dsp

Is Apple Building A Demand Side Advertising Platform?

Apple appears to be launching its own demand-side platform, though details are thin. Recent job postings hints that the company is expanding its ad business. AnApple job postingindicated that the company is looking for a product manager with 8 years of experience building a mobile demand-side platform and optimizing mobile campaigns.

Digiday broke the news that hiring in the Ad Platforms division has risen significantly since the beginning of 2022. It also highlighted job listings that state Apple is building “the most privacy-forward, sophisticated demand side platform possible”.

Read N0w:AdTech Vs MarTech: Let’s Settle This Once For All!

Why a DSP?

For any ad company, DSPs represent their intent. Apple’s decision to make it more difficult for companies to sell ads within its ecosystem has enabled it to grow exponentially.

The DSP is a crucial part of any ad tech stack with the goal of winning more media dollars. Basically, it’s the technology that allows a marketer to automate their advertising. The automation of the process is important because it means marketers scale up campaigns based on performance indicator factors, aided by machine learning. It is important that the platform is well-engineered so that advertisers are satisfied and will spend more on it.

In order to create a good DSP, a significant investment of time and money is required. Times have changed and Apple seems to be changing its position on online advertising. This is settled through a DSP.

Applehas scaled and built its advertising business behind the scenes, leveraging its ecosystem assets and user data, they have created seamless consumer experiences. The next logical step in this evolution is for Apple to build its own DSP. As a result, they will have full control over how and where their data is used, preventing leakage outside of their walled garden.

Apple adds new ad plans

Earlier this month, Apple announced they were adding two new advertising slots to its App Store. In the near future, developers will have the ability to place ads outside of the Search tab and Search results. The new advertising spot will appear alongside editorial content on the ‘Today’ page of the App Store. Another ad placement will appear on product pages under the tab “You May Also Like”.

Will the DSP succeed?

Long-time Apple observers will know Apple’s iAds failure. It was a mobile advertising platform that allowed third-party developers to embed advertisements into their applications directly. But Apple takes another chance at that market, to add to its growing pile of services revenue sources. Introducing new advertising opportunities in the App Store and recruiting a team to build its own DSP.

AsDigiDay指出,目前还不清楚如果DSP是geared toward serving ads solely on Apple’s owned and operated properties, such as the App Store itself or on the millions of iOS apps, or even on third-party properties such as the mobile web.

For industry experts, Apple’s plans to launch a DSP are not particularly surprising especially considering industry trends and its privacy-oriented mission.

Read N0w:The Ultimate A-Z Glossary Of Digital Advertising!

JGroup and FoxPush Announces World’s First Arabic Demand Side Platform.

重点:

• Fox Push, the latest investment venture of JGroup, together announces the world’s first Arabic demand-side platform(DSP).
• The DSP platform will have Cost Per Action(CPA) and Cost Per Lead(CPL) bidding models.
• It will offer programmatic direct buying solutions to advertisers and media buying agencies.
• The Arabic DSP will enhance the performance of the targeted campaign with the focus on Arabic speaking demographic through the power of mobile, video, and display.
• The Arabic DSP is linked to premium publishers across GCC as well as over 50 prominent SSP’s worldwide.

Recently, JGroup invested USD 15 million in the Dubai-based adtech start-up FoxPush and together announced the launch of the world’s first Arabic performance-based demand-side platform(DSP). This marks their second phase of the partnership that focuses to unlock endless opportunities for advertisers, media buying agencies, and brands while focusing to create a global footprint within thedigital industry.Imad Jomaa, Founder and President of JGroup said,

“Digital consumers are swiftly changing the dynamics of advertising across the globe. Advertisers, media buying agencies and brands are expected to interact with digital consumers at every touchpoint to ensure they secure the top of mind brand recall.

With the world’s first Arabic DSP, we enable a brand to achieve this part of the customer journey with ease, especially when they want to focus on the Arabic speaking audience. The launch of the first Arabic DSP in the world is a milestone achievement not only for us but for the whole advertising industry. It helps, supports and motivates all of us to broaden our offerings to the Arabic-speaking demographic and elevate the engagement level of digital advertising.”

