user bases. 

He said that “it’s something that advertisers and agencies understand really well: If someone’s reading about dog food, I should serve them a dog food ad. But we also know, through a taxonomy, that people who are interested in dog food are often outdoor runners because they run with their dogs. And so we open up new audiences, and we’re not just pitching these people into a single segment.”   

2. Metrics for success: Moving away from clicks  

The Arena Group has put a lot of resources into launching “as many IDs as possible” to find its North Star, and has started shifting from page views to addressability metrics, focusing on user engagement and “stickiness.” Highlighting the role of Permutive’s new identity hub in streamlining these efforts, Mazzamarro said her team has been busy finding ways to use contextual with addressable audiences. They are also focused on finding ways to make them stickier and have created a scorecard internally to measure them. 

Amid the furor of made-for-advertising sites (MFAs) and external companies deciding the premium status of publishers, is a focus on quality and equipping premium publishers to tell their own story through insights, which can be used at every stage of the sales cycle. Washington Post, for example. is moving towards quality over quantity, emphasizing time spent and exposure. They are also using clean room interactions for better post-campaign analytics and insights. 

Peters told the audience the publisher is being more precise with its actions and feedback to advertisers. For example, if an advertiser spends money in one area, Washington Post can point out another area with better performance and time on site, suggesting they focus more there. He said: “That’s what the advertisers are looking for and that’s where the dollars are going to end up.” 

The challenge here is different for broadcasters, particularly given the proximity to its end users in the app environment and considering both linear and digital buyers. TelevisaUnivision is packaging digital metrics with traditional video and CTV platforms, aiming to provide comprehensive audience insights and drive better market adoption. “I’m pulling those linear buyers through,” explained Bethany Hillman at TelevisaUnivision. “Not just saying you have to purchase video and big-screen, but giving them the full concept of all the digital metrics, we’re not just looking at households. Pulling that market along has been the most important piece for us. 

3. Identity management: Connecting disparate data  

TelevisaUnivision and The Arena Group both see identity management as an important part of their strategies, particularly the need for consolidation and easier data access to drive forward resource allocation and storytelling. Referencing Permutive’s Collaboration and Connectivity products, Bethany Hillman at TelevisaUnivision said: “We have offline pieces. I’m calling APIs to get data in. I’m trying to find coverage in different places. For me, the consolidation is going to be huge.” 

Nuzzo at Hearst stressed the responsibility of managing identity data, including consent management and internal collaboration to maximize data utility. 

It’s important to be transparent about that data, too. Hearst integrates identity and data with media activations, determining value through CPM uplift. Washington Post has developed a dashboard to track audience transactions and contextual performance, providing transparent and actionable insights company-wide.

4. Clean room: Scaled activation versus single solution 

Washington Post and The Arena Group both discussed the challenges of adopting and implementing clean room technologies, calling for clear next steps and collaboration to fully leverage these tools. Mazzamaro said “it’s a checkbox” for agencies when they ask if publishers can access clean rooms. It’s always a positive reaction when a publisher says yes, but that agency always runs something else that does not require a clean room. “Working through adoption is really hard as an industry,” explained Mazzamaro. 

TelevisaUnivision highlighted a partnership with Home Depot to illustrate the potential of clean rooms but said that “it’s an oxymoron that clean rooms equal data collaboration.” She said: “What I’ve seen so far is you load your data in, and you get a match rate… where I am collaborating on data? My big hope for clean rooms as we stand them up, is that we see the activation, not just from a one-to-one match perspective, but really to see that growth scale and to collaborate for the first time. So what data can I bring to the table to help that person expand their consumers.”  

The critical role of data collaboration

In the face of signal loss, publishers and broadcasters play a vital role in addressing advertisers’ needs for audience reach on the open web. As our panelists have discussed, advertisers are coming to them with requests because they possess highly engaged audiences and access to a wealth of data points. 

By leveraging data collaboration strategies and connectivity tools, publishers can advance the industry by consolidating disparate data for effective identity management and fully realizing the potential of clean rooms for scaled activation and data collaboration. These strategies will enable the media industry to continue providing effective audience targeting and drive greater success in an evolving digital landscape.

Advertising | Supporter Spotlight

Google’s delays give publishers time for identity experimentation

At this point, publishers know the cookie deprecation drill. You’d be forgiven if you’ve forgotten the very first deadline Google set for deprecating third-party cookies in Chrome. (It was Q2 2022. Believe it or not, they originally announced that deadline in early 2020.) We’ve seen Google extend the deadline twice since then. And they’ve done it yet again. We’re looking at a 2025 deadline, and once more, the digital industry needs to plan and act as though the third time will indeed be the charm. 

A shock? Probably not, all things considered. A disappointment? It certainly is for publishers. In reality, publishers have been building their data strategies over the last few years as though each cookie deprecation deadline will be the one. The stakes are simply too high to call Google’s bluff, considering its dominance of the ad market. 

