Yes - Another Programmatic Rant...
Lance Jackson
VP Business Development @ Beauty Unis, LLC - Digital Marketing & Sales Executive Veteran
Found this article on Adotas: Programmatic Is The Future, But...quite interesting... The nuggets for me? "45% ( of publishers) believe that RTB is the future of their business. But…The majority of publishers surveyed reported less than 5% of last year’s revenue from programmatic channels."
Low CPMs leads to Low Revenue. As I've mentioned in my past rants; Is this a race to the bottom? As Operative CEO Lorne Brown mentions in the article, "publishers must make their voices heard to ensure that the resulting ecosystem works in their favor". This is the "balance" we all need to be cognizant of. Let's not forget that without the publishers, we have no advertising. Falling CPMs means publishers can't continue to pay staff to continue to provide new and compelling content. Without new and compelling content, publishers lose readership, i.e. visitors. Don't even get me started with the whole Ad Blocking issue; you can see my feelings on that here: What is Ad Blocking Software Really Doing?
Bottom line, in my honest and humble opinion, let's ask ourselves this question, "Is Programmatic helping or hurting publishers?", and if so, what's the answer? Is it "Premium Programmatic", "PMPs - Private Market Places", etc., or is it all encompassing and we just need to find that "Balance"?
Transparent Advertising & Clean Media
9 年Lance, this post is very on point. I've worked with publishers on programmatic monetization for several years now and I've found that one of the problems is that since there is always some shiny new technology or tool made available, they feel compelled to continually shift their focus. The thing is, it's hard to understand the value of adtech tools without truly grasping the mechanics of how RTB works. Most publishers I've worked with are not aware that RTB auctions happen in around 100 milliseconds. The RPM's have gone down because many buyers think thats their buffer against spending money on fraudulent ad-space. This only actually fuels the demand for bot traffic because publishers feel a need to add volume to make up for the low rates. Thanks for posting. Looking forward to reading more.