Missed our panel on diverse-owned media with Infillion and Mirror Digital at Cannes? Our CMO, Lori Goode, discussed how programmatic can address today’s challenges, emphasizing the need for more transparency and efficiency to support diverse voices. “Diverse-owned media often does not have the traffic scale to make their publishing work, and so they buy traffic from other publishers like Facebook in order to get more traffic to their sites. We need to get transparency right, we need to get clear expectations, and we need to make programmatic well-lit and efficient.” Get the full recap here: https://lnkd.in/eWsS_P2a
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LinkedIn’s Wire Program — a program that enables media companies to sell 3- to 15-second-long pre-roll ads on their editorial video — is launching its beta test phase today. Barron's, Bloomberg, Business Insider, Forbes, MarketWatch, NBCUniversal, Reuters, The Wall Street Journal and Yahoo Finance are among the publishers taking part in the program, having signed on between last fall and April to start pitching advertisers prior to its launch this month. The Wire Program is part of LinkedIn’s larger investment into news. It will launch internationally, but without EU targeting. The test period over the past several months has yielded ad revenue for some of the publishers. Prior to its launch in beta, execs from Bloomberg, Reuters, Forbes and The Wall Street Journal all said they sold ads through the program, signing on anywhere from three to 35 clients. There are no concrete plans at the moment for when the Wire Program will open up to more publishers. #linkedin Read more: https://buff.ly/45iPBG4
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MediaPost took a deeper dive into why Underdog Media saw such a significant increase in revenue with 33Across Inc.'s Lexicon from Paul Bell. "It’s worth noting that the real definition of addressability for demand is not just if there is an ID in the bid request but that the ID or identifiers being passed actually mean something to the DSP/bidder, Once the bid request becomes a ‘known’ user, Underdog Media’s high-impact creative and publisher domains provide the remaining ingredients to drive cookie-like demand behavior.” https://lnkd.in/enMChYFx
Underdog Media Monetized Unaddressable Ad Supply With 33Across Lexicon
mediapost.com
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It's time to level up our standards in the digital media landscape, and Omnicom Media Group is taking the lead. We're introducing a series of partnerships and alliances under our Council for Accountability and Standards in Advertising (CASA) to help advertisers answer these 5 questions: 1️⃣ Can I control where my brand will appear? 2️⃣ Can I confirm where my brand ran? 3️⃣ Does the platform monitor and report adjacency? 4️⃣ Does the platform enforce adjacency policies? 5️⃣ Does the platform ensure age-appropriate content? Get the scoop on what to expect here: https://lnkd.in/eA-fgdA7
Omnicom Media Group tackles standards across the media spectrum, starting with social
digiday.com
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Black-owned publishers are rewriting the rules of the publishing game. And we’re proud to be a champion of the change. 💪🏾 Damian Benders, our general manager of B Code, spoke with Adweek’s Mark Stenberg about the new Black media collective model—and how we’re prioritizing collaboration and tech support to help Black-owned publishers secure the largest and most competitive brand ad budgets. 💰 “Programmatic advertising is attracting hundreds of millions of dollars in ad spend in seconds, and if you’re not in a position to tap into that, the dollars don’t flow your way,” Damian shared. “At the end of the day, brands are trying to sell their product efficiently, and scale matters.” Part of the solution is having the right technical infrastructure in place 📈: We were able to increase the top-line revenue of B Code members 100% last year by integrating publishers’ back-end technology into our proprietary platform. Click below to read more about our mission to rethink the traditional models in multicultural #advertising and help Black-owned publishers tap into larger, direct ad buys ⬇️ https://bit.ly/45Y7vwi
A New Cohort of Black Media Collectives Is Here
adweek.com
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"This mode of engagement, where readers spend minutes—not mere seconds—immersing themselves in our content, speaks volumes about the value we offer advertisers." I dive deep into why independent publishers and news platforms represent a critical opportunity for advertisers today. As the co-founder of Man of Many, I've seen firsthand the unique value these entities bring to the table, far beyond traditional ad placements. Despite Australians spending 64% of their online time on the open internet, these platforms only account for only 33% of ad budgets. (source: The Trade Desk Survey - 2023) We're not just another ad space; we're a trusted voice in a crowded digital world, offering credibility, quality content, and a deeply engaged audience. In an era where brand safety and meaningful connections are paramount, aligning with digital publishers is not just a choice but a strategic imperative for agencies and advertisers looking for true impact. Mumbrella #Media #Advertising #IndependentPublishing #Engagement #ManofMany
