You may be thinking about why this is relevant to you. We all have a job to do and most of us spend our time focused on the bottom line. But, the next time you think about your bottom line, don’t discount “goodvertising” as a part of the plan.

Make Sustainable Changes

Times have changed. It is becoming more and more of a necessity for companies to take a stand and support social agendas and less of an option. Purpose-driven campaigns and initiatives are becoming integral, not only for bettering communities but for ensuring company success.

Organizations taking on the challenge of making an authentic and meaningful difference need to understand that it is not about a mission statement or a one-time donation. It is about diving into your company values and showcasing them in a way that is true to your business strategy. Consumers, investors, and employees won’t be fooled by a play at performative activism.

The kinds of things you can ask yourself as a brand are how can we use our resources to drive change, how can we make a sustainable change, and how does it fit into our company’s values?

When companies construct purpose-driven initiatives that don’t stray far from their business model, they are able to sustain the changes they aim to make for longer. Fewer external resources, fewer dimes spent, but a greater and longer lasting impact for the community and world at large.

Share Incentives

In order to make a sustainable and impactful change, it’s best to think of ways that all involved parties can benefit. As intermediaries and exchanges, ad tech plays an integral role in bringing other members of the chain together. Think about your goals. Think about your partners’ goals. How can we make our plan work for them? Beyond aiding a good cause, how can our partners sustain these initiatives?

For us at Primis, we considered these hurdles when creating Sustainable Stream, a green video marketplace. We wanted to help the environment by using our video player to promote eco-friendly content from NGOs. We knew by staying true to our business model, we would generate revenue and be able to sustain the impact we wanted to make.

But what about our content creators? Publisher partners? Advertisers? Our content creators promote their content further with our reach, our publishers give their users relevant and interesting content, and our advertisers receive an engaged user base. Win. Win. Win. Win.

More Than Just the Bottom Line

All companies are being called out to showcase their values to their current employees, future talent, and clients; it’s time for us all to rise to the challenge. Many companies such as GroupM and Scope3 are already making a lasting impact by pushing their ideals to the forefront. Organizations need to reflect on how they can do more, be authentic, and, most importantly, make it last.

This article was originally published by Advertising Week.

The post Sustainability in Content: Ad Tech’s Role in Affecting Change appeared first on Primis.

NEW YORK, June 15, 2022 – Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising platform, and Primis, the leading Video Discovery platform for global publishers, today announced the launch of Sustainable Stream, a video marketplace that connects environmentally-conscious content creators with publishers and advertisers. Sustainable Stream will generate funding for the production and distribution of content related to combating climate change and provide publishers and advertisers with high quality content on this topic. 

“Sustainable Stream was designed to create a continuous cycle of support for content creators that focus on climate awareness, amplifying that through respected publishers, and to make it easier for brands to dedicate their programmatic investments to this important cause,” said Adam Soroca, Chief Product Officer at Magnite. “We are excited to establish this initiative with Primis to help encourage more sustainable practices in the advertising industry.”

“Content is a key part of driving action to solve climate change but it lacks the reach and scale to make a difference,” said Rotem Shaul, Co-Chief Executive Officer at Primis. “Our technology provides publishers with an engagement-based video unit that connects content creators, generates new inventory and monetizes it. This is where we saw an opportunity to work with Magnite to make a difference. Leveraging this within Sustainable Stream, we can curate and deliver content that resonates with audiences and change their behavior.” 

“We are pleased to collaborate with Primis and Magnite on the Sustainable Stream initiative,” said Jana Meron, SVP Programmatic & Data Strategy at Insider, Inc. “The new platform powerfully addresses the need to tackle climate change, which is in perfect alignment with the mission of Insider’s Sustainability section. We believe in the power of content to help create meaningful change.”

 “We are pleased that Reuters’ independent and impartial reporting on climate change can reach even more people through this effort,” said Gwyn Edwards, Senior Channel Partner Manager at Reuters. “We hope our video coverage – sourced from across Reuters’ global newsroom – will help increase understanding of this important topic.”

To learn more about Sustainable Stream, please click here.

About Magnite

We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising platform. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.

About Primis

Primis is the leader in Video Discovery. Our video ad monetization platform increases publishers’ revenue by helping users discover high-quality video content. The company’s video discovery technology is used by 100s of digital publishers, empowering over 350M uniques with an engagement-based video experience.