But while it’s easy, even understandable, for publishers to feel frustrated by this stop-start process, it’s important to remember every delay gives independent tech providers more time to advance their own identity solutions, and gives publishers more time to experiment and test identity solutions. Digital professionals may consider Google the “800-pound gorilla.” However, by extending the cookie deprecation deadline, it might very well end up losing a few pounds.

To some publishers, Google’s latest move on cookies feels different. According to the company’s official statements, they’ve pushed the deadline to get ahead of compliance and regulation concerns. But as they have in the past, publishers suspect Google is punting because their own solution still isn’t positioned to dominate the identity market. If the old 2024 deadline had stuck, Google would risk ad spend shifting away from its walled garden. 

The truth is, Google’s Privacy Sandbox hasn’t caught on in the way some in the industry might have expected. DSPs aren’t spending enough there, and publishers aren’t seeing enough transactions for the Sandbox to be considered “dominant.” Lotame, for one, hasn’t tested the Privacy Sandbox, simply because we’ve seen zero interest and demand from our marketer clients. So why is that? One likely answer is that publishers and advertisers are seeing other cookieless IDs performing as well as or better than the Sandbox itself.

Google hasn’t cornered the market on identity, and the industry is better off for it. Publishers’ revenue needs and business goals are not uniform, so having multiple identity options can improve their chances of finding the solution that helps them thrive and compete in the media ecosystem. When we look at the third-party cookie deprecation timeline, it doesn’t matter “who started it.” What matters is this delay opens the door for more innovation, more options in the marketplace, and more time for publishers to explore those options. 

We can’t deny that casting a wide ID net – testing multiple solutions – requires time and resources. But some leading publishers are finding that non-Google IDs are providing them a revenue lift already, and are delivering today while the Sandbox remains a question mark. 

It’s just not in publishers’ best interest to sit around and wait for Google to solve their – and its own – identity problems. Publishers need to take matters into their own hands and use this time for testing and experimentation. For those who have found taking action to be daunting, this delay is a gift, and a chance to locate tech partners who can serve their specific needs. Other IDs are demonstrating it’s possible to solve for identity, preserve user-privacy, and drive ad revenue. The time to double down on identity testing is now. Publishers may have to wait for Google, but they can’t wait for performance.

Advertising

Are you ready? Two-thirds of publishers aren’t prepared for a cookieless future

The digital media landscape is on the brink of a transformative shift with the impending phase-out of third-party cookies. Despite Google’s latest delay, adoption is slow while the urgency for adaptation remains high. Teads recently undertook a survey to shed light on the preparedness of global publishers. It reveals a striking disparity in readiness and confidence, and found an alarmingly low level of digital media companies that are prepared for the state of advertising in a cookieless world.

The current digital ad landscape

Teads surveyed 555 publishers across 58 countries, uncovering critical insights. Alarmingly, only 32% of publishers are actively preparing for the cookieless advertising future. This indicates a significant portion of the digital media industry is delaying action, potentially waiting until the deprecation’s full impact becomes unavoidable. However, some organizations are taking proactive measures to be ready for the change. 

Confusion and confidence

Our survey reveals that 53% of publishers feel overwhelmed by the numerous cookieless advertising solutions available, and only 28% feel confident in their understanding of the new landscape. This confusion is a significant barrier to effective adaptation. Heather Carver, Chief Revenue Officer at Freestar, notes the importance of developing durable technologies and strategies. “We’re using this time as an opportunity to strengthen our cookieless solutions. We’re focusing on developing durable technologies and strategies that will remain relevant regardless of cookie policies.”

Anticipating the financial impact

Publishers expect the financial implications of the cookieless transition to be substantial. Approximately 45% of publishers expect a significant decrease in ad revenue, with a 120% increase in concern year-over-year. This is underscored by findings that cookieless traffic not only fills less but also yields less, putting revenue streams at risk.

Login struggles

Despite the many challenges media companies face as they prepare for a cookieless advertising future, there is a positive outlook among some publishers. About 44% see the transition as an opportunity to leverage their first-party data and enhance content quality. Furthermore, 37% of respondents appreciate the privacy benefits of cookieless solutions expressing confidence in finding new ways to monetize their content. 

Preparation and proactive identity solutions

As publishers adapt to this brave new world, many are experimenting with cookieless solutions and leveraging first-party data to set themselves up for success in the years to come.

Kedar Prabhu, VP of Product Management at Dow Jones, highlights the importance of leveraging first-party data in a world with or without cookies. “By focusing on the wealth of data generated by our direct and long-standing relationships with subscribers, we’ve not only prepared ourselves for the post-cookie world but have also unlocked new opportunities for growth and engagement,” Prabhu said. “We can offer our advertisers targeted, effective ad placements based on direct audiences composed of known users and enriched with real, meaningful insights into preferences and behaviors, all while maintaining the privacy standards that our customers and regulators expect.”

