Over the course of a month, we’re surfacing the top topics our publisher community is talking about. Human-generated Insights unless otherwise noted.
Action steps for Publishers
Sign up for the Brand Safety Institute’s MFA Transparency Utility:
Topics trends this month:
- ads.txt resellers - good or bad
- requests to learn more about brand lift study providers
What we should be discussing more
- Zero Click Search
- The recent VPPA ruling (see below)
- This report on motherhood:
Zoe Scaman THE MOTHERLOAD
Q4 Programmatic Trends
Publisher Survey October 21: Programmatic CPMs Year over Year this Q4 are:
11% Way up (over 15%)
11% Up
41% Flat
27% Down
14% Way down (over 15%)
This hurts. Let’s share what’s working that people can implement within a quarter.
New Benchmark Data
Boostr Media Ad Sales Trend Flash Report (focused on direct sold)
In-App: are Mediation SDKs the new wrapper war?
Top line: companies are offering upfront incentives to integrate SDKs. The overall consensus is this is a bad reason to implement a SDK, but it does mitigate the risk. Someone likened it to the wrapper wars of 2016.
The Beeler.Tech In-App community is wicked smart and active. You should be recommending people join these discussions.
Uptick in DMP/CDP evaluations?
No specific evidence to suggest more publishers are looking, but the response we’ve received to start to put together resources on this topic was quite strong.
Help us collect resources to help people make these evaluations. Submit them to support@Beeler.Tech
Oracle Debacle
Oracle is off and at least a few publishers successfully moved over from MOAT to DoubleVerify and are happy with the results. There is some discussion about the difficulty of working with OM SDK, but that appears to be universal and something we’ll look to learn more about.
Privacy & Compliance
Not discussed, but we’re going to surface this:
This came up in preparation for Base*Camp Barcelona: if class action lawsuits continue to increase and expand the interpretation of these “dinosaur laws”, we think it’s possible that publishers will HAVE to take an Opt-In stance vs. Opt-Out. Europe will tell you: Opt-In is no joke.
Multiple calls this month for help auditing privacy policy and compliance from outside parties. Our list so far:
Third Party Privacy-focused attorneys
Publisher recommendations:
Share resources you recommend and we’ll publish them.
Start of a new job trend?
We think we were first to identify that the “Head of Consent” role was an indicator of things to come. While not in the job description itself, we know of a publisher who is hiring someone to help assemble multi-publisher deals. Curation as a Service is a business model that some publishers will be looking to bring in house.
Data-Driven may not be all it’s cracked up to be
We talk about the need to be data-driven as much as anyone else. This article adds some color to where being data-driven falls apart:
Amplifying Publisher Voices
Some recent articles/social posts from publishers that you should read, engage with and amplify:
