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ad views aren't important. Look at dollars in. Over time, net dollars in must exceed net dollars paid to publishers. I have a cxx role at a startup. We slas
by x0x0 7y ago
ad views aren't important. Look at dollars in. Over time, net dollars in must exceed net dollars paid to publishers.
I have a cxx role at a startup. We slashed our ad budget for the next 45-60 days until we figure out how deep our economic collapse is going to be; I suspect we're far from the only company.
The other thing about ecpms is most advertisers have a daily frequency cap for cookies. More browsing plus more ad slots does not necessarily equal that much more filled ad slots.
We're going to see a lot more ad-supported content companies fail as we destroy the ability to do cross-site targeting. (I'm not saying increasing privacy is bad; merely that this is an entirely-foreseeable outcome). Some sites will transition to paywalls; others will die.
Premier sites -- NYT, wapo, gawker family, etc -- will be able to do direct deals with advertisers. That takes both a dedicated salesforce, a draw, and frequent users. Mid-market sites like this will almost certainly not be able to do so.
See also Josh at Talking Points Memo's writing about transitioning to a mostly subscriber-supported model.
- Scoundreller 7y ago> ad views aren't importanT You sure? If it’s a supply and demand market, in increase in eyeballs can crash CPMs as the competition to get your ad to display craters. Kinda like how a small decrease in traffic (say 10%) can turn a highway from gridlock to free flowing.
- x0x0 7y agoI meant follow dollars in to understand dollars out. There will be some reallocation between publishers, but follow dollars in and you'll see what will most likely happen to ecpms out. The latter is a trailing measure. iow, you will probably get more views, but dollars will probably follow the economy.
- exolymph 7y agoAdvertisers only give shit about views insofar as views serve as a proxy for conversion.
- deleted 7y ago[deleted]
- jpeg_hero 7y agoi feel like the death of third-party cookies is not getting enough attention in the category of "death of the open web." if you are a small website, you "owned" that cookie. now small websites are going to have to strap into the big networks, or fade away like usenet.