{"id":29302,"date":"2021-08-06T10:47:00","date_gmt":"2021-08-06T08:47:00","guid":{"rendered":"https:\/\/yieldbird.com\/?p=29302"},"modified":"2024-07-22T19:27:11","modified_gmt":"2024-07-22T17:27:11","slug":"ad-tech-programmatic-newsletter-august-6th-2021","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/ad-tech-programmatic-newsletter-august-6th-2021\/","title":{"rendered":"Ad Tech &#038;Programmatic Newsletter &#8211; August 6th 2021"},"content":{"rendered":"\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span class=\"has-inline-color has-black-color\">Welcome to this week&#8217;s edition of The Yieldbird Digest!<\/span><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Judging from my 15 years of experience in online advertising, I can say that there&#8217;s only one thing that is constant on the market: it constantly changes. The more flexible the publishers and advertisers are in adopting new strategies, the better, as a majority of the players on the market are not big enough to fight and eventually stop these changes.<br>A good example of that would be the case that&#8217;s described in the &#8220;How are app marketers managing programmatic advertising campaigns in the post-IDFA world?&#8221; article. It shows different approaches taken by marketers in order to adapt to the change caused by the launch of Apple\u2019s App Tracking Transparency. The best approach is probably to utilize the strategies that worked in the past, while trying to come up with new ideas to target the most relevant users on the in-app inventory.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Another trend that we&#8217;re all facing is the change of available inventory (impressions) due to the pandemic. Last year a huge number of publishers were able to get much more traffic than a year before. In 2021 this curve also flattens, as people are trying to spend more time offline, and are less interested in reading about the newest coronavirus variants. A nice analysis of this trend can be found in the article published by Max Willens at Digiday.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Happy reading!<\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">Krzysztof Lis, Customer Success Team Manager \/ Yieldbird<\/span><\/strong><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<!-- Begin Mailchimp Signup Form -->\n<link href=\"\/\/cdn-images.mailchimp.com\/embedcode\/horizontal-slim-10_7.css\" rel=\"stylesheet\" type=\"text\/css\">\n<style type=\"text\/css\">\n\t#mc_embed_signup{background:#fff; clear:left; font:14px Helvetica,Arial,sans-serif; width:100%;}\n\t\/* Add your own Mailchimp form style overrides in your site stylesheet or in this style block.\n\t   We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. *\/\n<\/style>\n<div id=\"mc_embed_signup\">\n<form action=\"https:\/\/yieldbird.us7.list-manage.com\/subscribe\/post?u=0a65a0626fcc516279eb5d544&amp;id=53c5dbaf01\" method=\"post\" id=\"mc-embedded-subscribe-form\" name=\"mc-embedded-subscribe-form\" class=\"validate\" target=\"_blank\" novalidate=\"\">\n    <div id=\"mc_embed_signup_scroll\">\n\t<label for=\"mce-EMAIL\">Would you like to get the latest AdTech &amp; Digital Marketing news &amp; insights delivered right to your inbox every Friday? Subscribe to The Yieldbird Digest!<\/label>\n\t<input type=\"email\" value=\"\" name=\"EMAIL\" class=\"email\" id=\"mce-EMAIL\" placeholder=\"email address\" required=\"\">\n    <!-- real people should not fill this in and expect good things - do not remove this or risk form bot signups-->\n    <div style=\"position: absolute; left: -5000px;\" aria-hidden=\"true\"><input type=\"text\" name=\"b_0a65a0626fcc516279eb5d544_53c5dbaf01\" tabindex=\"-1\" value=\"\"><\/div>\n    <div class=\"clear\"><input type=\"submit\" value=\"Subscribe\" name=\"subscribe\" id=\"mc-embedded-subscribe\" class=\"button\"><\/div>\n    <\/div>\n<\/form>\n<\/div>\n\n<!--End mc_embed_signup-->\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<span style=\"font-size: 12px;\"><span style=\"font-family: lato,helvetica neue,helvetica,arial,sans-serif;\"><a href=\"https:\/\/digiday.com\/media\/post-covid-traffic-declines-set-some-sites-back-two-years\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"color: #ff2450;\">Post-COVID traffic declines set some sites back two years<\/span><\/a><br>\n<strong>Estimated reading time ~ 5\u00a0minute<\/strong><\/span><\/span><br><br>\n\n<span style=\"font-size: 12px;\"><span style=\"font-family: lato,helvetica neue,helvetica,arial,sans-serif;\">There are lots of possible explanations for the drop, some more benign than others. But the high-level data underlines the reality that publishers\u2019 priorities must continue to evolve.<\/span><\/span><br><br>\n\n<span style=\"font-size: 12px;\"><span style=\"font-family: lato,helvetica neue,helvetica,arial,sans-serif;\"><a href=\"https:\/\/www.seroundtable.com\/google-core-updates-impact-image-local-search-31865.html\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"color: #ff2450;\">Google Core Updates Can Sometimes Impact Image Search &amp; Local Search<\/span><\/a><br>\n<strong>Estimated reading time ~ 3\u00a0minutes<\/strong><\/span><\/span><br><br>\n\n<span style=\"font-size: 12px;\"><span style=\"font-family: lato,helvetica neue,helvetica,arial,sans-serif;\">Danny Sullivan of Google confirmed on Twitter that core updates can sometimes impact both image search and local search results. <\/span><\/span><br><br>\n\n<span style=\"font-size: 12px;\"><span style=\"font-family: lato,helvetica neue,helvetica,arial,sans-serif;\"><strong><a href=\"https:\/\/yieldbird.com\/ads-txt-files-and-the-emergence-of-sellers-json-supply-chain\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"color: #ff2450;\">Ads.txt files and the emergence of Sellers.json &amp; Supply Chain<\/span><\/a><br>\nEstimated reading time ~ 4 minutes<\/strong><\/span><\/span><br><br>\n\n<span style=\"font-size: 12px;\"><span style=\"font-family: lato,helvetica neue,helvetica,arial,sans-serif;\">All sellers and intermediaries (including SSP) should have sellers.json files.