The Sell Sider Archives | AdExchanger https://www.adexchanger.com/category/the-sell-sider/ News and Views on Data-Driven Digital Advertising and Marketing Tue, 25 Jun 2024 21:59:42 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.3 https://www.adexchanger.com/wp-content/uploads/2023/12/cropped-adx-icon-1-32x32.png The Sell Sider Archives | AdExchanger https://www.adexchanger.com/category/the-sell-sider/ 32 32 Mastering Floor Pricing: The Key To Optimizing Your Programmatic Ad Revenue https://www.adexchanger.com/the-sell-sider/mastering-floor-pricing-the-key-to-optimizing-your-programmatic-ad-revenue/ https://www.adexchanger.com/the-sell-sider/mastering-floor-pricing-the-key-to-optimizing-your-programmatic-ad-revenue/#respond Wed, 26 Jun 2024 04:35:55 +0000 https://www.adexchanger.com/?p=406784 Setting price floors in programmatic, open-market auctions is necessary to properly signal the fair market value of a given impression. But the variety of approaches and lack of clear best practices makes choosing or developing a solution difficult. Many vendors in the marketplace offer standalone flooring-as-a-service products. The most widely used flooring tool is likely […]

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]]> https://www.adexchanger.com/the-sell-sider/mastering-floor-pricing-the-key-to-optimizing-your-programmatic-ad-revenue/feed/ 0 Who Has The Right To Define The Premium Internet? https://www.adexchanger.com/the-sell-sider/who-has-the-right-to-define-the-premium-internet/ Mon, 10 Jun 2024 04:35:04 +0000 https://www.adexchanger.com/?p=405225 So, you found out you’re not a premium publisher. As everyone in digital advertising has heard by now, The Trade Desk recently ranked the top 100 publishers on the open web. The list followed the beta launch of a product called SP500+ (“SP” meaning sellers and publishers), which is a group of about 500 premium […]

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]]> Don’t Be Distracted By Cookie Drama. Google’s Search Changes Are The Real Existential Threat https://www.adexchanger.com/the-sell-sider/dont-be-distracted-by-cookie-drama-googles-search-changes-are-the-real-existential-threat/ Mon, 20 May 2024 04:35:34 +0000 https://www.adexchanger.com/?p=403951 The long tail is fighting for its life.  Thousands of independent web publishers are facing an existential crisis. Massive macro changes instituted by online platforms are transforming how people navigate the web and how content is produced and monetized, threatening the very existence of the open internet. Google has once again delayed Chrome’s third-party cookie […]

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]]> MFA Sites Aren’t Going Anywhere Until There Are Incentives To End Them https://www.adexchanger.com/the-sell-sider/mfa-sites-arent-going-anywhere-until-there-are-incentives-to-end-them/ Wed, 24 Apr 2024 04:35:19 +0000 https://www.adexchanger.com/?p=400854 The past year has seen increased exposure, dialogue and scrutiny over made-for-advertising (MFA) sites. Most recently, Adalytics exposed Forbes’ MFA website, and Jounce Media’s supply chain reports have gathered overwhelming evidence around the prevalence of MFA as a major inventory source for buyers. The narrative of MFA being misleading to buyers, a suboptimal user experience […]

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]]> News Media Has To Save Itself Rather Than Seek Charity From Advertisers https://www.adexchanger.com/the-sell-sider/news-media-has-to-save-itself-rather-than-seek-charity-from-advertisers/ Thu, 21 Mar 2024 04:35:20 +0000 https://www.adexchanger.com/?p=397833 It’s never been more necessary to make journalism self-sustainable and save news media from economic collapse. But it feels like advertisers often frame supporting the news as a charitable endeavor, rather than something that will positively impact their business.  If advertisers feel like they need to go out of their way to support journalism, that […]

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]]> Advertising Could Gobble Up The Grocery Business https://www.adexchanger.com/the-sell-sider/advertising-could-gobble-up-the-grocery-business/ Mon, 18 Mar 2024 04:35:49 +0000 https://www.adexchanger.com/?p=397708 Retail media is all the rage. But while industry dialogue around this market focuses on innovation (e.g., CTV/programmatic applications for retail data, measurement standardization), there is little talk about the high concentration of the market in national retailer platforms. Continued low concentration in the mid- and long-tail retailer segments could pose an existential threat to […]

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]]> Publishers Can Boost Their Value On The Open Exchange – Without Cookies https://www.adexchanger.com/the-sell-sider/how-publishers-can-boost-their-value-on-the-open-exchange-without-cookies/ Tue, 12 Mar 2024 04:35:41 +0000 https://www.adexchanger.com/?p=397312 For those who closely monitor the divergence in value of addressable (Chrome) vs. non-addressable (Safari) inventory, the drumbeat of third-party cookie (3PC) deprecation drives a rhythmic anxiety against Chrome’s timeline. No one, including Google, knows how the Privacy Sandbox is going to perform at scale. Early data suggests Sandbox performance is likely to be better […]

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]]> Privacy Sandbox’s Latency Issues Will Cost Publishers https://www.adexchanger.com/the-sell-sider/privacy-sandboxs-latency-issues-will-cost-publishers/ Mon, 04 Mar 2024 05:35:17 +0000 https://www.adexchanger.com/?p=396730 The advertising industry has reached a critical juncture with cookie deprecation testing in Chrome. Google’s Privacy Sandbox aims to reduce cross-site and cross-app tracking while keeping online content and services free for all. Sounds idealistic – because it is. Google has invited players from across the ecosystem to test the Sandbox and its privacy-preserving APIs […]

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]]> The Precipice of Peril: Publishers And Ad Tech Face A Harsh 2024 https://www.adexchanger.com/the-sell-sider/the-precipice-of-peril-publishers-and-ad-tech-face-a-harsh-2024/ Thu, 11 Jan 2024 05:35:54 +0000 https://www.adexchanger.com/?p=392902 While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024.   Google Chrome will deprecate third-party cookies, Privacy Sandbox will dominate the conversation, and media will continue having a major crisis, as years of removing friction between consumer and content has cratered the value chain.  Despite 2023’s turmoil, there’s […]

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]]> With AI’s Help, Native Can Mean More Than Made For Advertising Links https://www.adexchanger.com/the-sell-sider/with-ais-help-native-can-mean-more-than-made-for-advertising-links/ Thu, 04 Jan 2024 05:45:49 +0000 https://www.adexchanger.com/?p=392324 Ask 10 people in digital advertising what “native” ads are, and you’ll get 10 different answers.  But the recent controversy around spending on made-for-advertising (MFA) sites shined a light on a dark corner of the native advertising universe: MFA articles placed in the so-called “chumboxes” that appear in the footers of premium news sites. At […]

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