Tagged: publishers

Header Bidding in 5 Charts

The way publishers and advertisers approach programmatic has changed significantly since header bidding debuted. Although certain iterations of header bidding can make it easier for vendors to hide pricing tricks, ad operations professionals seem optimistic about header bidding’s ability to bring greater transparency and ad quality to the space. Read More: www.emarketer.com

WSJ buys into weak methodology.

BEHAVIORAL AD TARGETING NOT PAYING OFF FOR PUBLISHERS, STUDY SUGGESTS: In one of the first empirical studies of the impacts of behaviorally targeted advertising on online publishers’ revenue, researchers at the University of Minnesota, University of California, Irvine, and Carnegie Mellon University suggest publishers only get about 4% more revenue for an ad impression that has a cookie enabled than for one that doesn’t. The shift toward behavioral targeting has come along with two other trends: the emergence of the Google- Facebook duopoly, which in 2018 accounted for 58% of U.S. digital ad spending, according to eMarketer Inc.; and the stalling of digital display ad revenue growth for many digital publishers. Read More: www.wsj.com

Digiday Research: GDPR has reduced programmatic revenues for a third of European publishers

The E.U.’s General Data Protection Regulation hasn’t derailed programmatic online advertising as some had feared, but 32 percent of European publishers surveyed by at the Digiday Publishing Summit in Barcelona this October said that it’s had a negative impact on their programmatic revenues. Source: https://digiday.com/media/digiday-research-gdpr-programmatic-revenues/?utm_medium=email