Ryan Levitt’s Post

TripleLift's DE&I report reveals gaps in digital ad spend and launches Publisher Tech Fund to support diverse-owned publishers. read more: https://lnkd.in/d5Y8PpVG Thomas Brandon | Bonin Bough | Group Black | Deva Bronson | dentsu #DEI #Advertising #Publishers #Programmatic #Digital #Adtechtoday

Most of our partner Dow Jones’s digital advertising revenue comes from direct-sold, where they see “a strong interest and continued interest” as buyers leverage their first-party data. The direct deals they see include audience-guaranteed transactions, so a programmatic guaranteed (PG) deal with an audience layered on, and PMPs with audiences with that first-party data available. Read more in the write-up of Joe Root's (Permutive's co-founder and CEO) conversation with David Minkin (Dow Jones's SVP of Digital Operations and Client Success): https://lnkd.in/ehWzN2Q9 via Digital Content Next #digitaladvertising #publishing #directsold #adtech #programmatic

AdExchanger published a few insightful pieces early this morning. Among them is from Alessandro De Zanche, with whom I share many foundational beliefs about what works (and what doesn't) in digital advertising. Among Alessandro's observations concerns publishers chasing audience scale through "interoperability" with others in the supply chain. Specifically as it relates to premium content publishers, Alessandro observes that they "... have benefited from third-party-cookie-enabled interoperability for 20 years ... during which time media owners’ revenues have consistently shrunk." Why have their revenues shrunk? Because the 3P cookie-enabled supply-chain became a commodities market. Audiences became a non-differentiated asset, equally accessible through the lowest quality MFA and the most premium, professional content publishers. Why buy premium inventory when you can reach the same audience for pennies on the dollar elsewhere? With the end nearing for the third-party identity ecosystem, premium publishers have a choice to make. They can choose to push their audiences back into the ecosystem in the name of interoperability, or they can differentiate by creating proprietary insights and distinctive 1P audience value. Alessandro and I are both advocating for the latter, and then adding a strong layer of data protection before availing those insights to the media buying side of the supply-chain.

Loved the article. Thanks for sharing. It begs the question, why such a focus on interoperability in the first place? My sense of it is that any given publisher, unless they were very large, could not scale enough to justify building capabilities to do things marketers cared about. Have a unified currency or ID space or whatever, supports more use cases. I am not arguing that is a bad thing, but if marketers, say, want retargeting, well, you kind of get to interoperability. I hope this is clear. I don’t want to spend a lot of ink laying out the argument. BTW, I have been convinced that high quality content leads to better results. No arguement. And that a good first step is to buy directly from those pubs. But going after interoperability seems to me to be a baby with the bath water kind of thing. Of course, I am self interested here, but I am all for supporting quality content.

As marketers, we all want to ensure that our ad spend is being used effectively. However, do we really know where our money goes? Many supply chains are the same, and without asking the right questions, we may never find out where the leakage is. In fact, a recent article suggests that the entire programmatic supply chain is locked in an omertà, leaving marketers in the dark. With my experience in agency trading desks, client-owned desks, in-housing, and ad tech commercial products, I've seen it all. I've been in the weeds, and I know what questions to ask. If you need help understanding where your money goes, reach out for a free consultation. If you want to take control of your contracts and demand answers to drive better outcomes, then let's innovate together. Don't let your ad spend disappear into the void. Let's work together to ensure that your money is being used effectively. DM me if you need help.

✨ Dive into the future of advertising with IAB Europe's latest report! 🌐 The year-end wrap-up and a sneak peek into 2024. Brace yourself for a data-driven rollercoaster featuring insights from key industry players 💡 📊 What sets this report apart this year ? Sustainability takes! 🌍 Over 80% of respondents are putting their bets on sustainable programmatic advertising as a strategic game-focus. Advertisers are leading the charge, with 44% emphasising its immense importance. 💪 As you embark on your Christmas commuting adventures, make sure to add this gem to your must-read list. 🎄 Elevate your industry knowledge, stay ahead of the curve, and let's shape a more sustainable future together! 🌟🤝 #programmatic #sustainabilityreporting #industryinsights #mustread 📚

Initiatives like our State of DE&I Investment in Digital Advertising make me proud to be a TripleLifter! We are not only helping to establish benchmarks and calls to action for a better future of equitable advertising, but also taking action with amazing partners like Dentsu and BOMESI! To learn more, read the attached press release: https://lnkd.in/g_XrYeUR

🚀A fresh portion of programmatic trends and stats to equip your strategy moving into 2024! 👇 Read now! https://lnkd.in/efJvkpCG #adtech #trends #publishers #contentcreation #programmaticadvertising #predictions2024

One topic that keeps making headlines in the digital media and advertising industry: made-for-advertising websites. Studies have been developed to determine what MFAs are costing advertisers, the industry has tried to define them and tech providers have tried blocking them from media buys. Despite all these efforts, a recent report from Adalytics showed that ads are still reaching MFAs. How can publishers take control of the narrative and demonstrate why they should be rewarded for their quality content? The answer: implement trust signals, especially those developed and backed by the industry. AAM’s Richard Murphy shares three trust signals designed to help publishers stand out to buyers for their commitment to quality, transparency, and accountability, and earn advertisers’ trust and business. https://hubs.li/Q02tXZ1W0 #digitalpublishers #advertising #brandsafety

Every piece of available research we have access to shows that programmatic ad tech is absolutely decimating the publishing industry by siphoning away revenue that was specifically meant for publishers and placing it on websites that provide no marketing value to the brands purchasing the advertising. Every publisher that has open programmatic installed is enabling this.