Similarly, the IAB is undertaking efforts to develop standards that support the industry’s transition. Angelina Eng, VP of IAB’s Measurement, Addressability & Data Center, emphasizes the need for robust guidelines: “We see this as a critical time to advance our guidelines and frameworks to support the industry’s transition,” Eng said. “We’re accelerating our efforts to develop standards that address the needs of a cookieless web, ensuring that all parties can navigate this shift smoothly.”

Other publishers, like Freestar, are using this time as an opportunity to strengthen our cookieless solutions. “We’re focusing on developing durable technologies and strategies that will remain relevant regardless of cookie policies,” Carver said. “The extension doesn’t change our momentum. But it allows us more stability for testing and implementing these solutions.”

Tier-specific insights and strategies

The survey also highlights differences in readiness and strategy among various tiers of publishers:

Tier 1 Publishers: Leading the Charge

  • 52% believe the changes offer an opportunity to differentiate through first-party data and content quality.
  • 62% have a signed-in strategy, and 38% employ dedicated resources for cookieless solutions.
  • 74% engage directly with advertisers using first-party data.

Mid-Tier Publishers: Strong Adaptation

  • 74% engage directly with advertisers through first-party data.
  • 32% have a strong grasp of the evolving digital landscape.
  • 36% have specific resources for exploring cookieless technologies.

Lower Tier Publishers: Facing Challenges

  • Greater dependence on industry solutions like Seller Defined Audiences (SDA).
  • Only 22% have a strong understanding of the shift towards a cookieless advertising framework.
  • 17% are testing cookieless alternatives, reflecting a slower response to industry changes.

As Simon Klein, Global SVP of Supply at Teads, states, “Despite Google’s recent announcement, the phase-out has only been delayed until early 2025, and the reality of a cookieless world is here,” Klein said. “This data underscores the urgent need for industry-wide adaptation and the critical role of innovative solutions in this transition.” 

Digital media executives must adopt innovative technologies and forward-thinking strategies to successfully navigate the realities of a cookieless world. While many are in a wait and see holding pattern, there’s no time to waste. This isn’t a question of when. This change is inevitable. Proactive publishers are not only poised to be ready for the cookieless future of digital advertising, they are employing solutions that are helping them do better business today. 

About the author

James is a data leader with over 20 years of experience in digital advertising. As the Global VP of Data at Teads, he leads a team focused on data-driven solutions and the cookieless transition. He previously held senior roles at Microsoft, Verizon, AOL, and Yahoo, excelling in data-driven marketing strategies. A fellow of the Chartered Institute of Marketing, James enjoys racing cars, cooking, and traveling.

Advertising | Perspectives

How inclusion lists fight misinformation

Programmatic advertising may be the most ubiquitous, influential market in the world. Yet almost nobody, including most of its participants, understands how it actually works. It’s something I cover in a chapter of my new book The Death of Truth. The chapter – which attracted a lot of attention after it was excerpted in WIRED is (appropriately) titled “Buying Blind.” It documents how so many publishers and even marketers are blindsided by the unintended consequences of programmatic’s dominant role in advertising.

Even those working with programmatic advertising every day were surprised at how it can actually undermine the journalism ecosystem. It has created a marketplace in which blue-chip advertisers unknowingly finance the worst peddlers of misinformation and disinformation at the expense of publishers who still care about informing readers.

A striking example of this phenomenon occurred in 2019 when my team discovered that Warren Buffett’s Berkshire Hathaway was the biggest advertiser on Sputnik News, a Kremlin-controlled disinformation website, through its subsidiary Geico. This was, of course, not because of a deliberate decision made by Buffett or executives at Geico. Instead, Geico’s funding for Sputnik came in the form of ads the company inadvertently placed on the Russian disinformation site because of the black hole that is programmatic advertising. Comscore and (my company) NewsGuard have estimated there is $2.6 billion a year in programmatic advertising unintentionally going to publishers of misinformation—revenues that quality news publishers badly need.

Companies like Geico use ad tech tools offered by “Demand Side Platforms” — DSPs — to buy these ads. The largest DSPs, as you might know, are Google and The Trade Desk. The Trade Desk (now a partner with NewsGuard in helping to combat this issue) has real-time bidding technology that uses advanced algorithms and extensive data to place ads across the web at the scale of 5.4 million ads per second. But for all the sophisticated data powering the operations of the DSPs, one crucial detail was overlooked as programmatic was invented and flourished: The identity of the websites where a brand’s ads are placed. This has left advertisers flying blind, sending hundreds, thousands, or even millions of dollars into the ether without knowing where their ads will appear. The result: Ads appearing in environments where studies show they are less likely to get cost-effective responses – and also likely to embarrass the brand.

