Concerns vs. Reality

Free Press

AI doesn’t inherently threaten the concept of a free press. The fundamental right to publish and express opinions remains intact; what changes is the audience size. AI may reduce the frequency of people consuming traditional news sources, but the essence of a free press persists. If people visit 50% less and 50% of sites shut down, enough sites will still cover every important aspect. Before the internet, we consumed news via television, newspapers, and radio, with fewer options, yet the concept of a free press was as strong.

Job Losses and Historical Context

The fear of job losses due to AI is real but mirrors fears from past technological advancements, fears that ended up not materializing in most cases. In the 18th century, 80% of the world’s population worked in agriculture. Today, that number is around 5%, yet we don’t face 75% unemployment. Technological improvements in agriculture freed up labor for more productive and diverse occupations.

While the farmer’s concern about world famine was genuine, it stemmed from self-interest bias. Today, the publishing and advertising industry’s fears about AI could be similarly biased, rooted in the desire to preserve the status quo.

Even if the free press remains intact and job losses ultimately add efficiency to the market, there is a larger concern.

Content Discovery vs. Definitive Answers

Progress is driven by the continuous exchange of ideas. Millions contribute to this process, with evolution and innovation created by passing ideas back and forth. To exchange ideas, one needs to be exposed to ideas, adopt opinions, and discuss.

AI provides a single, definitive response, hindering the natural discovery process we’re accustomed to. We often discover new content without realizing it, like reading various menus in restaurants over the years versus asking an AI for a single recommendation. While an AI’s answer might be convenient, over time, we learn more about food by reading menus, trying new things, even dishes we didn’t like. This process of discovery and experimentation helps us evolve in ways that wouldn’t happen in a one-answer world. The same context applies to discovering things on the web.

Search Engines

Search engines encourage users to explore multiple sources. On average, users visit 2-3 websites per search before finding the information they need. When including refinements and modifications to the search query, this number increases, potentially visiting 4-6 websites in total.

A personal experience with cocktail making: I used to search for recipes on Google, exploring multiple links. Some sites would add unique suggestions for upgrading a Margarita or an Old Fashioned. I evolved. Lately, I’ve been relying on ChatGPT and got a single, definitive recipe. While the cocktails are still great, my learning and creativity have plateaued. The shift from discovery to passive consumption limited my personal growth; I explore less than I used to.

When you apply the same concept to everything we are searching for, not just cocktails,relying on a single, definitive source as a means of gathering information prevents you from learning, testing, and adopting independent opinions. The less people discover content, the slower new ideas will be assimilated.

Discovery Within Websites

Websites are built for discovery. You go on a news site to learn the latest news about local politics, and while scrolling the homepage, you get exposed to news about climate change, celebrity gossip, the latest in sports, and so much more. The most successful sites are those that have perfected keeping their users reading and discovering more.

The same applies to almost every category. Surfing a recipe site to get one recipe, you get exposed to others. You might not cook those other recipes right away, but for those who love cooking, they save it, try later, or just learn something new.

The internet, whether it’s search engines or sites, is built around helping users discover more and more content. As they discover more content, opinions are shaped, skills improved, and ideas developed.

Frequency

The first time I heard about climate change, I wasn’t really bothered. It took a lot of time for my mind to digest the threat. The pace of change is related to frequency—how often and how many times I was exposed.

When addressing frequency from a content discovery point of view, it’s more than just repeating the message; exposure alone isn’t enough. Users need to spend real time consuming it, and that requires effort. Let’s look at this article as an example:

• The Writer Matters: Most people didn’t make it to this part; some left because they don’t relate to my writing style. The same people, hearing the same opinion from someone they enjoy reading, would have read everything and maybe adopted some ideas I shared. Different people saying the same things differently result in more readers digesting new information.
• Timing Matters: To read this article, you have to spend a lot of time, meaning if I “met” you at the wrong time, you wouldn’t. If others share the same content repeatedly, the chances of many writers “meeting” you at the right time will increase, resulting in more people reading this perspective.
• Counterargument: Many of you might not agree with me; some might want to prove me wrong by writing a counterargument. By doing so, they add another layer to the discussion. Fewer people discovering content will result in fewer pushbacks and counterarguments.