<\/span><\/span><br><br>\n\n<span style=\"font-size: 12px;\"><span style=\"font-family: lato,helvetica neue,helvetica,arial,sans-serif;\"><a href=\"https:\/\/mobilemarketingmagazine.com\/how-are-app-marketers-managing-programmatic-advertising-campaigns-in-the-post-idfa-world\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"color: #ff2450;\">How are app marketers managing programmatic advertising campaigns in the post-IDFA world?<\/span><\/a><br>\n<strong>Estimated reading time ~ 7 minutes<\/strong><\/span><\/span><br><br>\n\n<span style=\"font-size: 12px;\"><span style=\"font-family: lato,helvetica neue,helvetica,arial,sans-serif;\">How players across the entire mobile ecosystem address identifiable and anonymous traffic, measure campaign performance, and target consumers will play a pivotal role in the future of programmatic advertising. <\/span><\/span><br><br>\n\n<strong style=\"font-family: lato,helvetica neue,helvetica,arial,sans-serif; font-size: 12px;\"><a href=\"https:\/\/www.adexchanger.com\/ad-exchange-news\/alaska-airlines-grew-programmatic-and-ai-to-woo-travelers\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"color: #ff2450;\">Alaska Airlines Grew Programmatic And AI To Woo Travelers<\/span><\/a><\/strong><br>\n<span style=\"font-size: 12px;\"><span style=\"font-family: lato,helvetica neue,helvetica,arial,sans-serif;\"><strong>Estimated reading time ~ 4 minutes<\/strong><\/span><\/span><br><br>\n\n<span style=\"font-size: 12px;\"><span style=\"font-family: lato,helvetica neue,helvetica,arial,sans-serif;\">Seattle-based Alaska Airlines changed its digital advertising strategy and media mix last year in part to reach those younger travelers.<\/span><\/span>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"83\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2020\/03\/0234-Newsletter-43-1024x83.png\" alt=\"For Your Consideration\" class=\"wp-image-22787\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-43-1024x83.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-43-300x24.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-43-150x12.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-43-768x62.png 768w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-43.png 1191w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"259\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2021\/03\/Projekt-bez-tytulu-1024x259.png\" alt=\"Free Yieldbird Webinars on Programmatic, AdTech and Digital Advertising\" class=\"wp-image-27646\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/03\/Projekt-bez-tytulu-1024x259.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/03\/Projekt-bez-tytulu-300x76.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/03\/Projekt-bez-tytulu-150x38.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/03\/Projekt-bez-tytulu-768x194.png 768w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/03\/Projekt-bez-tytulu.png 1179w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\"><strong>The Programmatic Digest,<\/strong> hosted by Helene Parker, is a 20-30 minutes weekly podcast rounding up fresh, top programmatic and digital headlines from our preferred digital media sources.<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-black-color has-text-color has-background\" href=\"https:\/\/programmaticdigest.libsyn.com\/\" style=\"border-radius:5px;background-color:#fbb02e\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><strong>Listen Now<\/strong><\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"83\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2020\/03\/0234-Newsletter-42-1024x83.png\" alt=\"Ad tech FAQ\" class=\"wp-image-22791\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-42-1024x83.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-42-300x24.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-42-150x12.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-42-768x62.png 768w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-42.png 1191w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<span style=\"font-size: 12px;\"><span style=\"font-family: lato,helvetica neue,helvetica,arial,sans-serif;\"><strong><a href=\"https:\/\/www.reddit.com\/r\/adops\/comments\/ox49q8\/best_ways_to_monetize_95x24_300x66_300x100\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"><span style=\"color: #ff2450;\">Ways to monetize non-standard formats<\/span><\/a><\/strong><\/span><\/span><br><br>\n\n<span style=\"font-size: 12px;\"><span style=\"font-family: lato,helvetica neue,helvetica,arial,sans-serif;\"><strong><a href=\"https:\/\/support.google.com\/admanager\/thread\/119502383\/how-to-subscribe-paid-version-of-gam-to-access-cpa-report-of-any-display-ad?hl=en\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"color: #ff2450;\">How to subscribe paid version of GAM?