While the straight revenue share between Google AdSense and publishers was clearly tilted in favor of the publishers, Google AdSense has become less relevant for publishers who sell through Google Ad Manager, an opaque marketplace. And Google benefits significantly more from that relationship than do publishers.
A new study released this week suggests that the current ad-tech ecosystem is not only detrimental to publishers, but it harms all involved in it due to a lack of accountability.
This post appears on Medium – click here to read the full article. Below is a short excerpt.
As the COVID-19 pandemic reshapes life in the 21st century, the news industry’s long history does not protect it from fundamental change. One major issue the crisis has illuminated is many advertisers’ reluctance — for brand safety reasons — to advertise against news.
Since early March, many people have been living largely isolated lives as the novel coronavirus has spread around the world. Their one guaranteed source of information since the start of the pandemic has been high-quality news – especially local news outlets. However, even as these news outlets have received renewed attention from readers, their staffs are grappling with how to continue delivering critical news with reduced revenue and resources resulting from the crisis.
The News Media Alliance and Digital Content Next call on digital advertisers and digital advertising companies to stop using keyword blocking practices that jeopardize the sustainability of high-quality journalism during this critical time.
With the rise of digital and programmatic ad buying, brand safety risks have increased, as has advertiser awareness of ad placement.
With the onset of digital media and subsequent migration to digital marketing, concerns regarding personal data privacy have spurred new protective regulations for consumers. As a result, we may be on the cusp of a change to the digital advertising playbook.
Digital advertising and technology company AdCellerant is upping their game with an all-in-one digital marketing platform for media companies, UI.Marketing. A past Accelerator Pitch winner (2016) for its innovative advertising technology platform, AdCellerant has gone on to achieve great success in the ad tech/digital marketing arena, with a selection of top news media organizations among their clients.