The Importance of Publishing

As sites receive less traffic, people will discover content less frequently, diminishing the crucial repetitive effect needed to drive any message. Additionally, we lose the diversity of people reading the same message in different styles, leading to fewer counterarguments and debates as exposure decreases.

AI as Counter-Technology to Historical Advancements

Technological advancements have historically helped people discover more information. Long ago, there was usually one source: a king, Church, or Rabbi, allowing only one point of view. New ideas took a long time to emerge. Newspapers provided 2-3 different points of view daily. Then came radio and TV, offering 10-15, and later, hundreds of channels and opinions in real-time. The internet allowed us to discover much more, giving access to multiple perspectives. Each new technology cannibalized old ones by being more efficient in exposing information. The internet replaced newspapers with easier access to content. Smartphones made it even easier than desktops. Every advancement resulted in more information, advancements equaled quantity.

AI, in the context of spreading information, does exactly the opposite. For the first time ever, we have a tech advancement that reduces the amount of information people will be exposed to. This is a huge setback; as people discover fewer opinions, we revert to historical times when there was one source of information. If AI existed long ago, its modules would be trained according to the available information at that time and would answer things like:

• Women shouldn’t vote because they don’t have the same IQ as men.
• Blacks were created to serve whites.
• Gay people shouldn’t be accepted in our society.

And like old times, we risk making new ideas surface harder and less frequently. You can’t debate the king, you can’t debate God (pope, rabbi), and you can’t debate AI. Stagnation in human progress is the risk we are facing.

The State of Publishing and Progress

The free press is not in existential danger. Even if half of all news sites lost traffic or closed, sufficient coverage would still exist, maintaining the legal right to criticize the government or anyone else. However, the state of publishing reflects global discovery and learning, from cocktail tips to diverse news perspectives. Reduced exposure to varied opinions can slow human progress and innovation.

The number of active content sites and related jobs can be perceived as some kind of measurement tool to how much new information people are accessing. Each site, even small ones, represents individuals searching, reading, and learning. Every site that shuts down signifies a shift towards passive consumption of fixed answers.

While definitive answers offer convenience, AI must enhance our pursuit of knowledge, not limit it. The state of publishing is our crystal ball, predicting the pace of future progress. A healthy publishing industry, with thriving publishers, signifies a brighter future, not just for those working in publishing and advertising.

The post From Discovery to Stagnation: AI is Shaping the Future of Publishing appeared first on Primis.

Publishers hold immense power and influence. When they push a narrative, it quickly becomes the talk of the town. When many publishers align on the same agenda, the impact is huge.

Over the last decade, mainstream news sites, general interest magazines, financial journals, and TV channels have extensively covered internet privacy. Everyone loves going after giants, and attacking big platforms like Google brings traffic. Additionally, privacy issues are closely tied to the publishing world, leading to biased decision-making regarding the topic’s importance. In my opinion, the topic, though important, received more attention than its actual impact warranted and experienced overcoverage.

This surge in privacy-related content amplified users’ concerns, leading to significant industry shifts as users worldwide demanded more privacy. This pressure led companies like Apple, Mozilla, and others to eliminate third-party cookies from their browsers. It also made Google contemplate doing the same with Chrome.

Browser Market Share

Chrome’s market share has seen a year-over-year decline. While some of this decline can be attributed to the natural growth of Safari, driven by the increasing popularity of Apple devices, in my opinion, privacy concerns have also eroded Chrome’s user base. This is evident when examining Chrome’s shrinking market share on non-Apple devices. The market share of browsers like Brave and DuckDuckGo climbing from 0% to 2.7% further highlights the increasing user demand for enhanced privacy features.

While Chrome is a free product, Chrome users are valuable to Google, and losing users directly impacts Google’s revenue.

Legislation and Regulation Heat

Simultaneously, legislators, seeing the demand for privacy, stepped in and created regulations like GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act). More countries, such as Brazil with its LGPD (Lei Geral de Proteção de Dados) and Canada with its PIPEDA (Personal Information Protection and Electronic Documents Act), are adding their own regulations. Additionally, more U.S. states, including New York, Virginia, and Colorado, are enacting their own privacy laws. These regulations further pressured companies, including Google, to prioritize user privacy.

