{"id":21487,"date":"2019-12-19T10:53:56","date_gmt":"2019-12-19T09:53:56","guid":{"rendered":"https:\/\/yieldbird.com\/?p=21487"},"modified":"2024-07-22T19:27:13","modified_gmt":"2024-07-22T17:27:13","slug":"programmatic-advertising-2020","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/programmatic-advertising-2020\/","title":{"rendered":"Programmatic Advertising 2020 &#8211; How Do Publishers Manage Changes?"},"content":{"rendered":"\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:20% auto\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2019\/12\/0227-YieldFest-02-1024x640.png\" alt=\"\" class=\"wp-image-21499 size-full\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">In the last weeks of Q4 2019, instead of <strong style=\"color: crimson;\"><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" style=\"color: crimson;\" href=\"https:\/\/www.reddit.com\/r\/adops\/comments\/e6on03\/publisher_q4_performance_to_date\/\" target=\"_blank\">counting usually record earnings<\/a><\/strong> after Black Week, digital publishers who want to maintain and grow advertising revenue are setting strategies to go smoothly through the regulations awaiting the programmatic industry in 2020.  <\/p>\n<\/div><\/div>\n\n\n\n<h2 style=\"font-size: 20px;\"><strong>Check if\nothers have taken the same actions as your business, or maybe your plans are\ncompletely different?<\/strong><\/h2>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\"><br>The ecosystem of programmatic advertising is experiencing problems associated with entering market maturity &#8211; there is less and less space for <em>ad hoc<\/em>, and legal and technical regulations are multiplying.<\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\" style=\"grid-template-columns:auto 18%\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"640\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2019\/12\/0227-YieldFest-04-1024x640.png\" alt=\"\" class=\"wp-image-21502 size-full\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2019\/12\/0227-YieldFest-04-1024x640.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2019\/12\/0227-YieldFest-04-150x94.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2019\/12\/0227-YieldFest-04-300x188.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2019\/12\/0227-YieldFest-04-768x480.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-text-color has-normal-font-size has-very-dark-gray-color wp-block-paragraph\">Privacy standards, which the publishers have been working intensively on since 2018 or are just about to get ready for &#8211; GDPR, CCPA (California Consumer Privacy Act), collecting user consents, changes in tracking cookies &#8211; overlap with internal industry changes (switch to the first-price auction model and introduction of <strong style=\"color: crimson;\"><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" style=\"color: crimson;\" href=\"https:\/\/www.linkedin.com\/in\/muszek\/\" target=\"_blank\"><\/a><a rel=\"noreferrer noopener\" href=\"https:\/\/yieldbird.com\/what-is-bid-shading\/\" target=\"_blank\">bid shading models<\/a><\/strong> by the buyers, struggle for a positive user experience and more caloric sessions, increased interest in the topic of brand safety).  <\/p>\n<\/div><\/div>\n\n\n\n<h2 style=\"font-size: 20px;\"><strong>How to introduce change management in the programmatic department? <\/strong><\/h2>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\"><br>Each publisher tries to adapt to top-down recommendations &#8211; and at the same time, understandably, to do so at a reasonable cost. It is all done in a more or less guerrilla-style.<\/p>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">The publishers we spoke to during the\nwinter edition of <strong style=\"color: crimson;\"><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" style=\"color: crimson;\" href=\"https:\/\/yieldbird.com\/yieldfest\/\" target=\"_blank\">YieldFest<\/a><\/strong> take the following change management approaches:<\/p>\n\n\n\n<ul class=\"has-text-color has-normal-font-size has-very-dark-gray-color wp-block-list\"><li>A hybrid style, in which the main focus is on the development of in-house competencies, but using external solutions (products and services).<\/li><li>Dedicated teams (consisting of eg. product owner, developer, designer &amp; analyst), responsible for mapping changes on specific local markets or within specific publishing groups.<\/li><li>Following the bigger players &#8211; implementation of requirements in appropriate scope, but with the simultaneous observation of solutions implemented by publishing leaders (this approach assumes smaller investments at the beginning of the shift with readiness to increase dynamics and workload based on the first market observations). <\/li><\/ul>\n\n\n\n<h2 style=\"font-size: 20px;\"><strong>How to\nsupport users while increasing our revenues in the course of changes?<\/strong><\/h2>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\"><br>In the fight for the well-being of users, not the users but the market giants and data providers gain the most.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:19% auto\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2019\/12\/0227-YieldFest-03-1024x640.png\" alt=\"\" class=\"wp-image-21500 size-full\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\"><em>Expectations of publishers regarding the collection and use of personal data are increasing, however, this is not followed by good solutions for the users. Most consent management boxes (with long and intricate supplier lists) are not understood by the average Joe and Jane.<\/em><\/p>\n<\/div><\/div>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\"><em>In addition,\nthe load of messages puts a strain on websites and increases page latency. All\nthis affects us, the content creators. We&#8217;re in a situation where most\npublishers could grow &#8211; but that doesn&#8217;t happen.