The first-ever Arabic DSP in the market includes Cost per Action (CPA) and Cost per Lead (CPL) bidding models to cater to the targeted requirements of advertisers, media buying agencies, and brands worldwide. It has access to premium publishers across GCC and 50+ leading SSP’s worldwide.

DSP is a software solution used by advertisers to purchase videos, display, and mobile ads in an automated fashion. JGroup and FoxPush elevate the DSP performance, especially to capture the mind space of Arabic audiences. Ahmed Elsayed, Co-Founder, and COO at FoxPush elaborated further and said,

“启动第一个阿拉伯语在世界是一个DSPmoment of pride for us at FoxPush. It is a game-changing solution that is engineered to cater to the Arabic audience and truly focuses on their needs and demands. There are over 420 million Arabic speaking people in the world and our Arabic DSP will enable brands and advertisers to help reach out to this wide demographic through the power of mobile, video and display. The solution has the capabilities to drive the wave of transformation forward within the digital advertising industry.”

Advertisers and media agencies will be able to access the new Arabic DSP in early Jan 2021. Meanwhile, JGroup and FoxPush are open to the idea of creating accounts for selected brands and advertisers.

About JGroup:

JGroup, a Lebanon-based holding company with a presence across the Middle East, Europe, Asia, and the United States. The regional group is established by prominent entrepreneur Imad Jomaa. The regional company’s portfolio comprises 38 subsidiaries operating across several industries that include Digital Media, Advertising, Real Estate, Production House, Production, Technology, Contracting & Development, Pharmaceuticals, Printing, Sports, Distribution, Hospitality, Art, and Investment. To know more, checkhttp://www.jgroup-me.com

About FoxPush:

FoxPush is an emerging Dubai-based Adtech startup founded by co-founders Ahmed Elsayed and Mohammed AlMali. It is well-known in the regional adtech industry for its programmatic advertising platform based on the cost-per-lead buying model. The platform delivers qualified leads to the brands and advertisers and helps businesses to enhance the performance of their websites and targeted digital campaigns. It has a rich source of curated data of the Arabic audience and publishers’ side solutions used by over 50,000 portals worldwide including regional outlets in the MENA region. To know more, checkhttps://www.foxpush.com.

Demand Side Platform(DSP) Launched by Samsung Ads

A self-servedemand-side platformhas been introduced recently by Samsung Ads. Samsung Ads is a television advertising unit of Samsung.

The feature will enable programmatic buyers to access the CTV exclusive inventory. It will also help them to reach an approximate of 45 million households using Samsung devices. Further, letting them access their data and trace their footsteps for better advertising and building strong campaigns to maximize the sale of their products.

It is undoubtful that Samsung has created a strong user base across the globe. Hence, the new demand-side platform by Samsung ads will enable the programmatic buyers to utilize this user data for better advertising techniques. Samsung is one of the biggest electronic product selling industry across the world. Its gadgets in the electronicmarketrange from smart Television, mobile phones, tablets and other accessories, frequently used by android users.

因此,utilizing Samsung’s DSP will surely give an upper hand to theprogrammatic buyers.

As we have already discussed, Samsung has a widerange of audiencesusing its devices. The advertisers using Samsung’s DSP can manage the frequency and the range of their campaigns of mobile, desktop, connected (CTV) and linear TV.

The buyers of Samsung’s DSP are free to use third-party inventories and audiences alongside with the Samsung’s Ads proprietary data.

Samsung Ads consist of a huge database of video data from its millions of smart devices. These devices consist of both TV and mobile.

Samsung is not the only brand which is trying to spread its wings in the field of advertisement. In December 2019, Samsung’s competitor Vizio has launched its sales division for advertising. The division enables the advertisers to utilize its frequency, duplicate audiences and manage their range across linear buyers and OTT.

然而,Vizio没有DSP。因此,we can say that Samsung is trying to stay afoot from its competitors.

Last month, a feature called True Incremental Reach was introduced by Vizio for its advertisers. It enables advertisers to gain input data on extra user achieved when buying commercial from Television makers directly.

Innovation In Google During The Tough Times Of COVID

While most of the brands are struggling to survive during the tough times of pandemic, Google has set its goals right for the whole year. It is innovating itself without any trouble. Every month Google targets to enhance itself, according to the growing demand of the society. Google makes sure, that it fulfills the need of its users by providing them with exactly what they desire.