Moreover, Google has faced additional legislative pressure regarding privacy issues, with various governments scrutinizing their data collection and usage practices. This has led to investigations and fines in several jurisdictions, pushing Google to adopt more stringent privacy measures to comply with the evolving regulatory landscape.

Show me the incentive and I’ll show you the outcome.” – Charlie Munger

Google is between a rock and a hard place, stuck between two powerful incentives. On one hand, they are losing browser market share and facing increased scrutiny from users and legislators demanding better privacy protections. On the other hand, they have a significant stake in the advertising world and the substantial revenue associated with it. This dual pressure explains why, unlike other browsers, Google has been seeking a solution that would eliminate cookies without significantly harming advertisers.

Earlier this week, Google announced their decision to halt their plans to kill third-party cookies. It seems that the revenue from online advertising presented a more substantial incentive than the potential market share loss from not aligning with other browsers in eliminating cookies. This decision highlights the challenging balance Google must strike between adhering to privacy demands and maintaining its advertising revenue.

Overreaction and Self-Responsibility

The immense pressure from publishers’ coverage led people globally to demand more privacy. Google capitulated to this pressure, only to be blamed by the same publishers for wanting to harm them. Google did not want to kill cookies; they caved to the demands. If publishers apply too much pressure again, the cycle will repeat. This time, however, Google might not be able to backtrack. Excessive pressure could lead to more stringent regulations, reduced innovation, and a less balanced digital ecosystem.

Unlike the clickbaity article titles suggest, I believe privacy is important and should be covered. However, publishers should be mindful that overcoverage can unintentionally cause overreaction. They must ensure they don’t give this topic more share of voice than it deserves, whether due to bias towards a topic associated with the publishing world or because of the allure of attacking big tech giants.

It’s crucial for all stakeholders to consider the long-term implications of their actions and strive for a balanced approach that addresses privacy concerns without stifling progress or disproportionately targeting specific entities. Responsible coverage is key to maintaining a balanced and informed public discourse.

The post Publishers – Shut Up This Time, or Don’t Blame Google Next Time appeared first on Primis.

What is Probabilistic Data?

The probabilistic approach is derived from predictive algorithms and patterns. An ID is created per user based on gathering information – whether it be from an IP address, user agent, or other machine-learning techniques. 

This data becomes a great, overarching analysis of performance marketing and large-scale representations. Optimizing budgets based on these data points can give brands close projections of future trends. A strong contextual user journey profile can be built with probabilistic, looking at all of the information as pieces of a puzzle and building a global perspective.

Probabilistic vs. Deterministic

Deterministic data models are very popular amongst marketers at the moment. This approach relies heavily on user input data. Based on first-party data, this method allows marketers to paint a precise user analysis. The problem here is scalability. While deterministic is usually more accurate and offers authentic, quality data, it can’t be counted on to weather the post-cookies storm. 

Depending on the chosen browsers and OS, probabilistic corrects the major scale issues that deterministic faces. This is because certain environments will hold onto data such as IP and user addresses when they are available. Most larger identifiers use probabilistic data when deterministic is unavailable, making it indispensable.

Probabilistic will most likely outlive deterministic going forward, but in the meantime, using a mix of both will be most fruitful. 

Propelling Us into the Unknown

Probabilistic methods are (probably) the answer for successful targeting and advertising practices in the future. It’s important to remember that ad tech is only beginning when it comes to navigating this changing environment. Technological advancement can only continue to raise the bar for these identity solutions, but at the moment, there are not quite enough tools.

In order to reach the same or even near results as the standard before cookie deprecation, innovation will have to make leaps and bounds. With the unknown ahead of us, the best thing for publishers and marketers to do is brace themselves using everything available to them now and continue to look out for new solutions to come. Read our latest white paper to learn more about the tips you’ll need to excel in the cookie-free future.

The post The Answer is Probably Probabilistic appeared first on Primis.

