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>usually means less total revenue for the site if that's all they run. Does it? If native ads were blocked less, couldn't these units reach more eyes than RTB
by rhizome 7y ago
>usually means less total revenue for the site if that's all they run.
Does it? If native ads were blocked less, couldn't these units reach more eyes than RTB trash?
- manigandham 7y agoNative is a format, RTB is ad transactions and delivery. They're not mutually exclusive. If you mean an entirely custom format then that reach is offset by the higher production and impression costs, which results in less overall demand. Liquidity becomes an issue, which is why Reddit is a good example. They also use adzerk and built their own custom self-serve ad network but they make very little money compared to similar traffic using standard programmatic demand.
- rhizome 7y agoNative as in self-served non-RTB first-party, whatever.
- manigandham 7y agoThat would be the reddit example, just low overall demand for something like that. They could try it, but probably already did the analysis to see its not worth it.
- rhizome 7y agoI don't think demand would stay low if other sites started doing the same thing. Companies basically have to advertise, and they'll buy time with whatever outlet serves the eyes they want to reach. Ford Motors isn't gonna let MyPillow.com take over ESPN.com on Super Bowl day just because they don't like the advertising provider, method, or architecture.
- manigandham 7y agoYou're right, but it's impossible to overstate how uncooperative publishers are. They refuse to work with each other and every major publisher-run ad exchange has failed. Maybe privacy and data regulations will finally push them to change.