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Problem is that adtech companies are extracting all the value from the news market There seems to be a huge gap between what ad buyers pay, and what publishers
by youngtaff 4y ago
Problem is that adtech companies are extracting all the value from the news market
There seems to be a huge gap between what ad buyers pay, and what publishers receive (one study showed The Guardian got as little at 10c for each $ spent) so publishers end up adding nore ads to try to compensate
- oliwarner 4y agoThe Guardian manages [at least some of their inventory] first-party. Their products and rates are refreshingly transparent. https://advertising.theguardian.com/ https://advertising.theguardian.com/ They may well use backup agencies for selling unfilled slots.
- youngtaff 4y agoThis is probably The Guardian study I was thinking of https://the-media-leader.com/where-did-the-money-go-guardian-buys-its-own-ad-inventory/ https://the-media-leader.com/where-did-the-money-go-guardian... Says in the worst cases they only saw 30% of the revenue Recent studies have shown even worse results for other publishers https://whatsnewinpublishing.com/how-much-publisher-revenue-is-lost-to-ad-tech-fees/ https://whatsnewinpublishing.com/how-much-publisher-revenue-...
- oliwarner 4y agoIt says that's the worst case for programmatic buys. I don't know their business, but I suspect most of their big money ads are direct sales and they pocket the lot. It'd be interesting to break down their income by source.