Identity and privacy are taking center stage as Google begins phasing out third-party cookies. That means the long-awaited cookie-deprecation is finally becoming a reality after years and years of promises and rumors. Although the ad tech industry is sure to face challenges on the horizon, there are also great opportunities to come — especially for publishers.

Data is Power

Post-cookie environments open the doors to new power shifts. The sell side has the ability to take control and position itself at a critical point when it comes to the market for data. Being the experts on their own audiences and the holders of first-party data, publishers have a chance to maximize this industry-wide change, but they will have to play their cards right.

Considering different data models, such as probabilistic or deterministic data, and finding the right mix of these solutions will be key. While deterministic targeting has gained popularity, scalability will be challenging for this model. On the other hand, probabilistic data has the potential to play a key role in overcoming cookie deprecation. Read more about different data solutions in our latest white paper, Beyond the Crumble: Thriving in the Cookie-Free Future.

Strides in Solutions

What’s important for publishers to consider is that they are not alone in this. Identity solutions have come a long way in the last decade, and reliable partnerships can help elevate targeted advertising, despite the loss of third-party data. Choosing the right partnerships is crucial. Identity solution partners that emphasize data quality control and transparency, among other key factors, will take audience segmentation to the next level. 

After a significant drop in RPM when losing third-party data in IOS, Primis found a 60% uplift using an identity solution that worked. Using this as an indicator for Chrome environments in the coming future, it’s clear that trusted partners make a profound difference.

For a deeper dive into future-proofing opportunities in the privacy-first era, check out our latest white paper.

The post Future-Proofing Opportunities in the Era of Privacy appeared first on Primis.

It’s important to optimize your video content for search engines in order to get the best results. Keep in mind your video player technology needs to be SEO-friendly as well; having a player that is fast to load is crucial for successful optimization. Let’s dive into the world of video SEO. 

1. Keyword Research: The Secret Sauce of VSEO

Just like with text-based content, keyword research is the secret sauce of VSEO (video SEO). It’s all about understanding what your audience is searching for and how you can provide the most relevant content. Tools like Google’s Keyword Planner, SEMrush, and Ahrefs can help you identify popular keywords in your niche. But remember, you’re not just looking for any high-ranking keywords, but those that are specifically relevant to your video content and audience. When it comes to keywords, sometimes the more specific the better! Long-tail keywords are a good way to increase your chances of a better ranking.

2. Mastering Video Titles and Descriptions

Once you’ve identified your keywords, it’s time to weave them into your video titles and descriptions. Titles should be engaging, relevant, and include your primary keyword. Recent research indicates that approximately one-third of top-ranking videos feature descriptions that fall within the range of 101 to 249 words. The description is where you can provide more detailed information about the video, include secondary keywords, and link back to relevant content on your site.

3. Harnessing the Power of Video Tags

Video tags offer another opportunity to tell search engines what your video is about. These should include target keywords and related terms. Remember, relevance is key here. Irrelevant tags can harm your SEO efforts.

4. Transcribing Videos for Better SEO

Search engines can’t watch videos, but they can read text. Transcribing your video content allows search engines to understand your content better, improving your visibility in search results. Plus, transcriptions improve accessibility, providing a better user experience.

5. Implementing Schema Markup for Enhanced SEO

Schema markup is a form of microdata that helps search engines understand your content. For videos, schema markup can include information like the title, description, duration, and thumbnail. Google provides a detailed guide on how to use schema markup for videos.

6. Creating a Video Sitemap for Better Indexing

A video sitemap provides search engines with additional information about your videos. This can include details like the running time, category, and age appropriateness rating. Google has a helpful guide on creating video sitemaps. Additionally, it is important to make sure the videos are embedded on relevant pages to support the content’s topic.

7. Prioritizing User Experience in SEO

Finally, remember that SEO isn’t just about pleasing search engines; it’s also about providing a great user experience. This means playing high-quality videos that provide value to your audience, and ensuring your site is easy to navigate.

By rolling up your sleeves and putting these best practices to work, you’re setting yourself up for success. Boost your video SEO, connect with more people, and create a user experience that keeps them coming back for more. Happy optimizing!

The post Video SEO: Best Practices for Publishers appeared first on Primis.

