Publishers playbook for year-end revenue
As the second half of the year starts, publishers need to prepare to take advantage of Q3 and Q4 increasing ad spend. The trend of more and more dollars moving to programmatic continues, with eMarketer forecasting 90% of 2022 display dollars will be programmatic, about double what it was in 2019. While this seems like great news for sites that rely on programmatic, there are headwinds that need to be managed in order to grab…
Is Brand Safety Racist?
Every year the Adops person at a publisher goes through tackling the latest ad tech trends in the advertising industry. Whether it was creating viewable inventory on your site, managing GDPR/CCPA compliance, figuring out IVT and now the latest trend, is your site/content brand safe? Advertisers also talk about investing in Black or BIPOC media but based on Brand Safety rules these “black lists” now more appropriately termed negative keyword lists, are hurting minority publishers…
How Publishers Can Stop Wasting Money on Ad Tech
I’m going to take you on a little trip back in time. Because sometimes, we need to look at where we’ve been to see where we’re going. During the Wild West days of the Internet, blog sites now referred to as publishers, became all the rage. Big advertiser dollars were spent to reach the highly engaged user consuming all of this blog content. Companies like Federated Media, Say Media or Blogher did the job of…