Recently, Google introduced two new features for its search portals. One of the features is designed, and dedicated to the Black community. The feature will help in the upliftment of the community in society and will aim to end the injustice against them.
Due to the rise of anger in the community against the centuries-long injustice experienced by the community, several brands came forward to show their support towards the community. Google was amongst them.

#BlackLivesMatter!

To fulfill his promise, the CEO at Google, Sundar Pichai recently added a feature to the map and Google search listing.

This feature is launched toempower the Black community. The feature will highlight businesses owned by the Black community helping them grow. However, only those members can avail of the benefit whose business has verified profiles in the US. Also, the business must be owned by a member of the black community.

Those businesses highlighted under this feature will be marked by an image(as shown below). The symbol will signify that the business is owned by a member of the Black community.

It is said that the step was taken to provide a financial boost to the community. It is a foreseen step to finally end the orthodox discrimination towards the community. Google is also partnering with U.S. Black Chambers, inc. To provide better features like Analytics helping the businesses groom and blossom.

In a statement regarding this following statement was issued by Google:

“As part of our$300 million commitmentto support under-represented entrepreneurs, we’re integrating the attribute into the digital skills training programs we offer Black business owners through Grow with Google Digital Coaches. And through Google for Startups Accelerator for Black Founders, we’re starting our work with the first cohort of 12 startups.”

Google is keen to develop the feature even more and is seeking ideas internally. According to the management, they have already received more than 500 creative ideas to get this model to develop more brilliantly.

The company is also working on better and much strict“Policies against hate and harassment”

“About this ad”- More power tothe user!

更透明的方式向他们的使用rs, Google has launched a new feature popularly known as “About this ad”.

To implement this feature Google will belaunching new tools.It will help theusers gain informationabout theadvertisementthey are receiving.Itwill helpenhancesecurityand willincrease user privacy on the digital platform.

According to Google spokesperson,thevision isdesigned for a“thriving internet where people around the world can continue to access ad-supported content, while also feeling confident that their data is protected”.

“But in order to get there, we must increase transparency into how digital advertising works, offer users additional controls, and ensure that people’s choices about the use of their data are respected not worked around or ignored.”

Google Ends All Gossips: Revealed Fee Structure For Advertisement Tools

For a long time now, tech giants like Google are have faced a lot of criticism. Most of those were linked to their explicit behavior when it comes tomoneyand user privacy. After being criticized and called upon several times by different government authorities for blind approach in the business during the usage of advertisers’ money, Google has finally decided to be more transparent with its business policies and proposals.

因此,Googleshared alist of pricingfor its tools used by advertisers for the advertisement.It was a huge step by Google, since before this release, advertisers were kept in the dark about the spent of their share of the money, and the profit earned by Google.

The tools for which Google revealed the prices include, DV360, Google Ads, ad manager, and its publisher tech.

The revealed prices are as follows:

These prices were revealed by Google in a series of articles and blog posts.

The prices are in the ratio of percentage for a $1 amount spent by an advertiser on an advertisement, divided between the publisher and Google.

• Google tech:Publishers – 69%, Google – 31%
• DV360:Publisher – 87%, Google – 13%
• Ad Manager:Publisher – 82%, Google – 18%
• Google Ads:Publisher – 86%, Google – 14%
• Ad sense by Google:68% share taken by Google of the total spent by the advertiser.

Google has never been so transparent in regards to its prices, the sources say that this new transparent face of Google is due to the ongoing legal hearing conducted by the state attorney general and the Department of Justice.

Google Updated Its Demand-Side Platform With DV360!

Innovation has always been the motto of the company. To make sure that the advertisers at Google are equipped with the best tools available in the market, it recently launched its new self-service toolkit known as Display & Video 360.

The tool is launched to change the landscape of the advertisement.Display&Video 360isa gift to its advertisers by Google.

Earlier, advertisers used the tools to make a hypothetical projectionwhile running an online marketing campaign. The most crucial question that bothered the advertisers wastheamount ofaudience that theywillreachwith the campaign. To make sure it’s no more a hit and try show for the advertisers, Google launched DV360.

