We're 50 days into 2019, and the year in advertising is starting to come into focus. In short, the walled gardens are eating programmatic, which is eating digital, which is eating traditional.
The IAB’s ads.txt initiative has gained rapid adoption from the biggest ad-supported websites, protecting buyers and sellers from a major source of fraud. But those same publishers appear to be leaving the door open to fraudsters by not implementing the newly-released app-ads.txt spec for their mobile apps.
Last week marked the end of Q3 earnings season, so this week marks an update to our 2018 global ad spend forecast. In short, the walled gardens continue to outpace the open internet. We’re revising up our estimates of ad spend on Google Ads, Twitter, and Snapchat, and we’re revising down our estimate of ad spend on Criteo.
We were thrilled to be invited back to the AdExchanger studio for a discussion about supply path optimization. In this 45 minute podcast, Jounce Media Founder Chris Kane and AdExchanger Executive Editor Zach Rodgers discuss techniques marketers can use to gain an information advantage and exploit pricing inefficiencies in the RTB market.
We were thrilled to participate in this week’s AdExchanger Programmatic I/O conference in New York City. Catch the replay of our “Programmatic Atlas” presentation here. In this 20 minute discussion, we introduce the complexities of RTB supply paths and suggest three strategies buyers can take to overcome this complexity and exploit programmatic pricing inefficiencies.
Since we published our 2018 digital spend forecast, we've gotten some great feedback from our readers and have also seen surprising earnings announcements. Some of this new information confirmed our projections, but some made us rethink our assumptions. And so we're making three downward revisions to our 2018 forecast.
The growing power of walled gardens isn’t all bad for the rest of the media world. Facebook, YouTube and their walled-garden peers are paving a path toward a pixel-free internet. Their obsession with user experience has made them allergic to third-party tracking pixels, and they are pioneering new methods of server-side measurement.
Walled gardens have set themselves apart from thousands of publishers across the open internet by restricting their integrations with principal programmatic technologies. Learn about the unique solutions walled gardens have adopted to meet the needs of advertisers while maintaining their high walls.