But, in practice, ads.txt has proven difficult for publishers to manage and maintain, leading to outdated and inaccurate entries and misrepresentations of reseller relationships.

The current model for ads.txt isn’t helping the industry understand how publishers are working with sellers and resellers. Instead, to improve transparency into these relationships, we need an ads.txt version 2.0 that uses the JSON notation instead.

Ads.txt Introduces Unnecessary Complexity

When ads.txt was launched in 2017, our industry wasn’t as transparent as it is now. Instead of publishers declaring sellers, ads.txt required them to declare exchanges and seat IDs.

As a result, the ads.txt structure looks like this:

Advertising system, sellerID, relationship

For example, an ads.txt entry for PubMatic might look like this:

pubmatic.com, 123456, reseller

But it is challenging for publishers to understand what the IDs stand for and who they authorize to sell their inventory, which creates confusion.

According to Jounce Media, the average publisher in the top 10K cohort authorized 205 supply paths in early 2020. By late 2022, that average tripled to 622, and it continues to grow.

According to Primis’ Sellers.guide, the average publisher lists 69 sellers in ads.txt, while claiming to work with just 20 sellers. And publishers average about 26 companies in their ads.txt file that claim to be “direct” sellers. This lack of clarity leaves buyers at risk of uncertainty.

Looking to Sellers.json

To improve transparency into reseller relationships, we need an ads.txt version 2.0 that uses the JSON notation instead.

In a post-sellers.json world, we can build better ads.txt protocols to improve efficiency and transparency. For example, a seller’s entry could look like this:

{

“seller_name” : “sellerX.com”,

“relationship” : “reseller”,

{“paths” : [“google.com”, “openx.com”, “pubmatic.com”, “rubiconproject.com”, “triplelift.com”]}

}

The IDs will be mapped by DSPs and ad tech platforms. A DSP will need to look up sellerX.com in the sellers.json files of those platforms, save the ID and know that when they get an ad request from OpenX via seat ID 12345678, it is coming from sellerX.com acting as a reseller.

Publishers would have a window into seeing who really has access to sell their inventory, which will help protect them from hidden sellers and misrepresented relationships.

With this proposed approach, publishers will no longer need to use 622 ads.txt lines to represent 69 sellers. They would only need to maintain an ads.txt file with 69 lines – one for each seller.

And there are other benefits as well. Having 69 lines with sellers’ names attached to them, instead of over 600, will make removing sellers easier for publishers.

Additionally, if a company wants to piggyback on another company’s lines, it will be easier for a publisher to notice and ask SellerX why they are sending ads.txt lines for SellerY.

Today, different exchanges often use different names for the same company. But a new ads.txt model that uses sellers.json’s naming method will eradicate this problem.

A Better Framework for All 

Publishers often don’t have the tools or resources to effectively manage reseller relationships in a complex, highly technical setting. By allowing publishers to name companies instead of exchanges and seat IDs, we pass much of the technical responsibility of managing these relationships to ad tech companies that are more equipped to handle them.

Changing the infrastructure of ads.txt is extremely challenging and will require an industrywide commitment. But a big, one-time investment that results in better efficiency and trust for years may be worth it.

Previously published on AdExchanger’s “The Sell Sider” column. See the original publication here.

The post For Transparency Into Resellers, Ads.txt Needs To Be More Like Sellers.json appeared first on Primis.

Brand Awareness Campaigns

Brand awareness campaigns are aimed at increasing advertiser brand visibility and when it comes to video campaigns they are usually a marketers’ greatest asset. They prioritize high viewability rates, extensive reach, impressive completion rates, and favorable ROI. While video campaigns can definitely be effective for performance marketing, their main target is effectively connecting with specific audiences. Marketers use this as top-of-the-funnel marketing, to create demand that they’ll want to use other methods to collect later on down the line. Publishers should always keep in mind their marketers’ wants and needs when measuring the success of their direct sales deals. Publishers looking to get the most out of their video content should always think about the following key performance indicators (KPIs) that pertain to these campaigns. 