In May 2021, we launched Sellers.guide, a free resource to shed light on the ad tech supply chain by comparing ads.txt files with sellers.json. Last month, we released the Wizard, an automated tool to clean ads.txt and help publishers regain control of their inventory.

The post Magnite and Primis Launch Sustainable Stream appeared first on Primis.

Over the past few months, we have been working hand-in-hand with the team at Google Ad Manager to bring it to fruition. It was a pleasure to update my colleagues and let them know our hard work had paid off. 

MCM is a part of Google’s broader initiative to help clean up the industry by eliminating spam and increasing the amount of high-quality traffic flowing to the advertisers. Primis shares these values and priorities and is thrilled to be among Google’s partners to adopt the standard and bring it to market.

 

In recent years, the ad tech industry has gone through sweeping changes to promote quality, transparency, and privacy. At Primis, we pride ourselves on being at the forefront of these movements. We’re happy to be in business with partners such as Google, which plays an outsized role in modernizing the entire ecosystem’s standards and practices.

We were one of the first companies to adopt ads.txt when it was launched in early 2017 and among the earliest adopters of seller.json. These initiatives represented real progress in the industry and the efforts being made to ensure an equitable, safe, and transparent media exchange. Last year, we also announced an expanded partnership with leading fraud detection firm White Ops, joining forces with them to promote a clean and trusted video supply chain. 

Our primary goal is to supply our partners with the highest quality of video inventory standards in a brand-safe and spam-free environment while ensuring their ads remain viewable and discoverable above industry benchmarks. This recognition from Google Ad Manager and the other certifications we hold reflects our commitment to these high standards. 

A huge thanks to our collaborators at Google for helping us through the process, for their commitment to promote a future for digital video based on quality, transparency, and trust. 

The post Primis Receives MCM (Multiple Customer Management) Approval From Google appeared first on Primis.

Demand Changes

Advertising budgets have always been affected by many elements throughout the year, including seasonal changes, holidays, regional elections, the Super Bowl, and other events. In the last few weeks, there has been an abnormal impact on the advertising ecosystem, the likes of which we haven’t seen for years.

As you might expect, the whole tourism vertical is down. It’s a tough time for hotels, airlines, booking apps, and travel sites. We are also seeing a downward trend in ad spend for other categories including real estate and lifestyle. For obvious reasons, people are not booking trips or thinking about moving at this time.

We’ve seen a decrease in ad spend from sports but, interestingly, there’s been an increase in traffic to sports-related content. More on that later.

Online ordering has increased as supermarkets and restaurants are changing the way they operate as people are isolating themselves. We’re also seeing an increase in technology and education ads across the internet.

Other categories that are increasing ad spend are pharmacy, hygiene, mental care, all related to the current virus spread.

“You’re stuck at home. Have a beer!” That may not be the exact wording you’re hearing on ads, but it’s close. Many beer companies have increased their ad spend. The same goes for nearly anything food related.

Companies in other categories that use their ad dollars for “buy now” offers are slowing or changing their messaging. They are focusing more on home delivery or reassuring branding messages to customers to position themselves for the coming recovery.  Unless companies are forced to cut back spending because of immediate financial concerns, it’s a smart move to stay consistent or increase marketing in a crisis or economic downturn.

We haven’t seen anything like this in our lifetimes. While we’re dealing with the health concerns daily, we are also beginning to better understand the economic impact this is having on individuals and businesses. As a reference point, we can look at previous economic downturns as evidence of what happens when advertisers cut back spending.  Examining results from dozens of studies from each of the past 10 decades has demonstrated a consistent theme: companies that continued to advertise, or increase advertising dollars during tough times, significantly grew their market share during the crisis. Companies that remain aggressive with their advertising budgets during economic crises reported sales 2.5X the average of all other businesses and maintained their enhanced market share for at least three years afterward.

Supply Changes

News and business traffic are breaking records. Verizon, one of the world’s largest mobile carriers, saw traffic spike 20% in just the first few weeks of the coronavirus reporting. Traffic jumped another 30% when Italy went into lockdown and another 8-10% when cases started to proliferate in South Korea and the United States.

Users are spending more time consuming content, specifically video content. We’ve been seeing an increase in video content duration, which has been particularly noticeable in mobile web and tablets. Ad spend on mobile web is rising accordingly.

