STRS: What Gatekeeper? Publishers And Consumers Have More Choices Than Ever.
After Friday’s House Judiciary Subcommittee on Antitrust, Commercial and Administrative Law hearing, remember this:
— Publishers of all sizes have many ways to monetize.
— Publishers increasingly use their own “in-house” ad tech.
— Many publishers work with multiple ad tech providers simultaneously.
— When publishers use third party ad tech to show ads on their websites, the publishers keep the vast majority of the revenue.
— Consumers access news in many different ways.
Publishers of all sizes have many ways to monetize.
Direct-sold ads are the biggest source of revenue for publishers online, according to Digiday. “Our six-month benchmarking survey found that 53% of publishers said direct-sold advertising is a large or very large source of revenue for them.”
Publishers increasingly use their own “in-house” ad tech.
The Washington Post’s Zeus ad network continues to grow, and fast, writes Max Willens in Digiday. “Over the past year, Zeus has added ‘about 150’ publisher websites, Dicker said, including those owned by McClatchy, MediaNews Group and Tribune Publishing. The Post is looking to add sites that fit outside the news category and is in active discussions with several lifestyle publishers, Dicker said, though he declined to name them. Zeus currently offers more than 4 billion impressions per month across its participants’ owned-and-operated sites, a number that goes up when one includes their inventory in places like Apple News, which buyers can also target.”
Many publishers work with multiple ad tech providers simultaneously.
Publishers work with an average of six supply-side platforms to sell their ad space, according to Sarah Sluis in AdExchanger. “Publishers continue to bring in more demand partners. Publishers said they worked with an average of six SSPs, and planned to increase the number of partners they work with to an average of 7.7 in 12 months. Nine in 10 use header bidding for desktop. And about three in five use header bidding either for mobile in-app or in-stream video, two formats that have been lagging in the header bidding trend.”
When publishers use third party ad tech to show ads on their websites, the publishers keep the vast majority of the revenue.
News publishers keep over 95% of digital advertising revenue when they choose Google Ad Manager, writes Google’s Bonita Stewart. “In analyzing the revenue data of those top 100 news organizations, we found that on average, news publishers keep over 95 percent of the digital advertising revenue they generate when they use Ad Manager to show ads on their websites.”
Consumers access news in many different ways.
Most Americans bypass search and get their news directly from news websites or apps, shows a recent Pew poll.