The case for investing in independent publishers and news media
https://mumbrella.com.au
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What is the future of ad funded media? …………. Campaign Magazine UK are asking, AND answering the 10 Big Questions, which they say are set to define the future of the ad industry. Number 3 is “Is There Any Future in Ad Funded Media?” Perhaps the Ad-averse would love to hear that is it a resounding NO? The reality is that without ad spend, quality entertainment will become a thing of the past. There is already a dilution of quality, as the market wants to consume faster and more frequent content. So what does the Campaign article say? I have linked to the article in the comments. It is a subscription service (the irony being that you can read it if you pay for it, because it is not ad funded. So I’ll summarise…. Broadcasters insist that the drop in TV linear viewing is not as bad as it is feared. (Connect or Follow me for more on this in the week, where I’ll talk about how TV has remodelled itself in line with viewing habits.) TV is still a must watch for live and primary viewing like sports, Premier League, Formula 1 etc. Though digital revenues represent an ever increasing proportion of ad spend, according to Advertising Association / Warc. So Advertisers have more choice than ever, and as a result media owners (platforms) have been diversifying their revenue streams with subscription and events. Facebook, Instagram, Snapchat are predominantly ad funded but they offer a different form of entertainment - a quick fix, not high end content. There is a certain addiction element which will keep people coming back for more. Imogen Fox, Chief Advertising Officer at The Guardian says it’s all about balance. And Damien Reeve, Chief Executive of Ozone, which facilitates programmatic advertising for publishers agrees. He says: “You don’t really want to be trashing your media brand, with a whole lot of paid-for-media. It has to be balanced with the sort of stuff that people want to read.” [consume]. So media owners need to be seen to be offering value in 2 ways. With freely accessible media or programming (i.e. ad funded), balanced with a healthy quota of quality content. Solely ad funded media isn't an option any more but it is still a key to success. Mixed revenue models have helped the Guardian and Sky grow in recent years. Conclusion: What does this mean? For brands good news. There is more choice not less, and it's recognised quality content is needed to align with, to capture audience attention. For audiences, we may see a decline in the ad revenue model, but this may mean that subscription services come into play more, and you pay out of your own pocket. And for media owners, it is clear that the key to future success is a mixed revenue model, with emphasis on digital as well as above the line media. …….. Connect or Follow for more info on brand advertising and video / TV marketing. #media #video #tv #advertising #adfunded #tvmentor https://lnkd.in/ecQtWQwT
Is there any future for ad-funded media?
campaignlive.co.uk
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Only 36 cents of every dollar that enters a DSP actually finds its way to the consumer, with the rest consumed by ad-tech fees and wasted on impressions on low quality media, including made-for-advertising sites, invalid traffic, non-viewable and non-measurable inventory, according to the Association of National Advertiser Programmatic media supply chain transparency report, which came out today. Plus, media quality and media price were not found to be correlated. Waste continues to be a theme in programmatic. With thanks to Bill Duggan, Robert Webster and Chris Kane https://lnkd.in/djx-E9gy
Only One-Third of Every Programmatic Dollar Reaches End-User, ANA Report Finds
adweek.com
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With most #digital #ad #spend (around 90%) going toward #programmatic formats, #political ad spend’s move to digital is a move to programmatic, says EMARKETER. How programmatic political ads will impact the ad ecosystem from CTV to social media and more https://ow.ly/4FY250S9cBX
How programmatic political ads will impact the ad ecosystem from CTV to social media and more
emarketer.com
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📺 A crumbling #advertising market has added to uncertainty for many media, with dwindling revenue and increased competition from #bigtech forcing some difficult decisions at public broadcasters. The difficulties brought about by haemorrhaging advertising revenue are largely viewed as a problem for private media, where it is seen as an existential threat. But outside of a few countries, many public service broadcasters also rely on commercial revenue for their operations. It’s also forcing conversations about how public media should be funded – whether it should be entirely by the state or some kind of levy – and what shape #publicmedia should take in the #digital age. Read our analysis 👇 https://lnkd.in/e-Gse7ku
Crumbling advertising market piles on the pressure - Public Media Alliance
https://www.publicmediaalliance.org
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