We’ve seen the biggest jump in video consumption in the children’s vertical as schools close and kids are forced to stay at home. Parents looking for content to both educate and entertain home-bound children is exploding.  There is a great opportunity to advertise to them with appropriate subject matter that is relevant and works within the legal framework for content aimed at children.

Other verticals seeing increased consumption are gaming sites and sports. The increase in consumption for sports websites is particularly counter-intuitive considering that all major sport leagues and events have been canceled.

Focus on Quality

There is actually more competition on quality inventory as buyers are becoming pickier in choosing which impressions to buy. Sites with prominent placements, high viewability, and completion rates are actually seeing increased demand from advertisers.

For publishers, it’s a smart move to create more video advertising inventory to meet this demand. There are also steps publishers should implement right now to optimize viewability for increased monetization.

Constant Change

The global pandemic is changing constantly, and people are looking to stay informed on an hourly basis. With people feeling isolated, video consumption is at all-time high levels.  

Many advertisers are adapting by changing their ad creatives and messaging to better fit the time, situation and needs of their customers. Nike just did it with “Play inside, play for the world”, endorsing a clear message promoting the public’s wellbeing, and doing it in an authentic manner.

It’s important that you keep up to date with the changes. While you don’t want to position yourself as trying to profit off of the crisis, you do want to look for the right ways to serve visitors, advertisers, and customers better as their needs evolve.

In every crisis, we need to adapt, stay open-minded, and be vigilant to seek high-quality information as things evolve. If we can help, let us know.

The post Video Demand and Supply in the COVID-19 Era appeared first on Primis.

About Sellers.JSON and Supply Chain

Supply chain and sellers.json are two separate initiatives that both enable buyers to understand intermediaries. We support both of them:

Sellers. JSON

Sellers.json enables buyers to discover who, in particular, are either direct sellers or intermediaries in the selling of digital advertisements. The identities of all final sellers of a given bid request become discoverable through a published sellers.json file.

Rather than supplying this information with every bid request, sellers.json allows the material to be searched and cached offline, thus enabling smaller bid request object sizes.

Supply Chain

The SupplyChain object allows buyers to see all of the entities who are selling or reselling each impression. This is important to buyers because it makes the supply chain transparent and ensures that all intermediaries are approved. It also enables the inventory to be purchased as directly as possible.

The SupplyChain object allows publishers to plainly see who is participating in the sale of any piece of their inventory. It is composed of a set of nodes where each node signifies a particular entity that acts in the selling of an impression. The whole chain of nodes represents all of the sellers paid for each impression.

These initiatives, in addition to TAG certification, MRC accredited verification, GDPR compliance, and 100% ads.txt adoption are essential in our mission to go above and beyond for our publishing and demand partners, ensuring transparency and high quality inventory.

Eyal Bezalel
Primis, Co-CEO

For more information about sellers.JSON and supply chain, visit the iab Tech Lab website. Primis Sellers.JSON can be found here.

The post Why We Implemented Sellers.JSON and Supply Chain appeared first on Primis.

In light of regulatory changes in this field, mainly the General Data Protection Regulation (GDPR) which came into effect on May 25, 2018, we are making necessary updates to our policies, notices and processing practices. We are ensuring that we not only comply with applicable law, but that we assist our clients to reach full compliance. We have changed our privacy policy and Terms & Conditions accordingly, reflecting how we are protecting our user’s personal information, in accordance with the new regulations.

Primis & IAB Europe

Primis’s platform is compatible with IAB Europe GDPR “Transparency & Consent Framework” launched on 24th April 2018. This framework has a simple objective – to help all parties in the digital advertising chain ensure that they comply with the new regulations when processing personal data or accessing non-personal or personal data on user devices.

As such, we strongly advise you to use this framework as it has been adopted widely by the Ad-Tech community since it was launched.

If you decide to work with this framework, our platform will automatically detect if the user is GDPR sensitive and digest the user’s consents accordingly.

In any case a publisher decides not to implement one of the approved IAB Consent Management Platforms (CMP), once the user is GDPR sensitive, our platform will automatically classify such opportunity as ‘no consent’. In these cases you can probably expect a decrease in earnings.

Let’s Talk GDPR Compliance

For any issues or questions regarding these new privacy requirements, please don’t hesitate to reach out to privacy@primis.tech.

The post GDPR Compliance appeared first on Primis.