Week 1 | March 2024

In-Depth

Publishers can boost their value on the open exchange-without cookies

The looming demise of third-party cookies on Chrome is causing anxiety among those tracking the difference between Chrome's addressable and Safari's non-addressable inventory. Uncertainty over Google's Privacy Sandbox compounds this worry. Early data suggests the Privacy Sandbox may perform better than Safari but initially lag behind Chrome with 3PC enabled. Despite the challenge of losing third-party cookies, publishers have a chance to develop long-term strategies for improving inventory value, efficiency, and partnerships within the open exchange.

Authentication value extends beyond monetization: Authentication relies on having a genuine audience. Emphasize your organic audience amidst increased MFA scrutiny. If you have registered users, integrate with deterministic IDs. If not, demonstrate a clear value exchange with users for a successful authentication strategy.?

Improving inventory performance with efficiency: Publishers should aim for revenue neutrality during testing while monitoring improvements in metrics like viewability and CTR to enhance inventory appeal without sacrificing yield. Additionally, prioritizing sustainable performance by emphasizing ad quality over request duplication lays the groundwork for fundamental improvements to your ad stack and user experience.

Premium programmatic partnerships: SSP consolidation enables publishers to leverage partners offering unique value. However, balancing revenue from open exchange and SSP-driven deals raises concerns. To secure inclusion in curated media spend packages, publishers must ensure inventory alignment and avoid excessive partner lists. Demonstrating value to boutique partners and DSPs with direct-to-publisher offerings is crucial. Prioritizing authentication, deterministic IDs, and ad stack efficiency is key.?

Industry Report

FICCI-EY Report 2024: Indian media and entertainment sector grows by 8% in 2023, crosses $27.9 billion

According to FICCI-EY 2024 report #Reinvent: India’s media & entertainment sector is innovating for the future

• The Indian media and entertainment (M&E) sector expanded by 8% in 2023, reaching INR 2.3 trillion (US$27.9 billion), surpassing pre-pandemic levels by 21%.
• New media, encompassing digital and online gaming, led growth, contributing INR 122 billion to the overall increase. Its share in the M&E sector surged from 20% in 2019 to 38% in 2023.
• Except for television, which experienced a marginal decline of 2%, all other segments witnessed positive growth. Notably, online gaming, filmed entertainment, live events, and out-of-home (OOH) media contributed 48% to the total growth.?
• Indian advertising reached INR 1.1 trillion, with digital advertising constituting 51% of total advertising revenues, surpassing traditional advertising, and growing by 15% in 2023. Key drivers of this growth include social, sports, e-commerce, and SME advertisers.
• Digital subscriptions grew by 9%, driven by premium cricket properties moving behind paywalls.
• Print media continued to thrive, with advertising revenues and subscription revenues both showing growth.

Industry News

Truecaller unveils innovative next-gen ad formats to create greater impact for advertisers

Truecaller has unveiled a range of innovative ad formats, integrating video and animations seamlessly into the user experience. These formats, including Click-to-experience, Dual-impact custom animation, Carousel, and Sponsored icons, cater to marketers navigating the fast-paced digital landscape. Designed to captivate users and optimize campaigns, these formats offer diverse engagement options, enabling brands to cut through digital clutter and connect with Truecaller's vast user base of nearly 260 million active users in India.

JioCinema joins forces with ShareChat & Moj to showcase IPL & sports content

JioCinema teams up with ShareChat and Moj to offer a variety of sports content, including TATA WPL, TATA IPL, Indian Super League, and the 2024 Olympics. This partnership aims to enhance engagement with regional content consumers on preferred social platforms. With over 325 million users on ShareChat and Moj combined, users can enjoy sports content in their language through JioCinema's handle. They'll also get exclusive insights and behind-the-scenes stories from JioCinema's expert panel.

Reliance to acquire Paramount's stake in Viacom18 for $517 Mn

In a notable move, Reliance has revealed its acquisition of Paramount's 13% stake in Viacom18, a key player in India's media industry. Valued at $517 million, this deal signifies a strategic manoeuvre by Reliance to strengthen its foothold in the swiftly changing media landscape of the nation. Paramount Global, the renowned US film and television giant, stands as the seller in this significant transaction.