In the face of third party deprecation & privacy shifts, publishers globally are focusing on how they can safeguard their revenue and monetisation strategies. Subscriptions have become a key focus for growth, but with advertising growing at record levels and the growing influence of first and zero party data it’s clear that user choice has …
Strong ad revenue reports According to AA/Warc, UK adspend will hit £29.3bn in 2021 – 24.8% up year-over-year – with Q4 representing a record high for any quarter on record at £7.9bn. All areas saw strong recovery in Q2 2021 with some key digital highlights including video-on-demand (112% up YoY), online magazines (155.5% up), and …
A retort to Scott Galloway’s digital ad takedown After Scott Galloway’s brutal analysis of digital advertising – calling it Carcinogenic and predicting its collapse – we had a retort from Business Insiders’s Mike Shields in which he explains why Galloway is wrong. Whilst Shields agrees with Galloway on the issues within the market – such …
The Independent focus on retail media, Video and newsletters As well as expecting a 30% increase in revenue, UK-news giant The Independent is investing in ecommerce, TV and audience targeting – highlighting 3 key areas for publishers. For instance; IndyBest offers a range of product reviews and links to buy, and Independent TV offers a …
Facebook outages & whistleblowing could mean opportunities for publishers Whilst Facebook may be left counting the costs of a pretty tough week (e.g. $79m ad revenue loss, billions wiped from its value and huge brand damage), publishers should see the opportunity in Facebook’s woes. Firstly, Facebook was down for 6 hours on Monday 4th October, …
Carbon, the first-of-its-kind revenue management platform, has announced a new strategic alliance with Xandr, AT&T’s advanced advertising company, to leverage Xandr Curate for improved audience deliverability and monetisation. Carbon combines automated categorisation and a scored data taxonomy with real-time revenue analytics to uncover unique first party audiences. This new alliance will enable publishers to activate …
Programmatic CTV spend on the rise The CTV space continues to innovate and grow, and according to Xandr 57% of advertisers will spend more on addressable TV over the next 12 months across major markets. Furthermore, according to eMarketer advertisers are expected to increase their CTV ad spending in the US by 48% year-on-year to …
Apple’s growing influence over ad dollars Digiday asked the question this week “Is Apple making a land grab for media dollars?” with new ad spaces and privacy tools just some of the indicating factors. ATT, for instance, is great for privacy but with less people consenting to being “tracked” then it pushes app publishers to …
Reduced urgency in cookieless Digiday revealed that a number of publishers are feeling a lack of cookieless momentum as advertisers pull back on testing budgets following the Google delay. This slowing momentum and industry wide fragmentation is leaving some publishers divided on what to do in the cookieless future. In his AdWeek article, Mark Stenberg …
Growing CTV opportunity In the US, an estimated $13.4bn will be spent on CTV ads this year (up 48% YoY), with $6.7bn of that being purchased programmatically. There’s a great timeline of 2021 CTV innovation on TheDrum covering everything from the pandemic-driven rise of ad-supported streaming and video on-demand, and the growing interest of Smart …