With the DV360, the advertisers can now create a new campaign and check its reach to the audienceas the tool provides a duplicate view of the campaign.The duplicate view will help the advertisers view the exact or say a more accurate number of audiences that they will reach with the campaign. Hence, no more blind bets!

The toolhas better forecastingcapabilities, giving the advertisers a glimpse of the future for their campaign.It is also a better solution for the media planners as it provides them with a large proportion of benefitsas better access to the tool as they always have a larger role to play.

The most crucial answer answered with the tool is,“how many unique people can I expect to reach with my overall campaign across any open auction display and video inventory as well as YouTube?”

According toAnudeep Pedditi,Programmatic Manager, OMD NZ:

“Once we commit to a reach objective, neither underachieving nor overachieving is an option. Display & Video 360 gives media planners the accuracy they need to effectively plan across all our programmatic campaigns.”

The Tools main aim is to provide the following features to its advertisers:

• • • • Focus

      • Options For Buying

      • Optimization And Reporting

      • Security

      • Conclusion

How Google’s Page Experience Will Change the Face of SEO in 2021

Googlewilllaunch a new algorithm for its page experience and design.Thenew modelwill be basedon user experience.

The new algorithm will surely affect SEO andwebtraffic. Therefore, to make sure that the advertisers are not affected by the changes, Google has announced that they will apply the changes in 2021.They have promised toinformupfront,at least six months beforehand.

An early reminder will helpadvertisersto preparethemselves for thechanges.

However, Google made it clear that the new algorithm will be even stricterinranking the web pages. If the user experienceof aweb-pageis poor, Google will not rankthepage on to the top list.

Google has also published a detailed document dedicated to the page experience criteria.

The new algorithm will consist of some core vital features. This feature includes the following:

• Largest Content富尔语Paint (LCP):Measures the loading performance of your webpage.
• First Input Delay(FID): Measures the user interaction with the page.
• Cumulative layout Shift: Checks the stability factors of your webpage.

The Accelerated Mobile version (AMP) will also play a major role in the ranking of your page, as will be a metrics for the page experience.

Also, good content will always playalead role in the page ranking.

Asper a statement:

“While all of the components of page experience are important, we will prioritize pages with the best information overall, even if some aspects of page experience are subpar.

A good page experience doesn’t override having great, relevant content. However, in cases where there are multiple pages that have similar content, page experience becomes much more important for visibility in Search.”

Hence, entrepreneurs, startups, and businesses should be well prepared for the new changes.

Every 2020 Google SERP Feature Explained: A VisualGuide

Haveyou ever imagine the amount of traffic Google experience in a minute, month, or year?

Well, here are some fun facts, every second there is an approximate of63,000 search queriesentered on Google search.

Also, near to 2 trillion searches are conducted every year!

Isn’t it amazing? However, you might ask,whydoes it matter?

Let us understand!

Google holds an approximate72% market share of search engines.To make sure that your webpage is listed on the top of the list of Google search results you must have an understanding of Google SERP (Search Engine Result Page).

What is SERP? And, what all it provides to the advertisers on Google?

The Search Engine Result Page of Google has gone through a lot of changes according to the user view. It has become much more dynamic, relevant, personalized, and helpful.

Now the search engine of Google is equipped with several enhancements that usestructured data.The search page consists of visual enhancement, better index, and optimization for the website. You must be aware of all these changes if you are planning for a better organic ranking for your website.

Here is the new enhancement for the search page of Google:

• Direct answer Box
• Rich Snippet
• Rich cards
• Knowledge Graphs
• Knowledge Panels
• Local Pack
• People also ask
• Image Pack
• Site Links
• Twitter
• Newsbox

You must be equipped with the knowledgeoftheseforbetter resultsinorganic ranking.

Rejoice Small Retailers: Selling Products is Now Free On Google Shopping

MSME’s got adversely affected due to the widespread of COVID-19. Several small and medium scale businesses have lost their source of income due to the sudden breakthrough of this epidemic.

Therefore to make sure that these businesses sustain the effects of the crisis, Google is allowing small retailers to list their products for free on Google Shopping.

Explaining this decision,Bill Ready, President of Commerce at Google citesthe fact that it is difficult for struggling businesses to pay for Google shopping listings at this time.

“And as consumers increasingly shop online, they’re searching not just for essentials but also things like toys, apparel, and home goods.

