8 Ways to Boost Your 2017 Programmatic Monetization Strategy

2017/01/27

We’ve got 8 ways to make sure you’re on track with your programmatic digital marketing strategy. Check out the top 2017 trends!

HTML5 VPAID

All major browsers have announced plans to default to HTML5 and to force user opt-in. It’s time for publishers to consider operational issues and various technical components that need to be factored into migration (video players, VPAID, ad servers, OpenRTB, etc.).

HTTPS-Enabled Ads and Inventory

Mounting concern about security and privacy issues has led to a call to action for publishers to stop serving traffic over HTTP and embrace HTTPS. The IAB is pushing for it too, as it considers HTTPS of growing importance as the industry tackles issues of fraud, malware, and piracy.

Parallax Video Formats on Mobile

A recent IAB study on the impact of parallax video on mobile found that when compared to the expandable banner, the scroller format was seen as less intrusive. In addition, it succeeded in boosting awareness, ad recall, and purchase intent by significant margins.

Programmatic Video on Mobile

By 2017, US programmatic video ad spending will reach $8.66 billion, or 69.0% of total video ad expenditures. That’s a 29% increase compared to 2016 figures.

Zenith expects worldwide mobile ad spending to hit $99.3 billion in 2017, which will be 2% more than what they expect for desktop.”

Automated Guaranteed, Deal Discovery, or Programmatic Guaranteed

20% of programmatic growth is coming from AG, so it’s clearly on the rise. But whether it’s through Automated Guaranteed, Deal Discovery or Programmatic Guaranteed, expect publishers’ offers to be directly accessible in buying platform UIs and for automation to improve workflow.

S2S Integrations and/or Header Bidding

Many publishers such as the Financial Times and BBC Worldwide wonder if the benefits of header bidding justify the investment. To truly make the most of their inventory, publishers need to do what The Guardian did and move towards the next evolution of header bidding — server-to-server connections.

Publisher and Ad Tech Vendor Collaboratives

DigiTrust, a non-profit collaborative that grew out of an IAB working group, is looking to improve the digital experience for everyone through the creation and widespread use of a universal ID. The universal token will give publishers a solid alternative to walled gardens.

LEAN Standards and Improving User Experience

The IAB has introduced flexible ad sizes as well as “LEAN” principles to promote a better ad experience. LEAN stands for “lightweight“ (limited file size), “encrypted” (ads are HTTPS/SSL compliant), “ad choice supported“ (ads support opt out from targeting) and “non-invasive“ (non-disruptive).

Both will help advertisers create more user-friendly and aesthetically pleasing ads on publishers’ sites.

Source: Smart Adserver

Read also:

Come say hello to us at Dmexco 2019!

2019/08/30

Dmexco will be held in Cologne 11-12th September. This year Relevant will have a stand in Future Park which is dedicated to new innovations. Our stand is located in Hall 9 at C-032a. If you are coming to Dmexco come and visit our stand. You can also schedule a meeting in advance with Olli, Petri or Ronny.

Read more

Google Chrome’s privacy changes – how will they impact the online advertising ecosystem?

2019/05/10

Google announced earlier this week that they will bring new privacy controls to Chrome, following the same path as Safari and Firefox have chosen before, but with a slightly different approach. The way Google is approaching this is that the classification of cookies as first or third party needs to be done on the site.

Read more

Publishers have a problem: Their paywalls are too steep to scale

2019/04/29

If 2018 showed us anything, it’s that the Duopoly seems to be unstoppable. Google and Facebook lurched from scandal to scandal, suffering bad press, but sacrificing just a fraction of their market shares. Why? Put simply, they still have more of the granular, behavioral and interest data that advertisers want.

Read more

TRANSPARENCY AND CONSENT FRAMEWORK (TCF) VERSION 2.0 – What should I know as a publisher?

2019/04/26

IAB Europe’s Transparency & Consent Framework program to help publishers, technology vendors, agencies and advertisers ensure they are GDPR compliant regarding the access and processing of data and/or personal data. The Framework is especially relevant for publishers (first parties), who have partnered up with third parties, to enable those third parties to process user data.

Read more

The New Paywall Is “Bendable”: How the Wall Street Grew Subscribers by More Than 30 Percent

2019/04/20

Publishers face the ever growing challenge of declining ad revenue due to market-dominating platforms like Google and Facebook. And with so much free content for easy consumption and changing user behaviour it is a serious challenge for publishers to sell subscriptions, stop the decline and grow revenues.

Read more