Bits and Bobs from around the industry:
The article argues that it’s time for Supply-Side Platforms (SSPs) to shift to a Software-as-a-Service (SaaS) model in order to provide a better user experience for publishers. The current transaction-based model, in which SSPs charge a fee for each impression sold, is no longer sustainable. Publishers are now looking for more transparency, control, and flexibility in their dealings with SSPs, which can only be achieved through a SaaS model. The article explains the benefits of a SaaS model for SSPs, such as consistent revenue streams, reduced costs, and improved customer relationships, and suggests that SSPs should begin the transition sooner rather than later in order to stay competitive.
Time, the iconic news magazine, is removing its digital paywall and making all its digital content free for readers. The move comes as part of an effort to reach more readers and expand the brand’s reach in the competitive digital news landscape. By removing the paywall, Time aims to attract more traffic and grow its audience, which it can then leverage to attract advertisers. However, some industry observers have expressed skepticism about the move, citing the challenges of monetizing digital news content in an era dominated by social media and search engines.
Meta, the parent company of Facebook, has reported strong first-quarter earnings, thanks in part to a surge in digital ad revenue. The company’s revenue from advertising rose 48% year-over-year to $28.1 billion, driven by higher ad prices and increased demand for digital advertising. The company also reported growth in its user base, with monthly active users across its platforms reaching 3.3 billion. The strong results come despite ongoing concerns about privacy and data security on social media platforms, and suggest that digital advertising continues to be a profitable business for companies that can navigate the changing regulatory and consumer landscape.
The article discusses Amazon’s demand-side platform (DSP) and how it is shifting away from relying on cookies for targeting. Instead, Amazon is using its vast amount of customer data to identify audiences and serve ads based on interests and behavior. This approach allows for more personalized advertising while also respecting user privacy. The article also notes that Amazon’s DSP has been gaining market share, in part due to its ability to target shoppers based on their purchase history. However, some advertisers are concerned about Amazon’s dominance in the ad tech industry and its potential to monopolize data.