KPIs to Keep in Mind

Viewability

The proper placement of the video player on web pages ensures maximum visibility, which is crucial for effective video advertising. Strategic positioning, coupled with high-quality content, keep users engaged and the video player in sight. Also worth noting is that short-form videos capture the most attention, with two-thirds of consumers paying more attention to them than long-form videos.

Completion Rates

Completion rates reflect the percentage of viewers who watch the entire video, and higher completion rates are achieved when shorter videos captivate and hold viewers’ attention. Implementing floating or sticky video units that follow users as they scroll can dramatically boost completion rates, ensuring continuous engagement all the way through. Contextual matching can also help increase completion rates. 

The Right Audience

In video advertising, knowing your audience is akin to having a compass that guides you in the right direction. Signaling, or effective communication of audience characteristics to buyers, is crucial. By collecting audience information and leveraging first-party data, publishers can create robust contextual plans that capture the right people’s attention at the right time. To boost video conversions, create resonating content that aligns with your target audience. Leverage customer personas, gather feedback, and utilize social media, email, and your website to understand their preferences. Tailor your videos accordingly for increased engagement and KPIs.

Scale and Quality

Many top-tier publishers boast premium video content, but producing high-quality videos for every page can pose limitations. Consumers express their desire for more video content from businesses and brands they purchase from, with 91% of consumers stating they want to see more video content from brands. While maintaining quality is essential, publishers can strike a balance between quantity and quality by utilizing partnership solutions that offer technology alongside a great content library. Using a video player to run your existing content on more of your pages, when relevant, will also give you significant reach capabilities, maximizing your content’s exposure. These units provide engaging video experiences that seamlessly integrate into the page, satisfying advertisers’ needs for an attentive and captivated audience.

Direct Sales = Premium Experience

Direct sales provide exclusive access and advantages in video advertising, enabling publishers to increase revenue and efficiency. By going direct, publishers enjoy higher prices and enhanced operations, resulting in less waste, lower carbon emissions, and reduced fraud. Buyers may gain a ‘first look’ advantage, leading to more views and engagement.

In a recent survey, 6.2% of digital video advertising buyers planned to purchase more than 81% of their ads directly, showcasing a rising preference for buyer-to-publisher transactions. These survey results shed light on the dynamic nature of digital video advertising and the varied strategies advertisers are embracing.

Secure Your Place

As the video advertising industry evolves, direct sales, open marketplace (OMP), and private marketplace (PMP) models have emerged at the forefront. All methods of creating deals have their place in the industry, and what makes a publisher successful is using the best combination that works for them. Publishers who master the power of direct sales are poised for triumph, establishing stronger connections with advertisers, generating higher revenue, and delivering exceptional video ad experiences. With factors like supply path optimization (SPO), carbon emissions, and the deprecation of third-party cookies shaping the industry’s exclusive direction, embracing the potential of direct sales in video advertising secures your place at the forefront.

The post Direct Sales Best Practices and KPIs For Video: Mastering the Path to Success appeared first on Primis.

When the standard was set in August 2022, instream and outstream became extremely black-and-white categories. The Tech Lab initially sought to create a clearer separation between the two leading categories and to better define what constituted as instream video. Starting in October, a proposal was brought to broaden the video advertising definitions and create more nuance amongst the categories.

What Changed?

The update was not about adding more categories to the video advertising guidelines, but in fact, was more about changing the existing categories to create more refinement and clarity. This change was made by a working group in the Tech Lab in order to serve the industry’s needs better. 

The dichotomy between instream and outstream set back in 2022 was problematic for members of the programmatic supply chain. The reality of the video environment is that not all outstream should be treated the same, but with the previous specifications, there was no variation between what constituted as outstream. Now, with the new definitions, there are three “outstream” variations.

What are the New Definitions?

The updated definitions are as follows:

Instream

Pre-roll, mid-roll, and post-roll ads that are played before, during or after the streaming video content that the consumer has requested. Instream video must be set to “sound on” by default at player start,

or have explicitly clear user intent to watch the video content. While there may be other content surrounding the player, the video content must be the focus of the user’s visit. It should remain the primary content on the page and the only video player in-view capable of audio when playing. If the player converts to floating/sticky subsequent ad calls should accurately convey the updated player size.