<\/em><\/p>\n\n\n\n<p class=\"has-text-align-right wp-block-paragraph\"><strong style=\"color: crimson;\"><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" style=\"color: crimson;\" href=\"https:\/\/www.linkedin.com\/in\/micha%C5%82-frasi%C5%84ski-9a547184\" target=\"_blank\">Micha\u0142 Frasi\u0144ski, Direct Sales Supervisor @ Brainly<\/a><\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\" style=\"grid-template-columns:auto 23%\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2019\/12\/0227-YieldFest-05-1024x640.png\" alt=\"\" class=\"wp-image-21503 size-full\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">\n\nAmong remedies aimed at strengthening user satisfaction in the face of market requirements, <strong style=\"color: crimson;\"><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" style=\"color: crimson;\" href=\"https:\/\/yieldbird.com\/10-revenue-sources\/\" target=\"_blank\">diversification of income sources<\/a><\/strong> is becoming increasingly popular. Solutions that were harder to incorporate just a few years ago are spreading.\n\n<\/p>\n<\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\"><em>Internet user profile changes quickly. We&#8217;re getting used to paying for content, which is why subscription models are becoming more common. Much of this is due to streaming platforms, such as Netflix or Amazon Prime, which make users aware of it. As a publisher, we also see great potential for caloric visits. We invest in it, developing related content and making sure to be in line with the recommendations of <\/em><strong style=\"color: crimson;\"><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" style=\"color: crimson;\" href=\"https:\/\/www.betterads.org\/\" target=\"_blank\"><em>Coalition for Better Ads<\/em><\/a><\/strong><em>.<\/em><\/p>\n\n\n\n<p class=\"has-text-align-right wp-block-paragraph\"><strong style=\"color: crimson;\"><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" style=\"color: crimson;\" href=\"https:\/\/www.linkedin.com\/in\/marcin-ciechanowicz-4a392684\" target=\"_blank\">Marcin Ciechanowicz, Head of Programmatic @ Gremi Media<\/a><\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">Testing is a constant good practice,\nprobably known to every employee of the programmatic industry. In the face of\nextensive changes, however, we need to look at it a bit differently than usual\nand go beyond the simple A \/ B scheme. <\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\"><em>When running a smaller business based largely on advertising revenue, the lack of certainty of how our ecosystem will look in half a year is a strong limitation. That is why we focus on testing: in recent months we have analyzed, among others, diverse advertising grids, expanded tables of contents at the beginning of articles, or user acquisition using the Q&amp;A model. <\/em><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:20% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"640\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2019\/10\/Programmatic-trends-2020-05-1024x640.png\" alt=\"Publishers experimenting\" class=\"wp-image-18563 size-full\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2019\/10\/Programmatic-trends-2020-05-1024x640.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2019\/10\/Programmatic-trends-2020-05-300x188.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2019\/10\/Programmatic-trends-2020-05-150x94.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2019\/10\/Programmatic-trends-2020-05-768x480.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\"><em>Surprisingly often, the test results are exactly the opposite of the thesis we used at the beginning. For me, it is a clear premise that in order to know, and not only guess, but we also need to keep on testing. <\/em><\/p>\n<\/div><\/div>\n\n\n\n<p class=\"has-text-align-right wp-block-paragraph\"><strong style=\"color: crimson;\"><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" style=\"color: crimson;\" href=\"https:\/\/www.linkedin.com\/in\/muszek\/\" target=\"_blank\">Mateusz Mucha, Founder @ Omni Calculator<\/a><\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">We collected these thoughts during\nthe 3rd YieldFest meeting. In 2019, the meetup gathered a total of around 100\nEuropean publishers and dozens of industry experts who wanted to discuss the\nchallenges and problems of programmatic advertising in an atmosphere of\ncooperation.<\/p>\n\n\n\n<p class=\"has-very-dark-gray-color has-text-color has-normal-font-size wp-block-paragraph\">Do you want to know if your\nprogrammatic advertising strategy is ready for the challenges? In 2020, we will\norganize more YieldFest events &#8211; sign up for our newsletter to know when and\nwhere the next meeting will take place!<\/p>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\" id=\"mce_0\"><br><strong>Do you like what you&#8217;re reading? Subscribe our newsletter for more content like this!<\/strong><\/h3>\n\n\n<p>[mc4wp_form id=&#8221;407&#8243;]<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>In the last weeks of Q4 2019, instead of counting usually record earnings after Black Week, digital publishers who want to maintain and grow advertising revenue are setting strategies to go smoothly through the regulations awaiting the programmatic industry in 2020. Check if others have taken the same actions as your business, or maybe your [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":21498,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[],"content-category":[],"class_list":["post-21487","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-tech"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/21487","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/comments?post=21487"}],"version-history":[{"count":1,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/21487\/revisions"}],"predecessor-version":[{"id":33429,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/21487\/revisions\/33429"}],"wp:attachment":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media?parent=21487"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/categories?post=21487"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/tags?post=21487"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/content-category?post=21487"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}