Exclusion and blocking: Blunt, ineffective advertising tools

Seeing how brands have been burned by placing their ads alongside unsavory content, many advertisers and agencies have taken blunt approaches that range from bad to worse:

  • One approach involves using “exclusion lists” — a list of websites that an advertiser deems inappropriate — instructing the DSP to block the brand from running its ads on any sites on the list. This approach has some appeal, but it is reactive and never fully effective because, new, hoax websites crop up daily, wreaking havoc on our information ecosystem long before they make it onto an advertiser’s exclusion list. This is true now more than ever as phony websites created by generative AI looking to get in on the programmatic gravy train are popping up every day.
  • Another approach involves using “keyword blocklists” — lists of sometimes thousands of keywords like “Ukraine,” “war,” “gay” or “Black” that the advertiser deems dangerous. These blocklists instruct the DSP to block ads from appearing on any webpage that contains even just one of these keywords. But studies have shown that news — especially news serving minority or underserved communities — are disproportionately harmed by keyword blocklists.
  • Worse yet, some advertisers have decided to remove their ads from news altogether by blocking their ads from the entire category. This has the obvious effect of harming the news industry, slashing already dwindling revenues for news outlets. But it also has a negative, dollars-and cents impact on advertisers themselves: Missed opportunity.

    According to studies, such as those from the IAB and Stagwell, advertising on news can be highly effective. In a 2020 study, the IAB found that “nearly half of consumers find brands that advertise in the news to be more customer-focused and engaging, more innovative, and relevant to them.” Newsreaders are a large but overlooked demographic: 25% of Americans are “news junkies,” according to recent research by Stagwell. Therefore, any strategy that simply avoids or excludes news is failing to reach a large, engaged audience.

Inclusion creates a better ad ecosystem

There is a better way: Website inclusionlists. Inclusion lists allow advertisers to focus their ad spend on pre-vetted, high-quality websites that align with their brand values and target audience. This ensures better placement and engagement, and ultimately increases the return-on-investment (ROI) of ad campaigns. And, of course, this proactive approach reduces the risk of a brand having its ads appear on low-quality or inappropriate sites, including sites propagating misinformation.

My company, NewsGuard, offers one solution for building a high-quality publisher inclusion list. We deploy a team of expert journalists to rate and review the reliability of news sources across the open web based on a set of apolitical criteria of journalistic practice. Using these ratings for more than 10,000 top news and information sources, NewsGuard offers inclusion lists of highly credible news publishers, which can be activated via pre-bid segments through The Trade Desk, Peer 39, and Comscore, or via private marketplaces of trusted news domain lists in SSPs including Pubmatic, OpenX and Magnite.

Because the focus is on websites that pay attention to best journalistic practices, every member of DCN is probably on NewsGuard’s highest-quality inclusion list.

You should brag about It!

Quality publishers can play their part in advocating for the use of inclusion lists as the superior advertising strategy. Publishers can make advertisers aware of inclusion lists in their advertising marketing materials. Many publishers now signal their trustworthiness to advertisers and readers by including their high score from an independent third party in their marketing materials. They can encourage ad agencies to end the harmful practices of boycotting news or using overly broad keyword blocking. They can work with the supply-side platforms to ensure that only other quality news websites are included in ad buys.

This next, logical evolution in programmatic advertising requires that everyone in the process step up to do their part.  Publishers and advertisers would be the most immediate beneficiaries, with news departments getting the revenues they need and brands getting the more efficient purchases they seek. Especially in an election year, we should also keep in mind that democracy will function best with more news resources to support an educated public. Democracy matters. The news matters. And it pays to be the smartest players in the programmatic marketplace

About the author

Steven Brill is the co-founder of NewsGuard. His new book, ”The Death of Truth,” comes out June 4 from Penguin Random House.

Advertising | Supporter Spotlight

How automation harmonizes tech-enabled creatives and ad ops

Digital media has always been marked by the intersection of creativity and technology. Unfortunately, in many cases that intersection has been a bumpy one. Today, however, there are automation solutions that can allow these two sides of the media business to work together and do better work as a result.

The digital publishing business is at a pivotal crossroads. On one hand, an explosion of creative possibilities facilitated by technologies like artificial intelligence (AI) are enabling personalized, dynamic content at scale. On the other hand, lies the intricate realm of ad operations, where complexity remains consistent, and efficiency and precision are paramount. The gap between creative potential and operational capability must be closed if digital media firms are to compete and scale effectively in today’s market.

The path to a solution starts with an exploration of the relationship between tech-enabled creatives and ad ops and ends with a question: How can organizations strategically synchronize right-brain creativity with left-brain operational efficiency in publishing? The answer is to level the playing field with the power of automation. Bringing both sides of publishing into perfect, tech-powered harmony does more than just streamline workflows. It empowers media firms to navigate the rapid pace of market changes, paving the way for maximum efficiency and operational excellence.

AI’s impact on the publishing business

Reaching the right customer at the right time with the right message is becoming a critical component of advertising success. So critical, it’s driving publishing companies to embrace advanced technologies, particularly AI technologies, to create content at scale like never before. The surge in tech-enabled content combined with the end of third-party cookies is forcing ad ops teams to re-evaluate their operations to keep up. Here’s a closer look at the impact of AI on content creation.

