{"id":30617,"date":"2022-02-01T11:26:52","date_gmt":"2022-02-01T10:26:52","guid":{"rendered":"https:\/\/yieldbird.com\/?p=30617"},"modified":"2024-07-22T19:27:10","modified_gmt":"2024-07-22T17:27:10","slug":"programmatic-in-2022-from-the-perspective-of-publishers","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/programmatic-in-2022-from-the-perspective-of-publishers\/","title":{"rendered":"Programmatic in 2022 from the perspective of Publishers"},"content":{"rendered":"\n

The first month of 2022 is behind us. Especially for you, we asked four publishers who operate in different geographic markets and create qualitative content from various thematic categories about how they assess the current moment in the Digital Publishing industry, with particular emphasis on the aspects of content monetization. <\/span><\/strong><\/p>\n\n\n\n

Now we present current and future Programmatic trends together with objective feedback. We believe that these insights will propel and inspire in your own various dealings and activities.<\/span><\/strong><\/p>\n\n\n\n

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In-house vs Outsource, Cookies, Business Developing. What trends in Digital Publishing and Yield Monetization will gain momentum in the coming months?\n<\/strong><\/h2>\n\n\n\n
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Bartosz Nowak, Head of Sales
Spider’s Web<\/strong><\/a> <\/p>\n<\/div>\n<\/div>\n\n\n\n

I see that the in-house trend is becoming more and more popular. I can see this happening with several large Advertisers on the Polish market and I predict that we shall observe the same situation on foreign markets. This move would represent a threat to both agencies and media houses. The question is how quickly and how much Programmatic support will be transferred in-house before media houses feel the effects of these actions; and the related losses. It is not an easy matter, because real specialists, not those who have read three articles on Facebook, are few and far between.<\/span><\/p>\n\n\n\n

This dearth of specialists is particularly visible on recruiting websites, where we can see that the same companies have been looking for specialists for half a year or more. These people are simply not to be found. I think this phenomenon will be the main challenge for the Programmatic market. You need to prepare the team and train people who will be able to handle the campaigns. In my opinion, one of the downsides of the Publishing market is that half-measures are being sought from all sides; and training priorities are falling by the wayside. Such neglect is bound to adversely affect everyone.<\/span><\/p>\n\n\n\n

We all know well that it is impossible to handle a large number of campaigns without the participation of software solutions. But because Programmatic is moving forwards at such a rapid pace new solutions are being overlooked. To make matters worse, large companies such as Google do not always inform their users about new solutions in as comprehensive a manner as they should. It is often the case that when browsing our user panel, we find new functions that were not available a week ago. Indeed, it is proceeding so fast that Programmatic doesn’t even communicate all the changes. There may be Google partners who receive this information, but most users will not be afforded the same courtesy.<\/span><\/p>\n\n\n\n

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Ari Bernardete, COO & Co-owner
FrontSTORY<\/strong><\/a><\/p>\n<\/div>\n\n\n\n

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Yuval Friedman, Head of Monetization
FrontSTORY<\/strong><\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n

Trends are not the same around the world; what is true for the U.S. is not true for Europe or; if we take countries like China, Russia, India, they are all characterised by different ball games and approaches. With such complexity, you need to adapt to each market; and I think that\u2019s what we are endeavouring to do.<\/span><\/p>\n\n\n\n

If we look at recent times, more and more e-commerce is taking up an ever-increasing part of the internet and this is affecting the Publishing industry as well. It certainly impacts the Publishers who combine organic traffic and paid traffic as the prices go up. But also you find more and more articles that capture users’ attention, which is from the e-commerce sector.<\/span><\/p>\n\n\n\n

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Stephan Asmussen, Data and Optimization Manager
JP\/Politikens<\/a><\/strong><\/p>\n<\/div>\n<\/div>\n\n\n\n

In my opinion, in 2022 we will see highly influential and branding Advertising campaigns. We will also see a decline in the popularity of so-called \u201cperformance marketing\u201d as it will be more difficult to measure the results of launched campaigns due to the change in regulations governing the collection of third-party data. Also, their optimization, which so far has been easier thanks to cookies, will have a completely different dimension; and it is not yet known which direction our industry will head in.<\/span><\/p>\n\n\n\n

So I think buyers will move to use more of their own data provided by the Publisher – we at JP Politiken started this process 2 years ago. And although Google has yet to introduce real changes that would translate into an advertising reality, the entire industry is preparing itself for a seismic change.<\/span><\/p>\n\n\n\n

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Mats Lidgren, Yield Manager
flightradar24<\/a><\/strong><\/p>\n<\/div>\n<\/div>\n\n\n\n

A lot of people are talking about data and also the demise of cookies. But ideally what we want is a new system which is less intrusive than the last one. And of course, we as a company are quite dependent on the steps that Google and Apple are taking, and in the absence of solutions we are hedging our bets and holding off for now. <\/span><\/p>\n\n\n\n

We are shifting to a lot of contextual strategies and trying to add more information. This is very important for us. When you have a news portal it is very easy; you have a lot of text with a lot of information in an article; but on our site we just have an airplane. Therefore it is challenging to contribute more contextual information. We want to make it easier for ad crawlers to understand what is on our website and how it will benefit the buyers.<\/span><\/p>\n\n\n\n

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The challenges of a maturing market. What global phenomena and entities shape the Digital Publishing market the most?\n<\/strong><\/h2>\n\n\n\n
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Stephan Asmussen, Data and Optimization Manager
JP\/Politikens<\/a><\/strong> <\/p>\n<\/div>\n<\/div>\n\n\n\n

The publishing market will certainly struggle with Google. We will increasingly experience not only their favouring of their own systems but also problems with data security. For a Publisher like us, a Publisher who does not use the full Google stack, we have seen a lot of problems with brand security algorithms that block the buying on our site due to very strict rules that categorize our site as an unsafe environment. And even if the Advertiser does not categorise our site as dangerous, they will want to make sure that they find sites that are actually safe for their brand. Unfortunately, this Google activity blocked in some cases all buying on our site\u2026<\/span><\/p>\n\n\n\n

We will also face a completely different challenge. We have noticed that in 5% of the cases, the data the buyer uses to buy impressions on our sites through DV360 does not match with data from SSPs other than GAM. So in our case, we are seeing a lot of Advertisers who trust 100% of Google\u2019s data and therefore they can\u2019t get any spend on our site. This is in some way also why DV360 buyers tend to put all spend through different GAM accounts, because here they can bid on more inventory. In 2021 we spent a lot of time finding solutions to cater for DV360 buyers.<\/span><\/p>\n\n\n\n

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