<\/span><\/a><\/strong><\/span><\/span><br><br>\n\n<span style=\"font-size: 12px;\"><span style=\"font-family: lato,helvetica neue,helvetica,arial,sans-serif;\"><strong><a href=\"https:\/\/www.reddit.com\/r\/adops\/comments\/oy2rzc\/which_ad_network_should_i_use\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"color: #ff2450;\">Best native ad networks for different regions<\/span><\/a><\/strong><\/span><\/span>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"83\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2020\/03\/0234-Newsletter-4-1024x83.png\" alt=\"Number of the week\" class=\"wp-image-22792\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-4-1024x83.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-4-300x24.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-4-150x12.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-4-768x62.png 768w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2020\/03\/0234-Newsletter-4.png 1191w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"518\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2021\/08\/35-per-cent-users-are-receptive-to-ads-based-on-their-previous-purchases-1024x518.png\" alt=\"35% consumers are receptive to ads based on their previous purchases\" class=\"wp-image-29266\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/08\/35-per-cent-users-are-receptive-to-ads-based-on-their-previous-purchases-1024x518.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/08\/35-per-cent-users-are-receptive-to-ads-based-on-their-previous-purchases-300x152.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/08\/35-per-cent-users-are-receptive-to-ads-based-on-their-previous-purchases-150x76.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/08\/35-per-cent-users-are-receptive-to-ads-based-on-their-previous-purchases-768x388.png 768w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/08\/35-per-cent-users-are-receptive-to-ads-based-on-their-previous-purchases.png 1179w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">35% consumers are receptive to ads based on their previous purchases<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Source:&nbsp;<a href=\"https:\/\/integralads.com\/uk\/insider\/context-matters-new-uk-consumer-research\/\" target=\"_blank\" rel=\"noreferrer noopener\">Integral Ads Science<\/a><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<!-- Begin Mailchimp Signup Form -->\n<link href=\"\/\/cdn-images.mailchimp.com\/embedcode\/horizontal-slim-10_7.css\" rel=\"stylesheet\" type=\"text\/css\">\n<style type=\"text\/css\">\n\t#mc_embed_signup{background:#fff; clear:left; font:14px Helvetica,Arial,sans-serif; width:100%;}\n\t\/* Add your own Mailchimp form style overrides in your site stylesheet or in this style block.\n\t   We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. *\/\n<\/style>\n<div id=\"mc_embed_signup\">\n<form action=\"https:\/\/yieldbird.us7.list-manage.com\/subscribe\/post?u=0a65a0626fcc516279eb5d544&amp;id=53c5dbaf01\" method=\"post\" id=\"mc-embedded-subscribe-form\" name=\"mc-embedded-subscribe-form\" class=\"validate\" target=\"_blank\" novalidate=\"\">\n    <div id=\"mc_embed_signup_scroll\">\n\t<label for=\"mce-EMAIL\">Would you like to get the latest AdTech &amp; Digital Marketing news &amp; insights delivered right to your inbox every Friday? Subscribe to The Yieldbird Digest!<\/label>\n\t<input type=\"email\" value=\"\" name=\"EMAIL\" class=\"email\" id=\"mce-EMAIL\" placeholder=\"email address\" required=\"\">\n    <!-- real people should not fill this in and expect good things - do not remove this or risk form bot signups-->\n    <div style=\"position: absolute; left: -5000px;\" aria-hidden=\"true\"><input type=\"text\" name=\"b_0a65a0626fcc516279eb5d544_53c5dbaf01\" tabindex=\"-1\" value=\"\"><\/div>\n    <div class=\"clear\"><input type=\"submit\" value=\"Subscribe\" name=\"subscribe\" id=\"mc-embedded-subscribe\" class=\"button\"><\/div>\n    <\/div>\n<\/form>\n<\/div>\n\n<!--End mc_embed_signup-->\n\n\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Welcome to this week&#8217;s edition of The Yieldbird Digest! Judging from my 15 years of experience in online advertising, I can say that there&#8217;s only one thing that is constant on the market: it constantly changes. The more flexible the publishers and advertisers are in adopting new strategies, the better, as a majority of the [&hellip;]<\/p>\n","protected":false},"author":31,"featured_media":22804,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"content-category":[],"class_list":["post-29302","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/29302","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\/31"}],"replies":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/comments?post=29302"}],"version-history":[{"count":1,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/29302\/revisions"}],"predecessor-version":[{"id":33335,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/29302\/revisions\/33335"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media\/22804"}],"wp:attachment":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media?parent=29302"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/categories?post=29302"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/tags?post=29302"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/content-category?post=29302"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}