AI enhanced content production and customization at scale

By harnessing AI’s power to analyze data and recognize patterns, publishers can turbocharge content creation, crafting high-quality texts and visuals that are deeply engaging. This tech-enabled approach enhances content production and enables precise audience segmentation. It delivers hyper-personalized content at an unparalleled scale across various formats. All of which substantially boosts efficiency and the impact of content strategies.

How AI affects brand engagement

The creative advancements powered by AI are also profoundly influencing consumer interactions with brands. Relevant, engaging content that aligns with audience preferences and values can substantially boost brand engagement. Engagement which can potentially turn into revenue for brands. The downside is, it creates even more operational challenges for ad ops teams trying to keep up. 

Operational challenges with tech-enabled creatives

To reap the benefits of tech-enabled creatives, publishers must fully grasp the challenges they pose to ad ops teams. This understanding is crucial for implementing effective solutions and maximizing the value of creative content in digital media.

Pressure to scale

Traditional manual processes in ad ops (campaign setup, trafficking, performance tracking), become bottlenecks when faced with the scale and speed of AI-driven content production. The pressure to scale operations to match the pace of content generation increases, requiring an equally robust systems in ad ops.

Complexity management

The complexity of content tailored for different audience segments requires meticulous management throughout its lifecycle. Automated systems capable of managing the detailed workflows and large datasets of ad ops are essential for keeping pace with production, and achieving maximum ROI.

Risk of siloed functions

Another significant challenge is the risk of siloed functions within organizations. When advanced creative tools operate independently from operational capabilities, it can create gaps that lead to inefficiencies and missed opportunities.

Creative outputs must seamlessly integrate with ad ops systems to prevent campaign delays, performance tracking issues, and scaling challenges. Such disconnects hinder adaptability, affecting competitiveness and growth. Robust automation reduces friction between sales and ops teams translating to improved morale, higher productivity, fewer fire drills, and ultimately – happier clients.

Clearly, there is a critical need for automation. Without integrating automated systems, ad ops teams face delays, increased make-goods, and ultimately a failure to capitalize on the content’s potential.

An Integrated approach nets tangible benefits

As the digital media landscape evolves, integrating advanced automation tools with creative production capabilities becomes increasingly critical. It not only enhances operational efficiencies but also serves as a key driver of revenue growth and scalability. Let’s take a look at the tangible benefits automation can deliver.

Quickly adapting to market changes

With AI’s rise, and content production dramatically increasing, ad ops teams struggle to quickly adapt to market changes. However, according to Theorem’s research, 79% of ad ops professionals think their tools need improvement, and 69% feel digital advertising processes need enhancement. Implementing advanced, automated systems can empower ad ops teams to meet the needs of a constantly evolving market more effectively.

Enhancing data flow

Automation also significantly improves the flow of information between creative teams and ad ops. Centralizing information, as noted by 59% of ad professionals, ensures that data from campaign performances is quickly available to refine ongoing and future campaigns.

Automation drives revenue through operational excellence

Automation not only streamlines operations in ad ops, it significantly enhances ROI. 55% of ad pros in our research noted time-consuming processes as a major pain point. Another 36% reported complex processes slowed their pace of work. By automating tasks such as campaign setup, monitoring, and optimization, businesses can minimize costly mistakes and make-goods that are directly impacting bottom line revenue.

There is also the tangible reward of time saved as a direct result of automation. 56% of ad pros believe implementing automation saves valuable time. Time that can be redirected towards creative and strategic initiatives.

Navigating innovation with automation: the strategic advantage

Media organizations need to remain competitive and responsive in an industry driven by rapid technological advancements. Embracing the symbiotic integration of tech-enabled creatives with automated ad ops can lead to marked improvements in campaign outcomes and overall business performance. Implementing automation isn’t merely about keeping pace. It’s about setting the pace in the journey towards more synchronized, efficient, and responsive operations in publishing. Now is the time to act, to innovate. This will empower your team and your organization to lead now –  and well into the future.

Advertising | Revenue | Supporter Spotlight

How publishers can use predictive audiences to grow revenue

Publishers have faced intense headwinds in recent years when it comes to protecting and growing revenue streams. However, there are some equally powerful tailwinds that the industry needs to acknowledge and embrace to put publishers on a viable path forward. Perhaps the most significant one is predictive audiences. 

Predictive audiences, supercharged by growing AI capabilities, offer publishers multiple paths to increased revenue. Even more importantly: sustainable revenue. Let’s explore why that is, and the ways in which publishers can incorporate these capabilities into their monetization plans. 

A sustainable path within a landscape of crumbling identifiers

When Google announced its latest stay of execution for third-party cookies, some publishers breathed a(nother) sigh of relief. Third-party cookies have long been seen as an understood path to revenue thanks to their role in enabling cross-site ad targeting. However, this capability has been in decline for years. In fact, the reach and accuracy of third-party cookies has become increasingly limited. 