Accompanying Content

Pre-roll, mid-roll, and post-roll ads that are played before, during, or after streaming video content. The video player loads and plays before, between, or after paragraphs of text or graphical content, and starts playing only when it enters the viewport. Accompanying content should only start playback upon entering the viewport. It may convert to a floating/sticky player as it scrolls off the page.

Interstitial

Video ads that are played without video content. During playback, it must be the primary focus of the page and take up the majority of the viewport and cannot be scrolled out of view. This can be in placements like in-app video or slideshows.

No Content/Standalone

Video ads that are played without streaming video content. This can be in placements like slideshows, native feeds, in-content or sticky/floating.

Why is This Important? 

Aside from broadening the video definitions, this change is significant from the prospect of the buy side and the sell side. Overall, the new specifications promote transparency on an industry-wide scale and are a step in the right direction toward clearer paths. 

For sellers, these specifications give a greater incentive to develop their video content experience. Without creating variation between outstream quality video and lower quality outstream that gives users a poor viewing experience, there is no reason for a seller to invest in content. The latest specs ensure that publishers and brands are motivated to invest in the best possible user experience they can offer. Users care about relevant, quality content, and their viewing experiences are key. Now, when publishers provide a better user experience, they receive higher CPMs for a video ad accompanied by real video content, versus other formats such as standalone ads. This is a true incentive that was previously slighted.

For buyers, this change is fundamental. Buyers want to know what they are buying. Allocating their budgets to inventory that is more clearly labeled adds a level of buying precision that was previously missing. The IAB Tech Lab’s specifications help buyers see what kind of inventory they are purchasing.

The changes are a big improvement to the industry standard, but they are constantly evolving and developing, just like the world of video. 

The post New Video Advertising Specifications: Full Guide appeared first on Primis.

Supply Path Optimization, or SPO, means something else to every organization in the programmatic supply chain. Finding the most efficient and direct path is a goal that every company has to make sure there is no waste in their processes, whether it be time, resources, revenue, or inventory. Like many realities in ad tech, the industry seems to be failing publishers when it comes to SPO. They have yet to conquer the challenging task of deciding which exchanges and intermediaries are aiding their performance, and which are hurting it, and a lack of resources may be the culprit. 

The sell side is facing issues catching up to the buy side’s ability to optimize their processes. According to the most recent data by Sellers.guide, the average number of ads.txt lines in a publisher’s file is 459. In the last two years, this number has escalated by a growth rate of over 70%.  The supply chain is complicated – Jounce Media claims that over 60% of publishers work with over 10 exchanges. Creating connections within the supply chain to save revenue and streamline efficiency is the ultimate goal, but for publishers, knowing which partners are truly adding measurable value can be a struggle.

Direct vs. Profitability 

The most direct path is not always the most profitable. The simple answer for many organizations looking for the best SPO practice would be to try to find the most direct route from point A to point B. While there is something to that, trimming all of the meat in the middle – such as intermediaries and exchanges – can cause publishers to lose out on vital partnerships they need to thrive. 

The ultimate goal is to better understand where your resold inventory brings you value, and where it is potentially unnecessary or even hurtful. For intermediaries, there is a stronger need to reflect on their own SPO processes in order to add value to the supply path. 

Trust the Numbers.

There is no doubt that there is a lot of ad fraud and misrepresentation in the industry. Intermediaries and exchanges are not always trustworthy and that fact causes a lot of publishers to act with caution. The main question we all have to ask ourselves is: does this partnership add more value than it extracts in fees? If you can answer this question with ease, you’re golden. When publishers evaluate which partners to maintain and which to cut ties with, it is all a numbers game.

Partners should be A/B tested just like our marketing tools. If you leave 50% of your inventory with your partner and 50% without, the inventory that is more “direct” may not be the one with more value. Deciding which partners bring your company value trumps finding the most direct path. 

Here are some of the main questions all publishers should consider:

1. Who are you working with? Do you understand their business?
2. Is the deal that your partner offered you beneficial to both companies?
3. If your partner is a reseller, do you know who they are reselling to? 
4. Finally, do you trust the people you are working with and are their business interests aligned with your own? 

