Programmatic Industry Must-Reads: April
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The Rivr Monthly Programmatic Industry Must-Reads.

Our monthly post includes a recap of the latest programmatic industry news.

1. Publishers Lash Out Against Google Over ‘Unified Pricing’ Changes – AdExchanger

“Google held a meeting Thursday with its top publisher partners to discuss numerous new product changes, collectively called “unified pricing,” that could upend publisher strategy and leave them with less control over their ad inventory. It soon got heated. Multiple publishers in the group, whose attendees included The New York Times, News Corp, Dotdash, Watson Advertising, Tribune Media, Business Insider, NBCUniversal, Condé Nast and Forbes, pushed back strongly against the unified pricing changes, which will move into open beta next week.”

Publishers Lash Out Against Google Over 'Unified Pricing' Changes - AdExchanger image

2. Ad Tech: Keep Calm & Carry On – Exchangewire

“Sizmek’s downfall seems to have triggered panic in ad-tech circles. We all love a bit of drama – but we truly have reached new heights of hyperbole when we get comparisons between the fall of a mid-sized ad-tech firm and the 2007 multibillion dollar financial meltdown. Drama, indeed. Maybe there are unseen debt-bergs submerged in the murky waters of media ready to sink ad tech. But then this is always the case. Intermediaries always carried debt – and always will. When was the last time a marketer/holding group paid on time? I can’t remember either. The Sizmek fall is not the canary-in-a-coal-mine moment for the industry that so many seem desperate to happen.”

Ad Tech: Keep Calm & Carry On - Exchangewire image

3. Digital Media and Advertising Outlook: Latest Ad Ops and Revenue Trends – Admonsters

“Trends come and trends go, but then again, the more things change the more they stay the same. Or is that everything that’s old is new again? Oh, forget it. What really matters here is that as digital media changes, what worked yesterday isn’t necessarily going to work today, but it just may work tomorrow. But what I’m really saying is that ad ops and revenue folks need to be extremely flexible in their thinking when it comes to both long-term planning and strategizing, as well as in the day-to-day. And that’s not just about surviving in digital media, it’s about thriving.”

Digital Media and Advertising Outlook: Latest Ad Ops and Revenue Trends - Admonsters image

4. As Programmatic Moves from Adolescence to Adulthood, What’s the Role for Private Marketplaces? – Exchangewire

“Private marketplaces (PMPs) have played a key role in the programmatic industry thus far, ensuring brand safety for publishers whilst taking advantage of the growing market. However, with increasing trust in the open market and regulatory maturity, will PMPs retain their status going forward? In this piece for ExchangeWire, Moti Tal, CTO & co-founder at Simplaex, discusses the position of private marketplaces in today’s programmatic environment and how the ad-tech market of the future may be shaped.”

As Programmatic Moves from Adolescence to Adulthood, What’s the Role for Private Marketplaces? - Exchangewire image

5. Programmatic Advertisers Ramp up Efforts to Deal Direct with Publishers – Digiday

“As more advertisers set up their own ad tech deals, they’re taking demonstrable steps to ensure a larger slice of their programmatic ad budgets get directly to the publisher. While the idea of closing the gap between advertisers and publishers is nothing new, the sheer number of intermediaries between the two has made it easier said than done. But as the likes of Hershey’s make peace with those vendors that help, rather than hinder, the performance of their ads, advertisers’ attention has turned to how to manage paying vendor fees without robbing the media seller.”

Programmatic Advertisers Ramp up Efforts to Deal Direct with Publishers - Digiday image
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