Publishers don’t need a replacement for third-party cookies. They need something altogether better. And that’s where predictive audiences come in. By fueling growth based on the strength of a publisher’s first-party data, predictive audiences offer a path to revenue that’s both in a publisher’s control and can be strengthened over time. 

The premise behind predictive audiences for publishers is fairly simple: By taking a publisher’s first-party data (i.e., everything the publisher knows about its audience), the publisher can build models capable of predicting likely behavior in current and potential new users. These predictions can be used to create better user experiences while simultaneously opening more and deeper monetization opportunities.

Here are a few areas where predictive audiences’s power to help publishers drive revenue has become most evident. 

Growing ad dollars

For many publishers, the fastest path to revenue growth is to look beyond their sites to find additional high-value inventory for their advertisers. By using their audience data as seed data, publishers can leverage predictive audiences to identify users beyond their own walls who are likely to behave like their known audiences. Working with external partners, a publisher can make these models and their resulting segments available for advertisers on demand as an extension of their audience. 

Growing Yield

Predictive audiences can also be leveraged to greatly help publishers make more from their inventory within their walls. By combining first-party data with contextual and engagement signals, publishers can fuel robust data models that predict which ads will perform best when served to a given audience. Such an approach tends to deliver far more relevant results than can be achieved with third-party data, enabling publishers to improve the yield on their inventory. Such models can also fuel ad personalization that drives better results for advertisers and higher premiums for publishers.

Growing Audience

Beyond direct revenue, publishers can also tap into predictive audiences to grow their user base. Such growth helps expand their first-party data assets and inventory, driving greater revenue downstream. The mechanisms for fueling audience growth are similar to those for driving more ad dollars: Publishers can model their data to help them predict the behavior of unknown users. By activating that data, they can drive interested audiences in hopes of converting them to loyal visitors. 

A bright future paved with predictions

The ability of these predictive audience strategies to drive publisher revenue has a lot to do with the level of first-party data the individual publisher brings. Of course, not all publishers are on equal footing when it comes to first-party data assets. Some have been capturing and building their first-party data practices for years, enabling them to fuel strong predictive models and broader identity graphs that can reach across their properties. Others—publishers that have not invested nearly as heavily in their first-party disciplines—are looking for off-the-shelf solutions that can help them take advantage of predictive audiences’s power all the same. 

The AI-driven future will favor publishers that prioritize robust first-party data practices, but the race is far from over. Regardless of where an individual publisher stands with its first-party data assets, there’s still time to build out the needed strategies that can fuel growth through predictive audiences. By doing so to capture the right data and signals to fuel the strongest models, publishers can chart a more sustainable (and monetizable) path forward.

Advertising

The resurgence of rich media ad products

Let’s travel back in time to the digital publishing world of 2014 when programmatic was just beginning its march to ascendancy. At that time, it accounted for just 52% of display-related advertising revenues. Flash video ads still had two years of life left! And digital media consumers were enamored with interactive rich media ads.

High-impact, creative ad formats from a decade ago peacefully coexisted alongside premium publishers’ content (remember the corner peel?). But as the open programmatic marketplace took off, many of those compelling ad units died out as publishers sought to fill pages with easily transacted, low-yield static banners. 

It’s time for a rich media revival in advertising

Publishers and advertisers are beginning to question the value they get from OMP. As more advertisers limit their programmatic spend and more publishers shift strategies toward direct sold ads, flexibility and customization of ad formats becomes paramount. 

Here’s why high-impact rich media creatives are poised for a comeback:

Rich media ads engage users who are primed to tap, swipe, and scroll

TikTok, Tinder and countless other apps have shaped how users behave online. While static ads can lead to banner blindness, compelling interactive rich media executions that give users something to do can increase dwell time and brand engagement. Top ad features that drive engagement include:

It’s easier than ever to run rich media ads without being disruptive

High-impact units once thought to be disruptive – such as wallpapers, immersive page takeovers, floaters – seem less so now. Today’s web viewers battle pop-up video players, cookie banners, adhesion units, and multiple ads in viewport at once. A new generation of high-impact rich media units can reset the balance between user experience and ad revenue. 

When done well, these ad executions command top CPMs and allow publishers to reduce ad clutter… and they’re actually creative! We’ve worked with partners to develop formats for numerous ad campaigns that showcase premium creative that’s truly one-of-a-kind. For example, last July we helped Vulture create a high-impact homepage takeover for Starz announcing the new show “Minx.” 

A super billboard ad with video appeared atop the page and triggered an overlay of a champagne bottle bursting through the main story image. The “tear apart” of the homepage revealed an animated poster for the show, before reverting to the homepage again. The ad performed 6x better on a key metric versus a standard ad. Though bold, a single high-impact execution like this one, instead of a page cluttered with ads, can be more memorable and generate far more revenue. 

High-impact immersive ads combat banner blindness.

