Tagged: publisher

Trend: Skip All Middlemen – pub to advertiser is the future.

ADVERTISING AGITATED: MARKET’S IN TROUBLE AS BRANDS AND PUBLISHERS SQUEEZE SERVICES: Current technology trends in the advertising industry promise to provide more revenues for publishers, substantial cost savings to the big brands – the advertisers, and greater data transparency – but at a disruptive cost. Programmatic advertising is a problem for publishers because it tracks the user and not the content of the publication. Read More: www.zdnet.com

Does Behavioral Targeting Make Publishers More Money?

Does behavioral targeting make publishers more money? That’s a huge question with many potential ramifications, most significantly the conversations about government regulation of user tracking. There has been tremendous change in the industry over the last three years, including Safari’s Intelligent Tracking Prevention, the EU’s General Data Protection Regulation, the migration to first-price auctions, overall programmatic growth of more than 50%, the rise of header bidding, exchange bidding and countless other shifts that impact cookies, targeting and demand. Read More: adexchanger.com

Private Marketplace Ad Spend To Soon Exceed Open Exchanges

Open exchanges are public real-time bidding auctions that are open to all buyers and sellers. In short, PMPs can act as an effective midway point between open exchanges and traditional, direct ad buys on premium publisher sites – coupled with the scalability and cost-efficiency offered by programmatic ad buying. Read More: www.marketingcharts.com

Consolidating the supply chain, tech tax should expedite payments with fewer middlemen

ACCOUNTS RECEIVABLE TACKLES DIGITAL ADVERTISING: Despite these massive overhauls in advertising technology, the way advertisers pay publishers remains largely stuck in the past, according to Good Life Networks Founder and CEO Jesse Dylan, and Vice President of Technology Chris Bradley. The advertising industry is, of course, not the only sector struggling with delayed payments and accounts receivable bottlenecks. Read More: www.pymnts.com

Adtech is too “open”, human error prone, so save itself.

ADS.TXT COULD SAVE AD TECH-IF IT WASN’T SO CONVOLUTED: Txt to see which ad networks are keeping the lights on for publishers across the internet-and that includes some of the most controversial corners. Publishers are at the end of the Rube Goldberg machine that is the ad-tech supply chain, earning pennies on the dollar for the ads they choose to run, explained Charles Cantu, founder of programmatic platform Reset Digital. Read More: www.adweek.com