On the surface level of many companies, you see a product. But everything that is behind that technology is what really makes working with them worthwhile. The service and support they deliver, the innovative capabilities, the environments they cater to — that’s where the true value comes into play. If your partner’s rates aren’t worth the increase in revenue or their promises are not being fulfilled, they do not deserve access to your inventory. There are plenty of fish in the ad tech sea.

The post SPO 2.0: Bang for Your Buck & Partnership Evaluation appeared first on Primis.

2023 has been off to a busy start. With an influx in conferences, new regulations, and specifications, ad tech will be seeing industry-wide changes. When it comes to video, publishers should be on the lookout for a few key topics and obstacles that will most likely be prevalent throughout the year. The big question for many of us in the ad tech space will be how to navigate the changes this new year is bringing and optimize our successes.

Managing Competing Forces

Publishers are always balancing between user experience and monetization and looking to maximize their revenue to its full potential. One of the critical ways of ensuring success this year will be maintaining a favorable position in supply and demand. Total digital ad spending will grow by 10.5% this year, but not all publishers are experiencing the benefits of this growth. Video inventory isn’t seeing growth at the same rate as ad spending, and some publishers are missing out on potential revenue as a result. 

For publishers, monetization and user experience are the two most important things; matching ad monetization with native content will be one of the ways publishers can make both a priority, without sacrificing the other. Finding the right combination between the two is what serves best. Quality content and optimizing the right mix between player size and viewability are key. Finding a partner who delivers accurate and consistent reports will give the greatest overall yield.

The New New: Instream vs. Outstream

A majorly hot topic in the world of video is the new video specifications. IAB Tech Lab’s new definitions will affect the video revenue of every publisher. When the previous definitions were established in August, the criteria of what constituted as instream was narrowed, and about 90% of the video supply that would’ve otherwise been considered instream video, was categorized as outstream inventory. Many buyers only buy inventory classified as instream, so this reclassification became a threat to publisher revenue. This also left companies in a grey area, who didn’t quite feel that their inventory fell into either one of the existing definitions. Ad tech companies such as Primis and CafeMedia struggled in this in-between to understand where their inventory fit. Primis developed Primis Next, a video discovery technology built to serve relevant content to users. The innovation is nonintrusive and allows users to watch content on autoplay without sound, enabling the users to choose if they want to “stay” on the video or press “next” to skip to the upcoming video. The August definitions labeled this kind of inventory as outstream, placing it in the same category as other products that do not run alongside content.

One of the biggest changes of 2023 is the recent release of new definitions to better address the variety of video formats that exist. The new specifications will add a layer of transparency to the programmatic supply chain and help marketers purchase video inventory more efficiently and accurately. While this change is a net positive, publishers and exchanges will have to prepare their resources to shift their strategies in response. The cost of instream video is sure to rise as a result of the new specifications, putting it at a premium level above the rest.

SPO & Efficiency

Supply path optimization (SPO) is already important and becoming increasingly critical to publishers, but it means something different to every company. Many companies have been investing heavily in SPO for years already. SPO is not a one size fits all. Companies that evaluate their needs, know how to ebb and flow in this evolving landscape, and adjust their strategies accordingly are the ones that thrive. Efficiency, efficiency, efficiency. 

The challenge in SPO for publishers is evaluating the bang for their buck. Every organization on either end of the ad tech supply chain measures its efficiency by understanding what makes them achieve its goals faster, cheaper, and better. Though working with intermediaries might not be the most direct route from point A to point B, if they optimize processes, add valuable services or products, or maximize potential revenue, it is better to add a few more links to your path rather than sacrifice them for a shortcut. Aiming for the most direct path while ensuring every member of the supply path brings value is the ultimate goal. 

Looking to the Future 

The digital video landscape is evolving without a doubt, but one thing is certain: video is here to stay. The changing standards and technological innovations on the horizon will be challenging to navigate but will present publishers with new opportunities. All of these changes, along with the massive growth of CTV view time will present an opportunity of strengthening the supply chain while still giving users the video experience they love. From closed gardens to the open web, video has been on the rise and will continue to be a prosperous revenue stream for publishers this year.

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