First party data and dynamic rich media creative are a powerful match

Savvy publishers are incorporating first party data not just into audience targeting but also into the actual creative being served. Rich media ads can turn data into powerful, personalized ad executions. Data-driven creative and optimization capabilities enable publishers to combine first party data with advertiser data feeds for real-time ad customizations. 

Imagine selling an airline a campaign that can dynamically show available frequent flier miles and flights this weekend from a viewer’s closest airport, and videos of that destination. Combining relevant data plus arresting creative assets like video or animations, and executing it via a single ad tag, lets publishers sell high impact ads at higher CPMs, without creating complexity for ad engineering or operations teams internally.

Programmatic ad containers with low quality fill hurt your site’s brand (and revenue)

If you’re a premium publisher, the ad experience on your sites should also be premium. But overreliance on programmatic fill can litter your site with Temu carousels. Publishers that are investing in direct sold ad programs can’t treat creative as an afterthought. Make impressions more valuable by offering interactive, rich media ad products that engage users and give your advertisers options for delivering their message in a compelling way.

Versus open programmatic fill, direct-sold rich media ads give publishers more control over their inventory, command higher CPMs from advertisers, and offer more compelling features and creative that resonates with users.

The rich media revival will lead to improved ad quality and revenue

Advertising is still the major revenue lever for media executives. Shifting focus to direct sold ads requires a thoughtful rebalancing of the ad products portfolio to ensure publishers are offering effective, compelling ad experiences that connect with users and meet the goals of advertisers. High-impact, rich media formats offer the flexibility, customization, and performance that will command higher CPMs. And, unlike a decade ago, they’re easier than ever to efficiently execute.  

About the author

Shawn Pokorny is an ad operations veteran with 15+ years of experience designing and managing display ad campaigns for major publishers including Paramount, Yahoo!, PGA Tour, Dotdash Meredith, The Guardian, and more. He leads Clipcentric’s campaign services team.

Advertising | Supporter Spotlight

TikTok’s troubles are an opportunity for media companies 

As the digital landscape faces the potential U.S. ban of TikTok, media companies are presented with a unique opportunity. TikTok has rapidly emerged as a dominant player in the advertising market, even rivaling giants like Meta, Amazon, and Google. Needless to say, open web publishers have felt the competition as well. However, TikTok’s uncertain future offers an opening for media companies to attract brands that are currently spending on TikTok and are seeking more stable alternatives.

With that in mind, my company, MediaRadar, conducted a comprehensive analysis of ad trends on TikTok to better understand patterns that could help media companies strategically position themselves during this transitional period. We found some useful openings in the ad market as well as some tactical tips for publishers positioning themselves to offer digital advertising alternatives. 

Overview of the digital ad spend

Before we get into TikTok, let’s table set the digital advertising marketplace: since January 2023, total media spending overall in the U.S. has reached $184 billion, with $150 billion spent in 2023 and an additional $33.5 billion in the first quarter of 2024. The primary sectors driving this investment are Retail, Technology, Media & Entertainment, Medical & Pharma, and Finance. They accounted for 49% of the total, contributing over $55.8 billion. This represents 56% of the $100 billion invested during this period.

Advertising expenditure on TikTok

On TikTok, advertising expenditure reached $3.8 billion in 2023, with nearly $909 million added in the first quarter of 2024. This brings TikTok’s total ad spend since January 2023 to $4.7 billion, which makes up just under 3% of all U.S. media ad revenue during this period. 

Yes, TikTok’s market share is modest. However, its impact is significant, especially in engaging dynamic and visually-oriented industries such as Media & Entertainment, Retail, Technology, Beauty, and Professional Services. Brands in these sectors alone have spent over $2.4 billion on the platform, representing 51% of TikTok’s total ad buys.

TikTok experienced significant growth in the first quarter of 2024, with spending increasing 13% from $805 million in the same quarter of 2023. Monthly increases were 18% in January, 4% in February, and 19% in March.

The top 1,000 advertisers in 2023 significantly increased their investment, spending $340 million on TikTok—up 47% year-over-year. These advertisers accounted for 37% of the $909 million spent on TikTok in the quarter. For comparison, the top 1,000 brands in digital media overall spent nearly $6.4 billion in Q1 2024, marking a 20% decrease from the previous year.

Advertising opportunity for digital media companies

In April 2024, President Joe Biden signed a law that put restrictions on TikTok in the U.S. Even though it may take a while to play out, the uncertainty alone is likely to create opportunity for digital publishers to woo advertisers seeking alternatives to the platform. The challenge is not just to capture ad dollars but also to prevent them from flowing into platforms like Meta (Instagram and Facebook) and Snapchat, which are poised to benefit from any shifts in the digital landscape. 

Here are three key takeaways for publishers to help win those migrating dollars. 

1. Embrace and promote snackable, short-form video content

TikTok’s success is largely built on its short, engaging video formats that appeal to younger audiences. Publishers should develop and showcase their own versions of these video formats that are optimized for quick consumption and designed to keep the audience coming back for more. By demonstrating the ability to produce compelling short-form content, publishers can attract brands interested in engaging the digitally native audience that thrives on quick, impactful visuals and storytelling.

2. Emphasize the advantage of brand safety

In a digital advertising landscape where brand safety continues to be a major concern, publishers have a distinct advantage over platforms like TikTok, known for their UGC which can often veer into controversial territory. Publishers should highlight their controlled environments and rigorous content standards, presenting themselves as a safer alternative for brands that want to ensure their ads are displayed in a reputable context. This is particularly persuasive for TikTok’s largest advertisers, who are likely larger brands who deeply care about their brand and its equity. 

3. Highlight the direct link between content and consumer action

TikTok has proven effective at driving sales and conversions through innovative ad formats and integrated shopping features, like TikTok Shop. Media companies should also capitalize on this trend by promoting how their content can drive consumer action. This involves showcasing success stories and case studies where advertising with them has led to measurable increases in sales or conversions. By articulating how their platforms facilitate a seamless journey from content engagement to purchase, publishers can appeal to advertisers looking for clear ROI on their ad spend.

By focusing on these strategies—leveraging formats that appeal to the TikTok audience, ensuring brand safety, and demonstrating a direct path to consumer action—publishers can effectively redirect advertising dollars to their platforms as they become available.

Advertising | Supporter Spotlight

Cloudy with a chance of innovation: reinvent the future of advertising



Google’s timeline for phasing out third-party cookies has had more push-backs than delayed flights at a snowbound airport. After several postponements became a running joke within the industry, Google made a move earlier this year to deprecate the first 1%, signaling that this time, they might actually achieve liftoff. Alas, they have announced yet another delay. 

As we navigate these changing winds, it’s critical for those of us in digital advertising to not just sit in the departure lounge. We need to take the pilot’s seat. We must steer towards innovative and sustainable cloud-based analytics solutions that ensure our industry’s longevity and compliance with ever-tightening privacy regulations.

As we ready ourselves for the final boarding call on third-party cookies, the data-driven digital advertising landscape is like an airport bustling with opportunities and challenges. Signal loss, stringent privacy laws, and changing regulations are the headwinds we face. It’s time to pilot innovative cloud-based analytics solutions that ensure profitability and compliance. Like skilled pilots, we must navigate these skies with precision and foresight, because in the digital age, stalling in the air is not an option.

Harnessing cloud infrastructure for enhanced data management

For publishers, having a deep and comprehensive understanding of their audience is crucial: It’s the jet fuel for our campaigns. Achieving this in the current digital ecosystem requires managing from a control tower approach: overseeing a vast array of data across multiple SaaS partners and vendors. 

Cloud-based analytics solutions provide scalability, flexibility, and security needed to handle any situation, allowing publishers to navigate the complexities of digital media operations smoothly. By integrating with SaaS vendors that operate within the same cloud infrastructure, publishers can enjoy streamlined processes and seamless data management across platforms. Such integrations facilitate data sharing without compromising privacy, enhancing collaborative efforts to deliver personalized and relevant advertising experiences. 

Case study: leveraging cloud-based analytics for audience insights

Consider a publisher who manages several properties and monetization strategies, from subscription-based models to ad-supported formats. By partnering with a cloud-based SaaS vendor, publishers dive into the value of their users by accessing sophisticated analytics tools that provide deep insights into behavior and preferences. This allows publishers to precisely adjust their advertising campaigns and content strategies, optimizing engagement and maximizing revenue opportunities. Effective use of these analytics can enhance user experience and drive profitability, demonstrating the substantial value of integrated, data-driven decision-making in digital publishing.

Customer 360 strategies: integrating insights for tailored offerings

In today’s fast-moving digital environment, understanding and anticipating customer preferences is crucial. It’s like predicting weather patterns for smooth flights. Implementing integrated marketing strategies that consolidate audience insights on a unified platform allows publishers to tailor their offerings more effectively. Such data-driven strategies enable publishers to not only meet the diverse needs of their audience but also attract and retain advertisers by demonstrating superior audience engagement and conversion potential. 

Embrace the cloud for future success

The digital advertising industry has some turbulence ahead, faced with significant technological and regulatory changes. By embracing cloud solutions and leveraging the expertise of integrated SaaS vendors, publishers can position themselves for success in a post-cookie world. The time to act is now—by innovating proactively, you can turn these challenges into opportunities for growth and continued success.

It’s often said that having your head in the clouds is a bad thing. However, in digital advertising, it’s exactly where you need to be. Let’s get together, and maybe find some silver linings along the way.

About the author

Manny Balbin, a seasoned veteran with over 15 years in digital media and advertising, currently shapes vision and strategy for BI products at Switchboard Software. Switchboard’s data engineering automation platform aggregates disparate data at scale in real-time for better business decisions. Prior to Switchboard, Manny led Product, Ad Technology, and Revenue Operations at Freestar, PMC, and Quantcast.

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