While this presents an opportunity for struggling businesses to reconnect with consumers, many cannot afford to do so at scale.”

Earlier, Google charged its customers as Pay per click (PPC). It can also be seen as a tactic by Google to compete with Amazon in the market of e-commerce.

Privacy Sandbox By Google Shows Backdoor To The Third-Party Cookies.

Two years ago, Google announced that it will discontinue the usage of third-party cookies in its browser, which is Google Chrome. Since the announcement, several speculations surfaced, to understand its effects on internet traffic and advertisement. However, Google seems determined about the elimination, and this year Google announced “Privacy Sandbox” a step towards the replacement of third-party cookies.

It is developed to provide a secure browsing experience to its user.

According to a spoke person from Google, “This is an early-stage concept, and we don’t have more details to share right now, We plan to publish updates and progress in GitHub as part of the process.”

The concept uses a new algorithm designed by performing“Bit Request Signal Experiment”.

Privacy Sandboxwas launched in August. The idea was to innovate ad recurrence and behavioral advertising. It aimed to help them work on the web without using third-party cookies. A mega event was organized, 163 giant tech organizations like Apple, Facebook, Axel Springer, The Washington Post, Criteo, The Trade Desk, and even Google participated. All are requested to share their views via. World Wide Web Consortium or GitHub to help the project succeed.

However, according to the Google developers, it is still in its initial stage and there is a lot of work that is needed to be done in this field.

Google pledges $800 million to coronavirus relief, including Ad credits

Google CEO Sundar Pichai explained:

“As the coronavirus outbreak continues to worsen around the world, it’s taking a devastating toll on lives and communities. To help address some of these challenges, today we’re announcing a new $800+ million commitment to support small- and medium-sized businesses (SMBs), health organizations and governments, and health workers on the frontline of this global pandemic.”

The commitment includes:

• WHO and other health organizations will get $250 million for advertisement.
• MSME’s and NGO’s will get $200 million.
• An additional $15 million in cash will be granted by Google.org to non-profits to bridge the gap between SMB’s.
• Those small businesses that are already active for a year with Google advertisement will get the help of a total of $340 million in Google ad. They will receive the credit in their accounts and can spend it by the end of 2020.
• The academic and research institutions in the field of COVID research will get $20 million.
• Financial support will be provided to the organizations to increase the production capacity for life-saving equipment.

However, not everything went great for Google during this tough time of COVID:

Google Cuts Marketing Budgets by 50%, Freezes Hiring.

Key Points

• Budget cuts and hiring freezes across marketing and across Google.

• For the second half of 2020, Google is cutting its marketing budget to 50%.

• The cut is due to the reduced expenditure on advertisement by the brands during the time of the crisis.

• The development comes in less than a week from where Google is scheduled to discuss Q1 2020 results on 28th April.

According to a statement released by email:

“There are budget cuts and hiring freezes happening across marketing and across Google…We, along with the rest of marketing, have been asked to cut our budget by about half for H2.”

A company spokesperson said in an emailed statement toCNBC,

“As we outlined last week, we are re-evaluating the pace of our investment plans for the remainder of 2020 and will focus on a select number of important marketing efforts….We continue to have a robust marketing budget, particularly indigital, in many business areas.”

…we continue to invest, but will be recalibrating the focus and pace of our investments in areas like data centers and machines, and non-business essential marketing and travel.”

Google Withhold Programmatic Data, Advertisers Pulls Back Ad Spend

As quoted by Digiday, the Head of Display at the U.S based retailer said,

“Google’s ad exchange didn’t make the list primarily because they’re not willing to give us any transparency or data around not only their take rates on our media sped but also anything we could already pull from our demand-side platform.”

“We’re seeing Google’s ad exchange become slightly less of the total pie,” said Jay Friedman, president at programmatic agency Goodway Group to DigiDay.

”I don’t have a percentage but it’s less but not significant.”, he further added.

The advertisers registered their doubts and raised concerns regarding the non-transparent behavior of Google. However, this must have been resolved after the release of the price list for itsadvertisingtools by Google.

Google Is All Prepared To Compete with Amazon In E-commerce Market.

Google is all set to reveal itsnew initiativeto fight the dominant Amazon in the e-commerce business.

After a series of serious attempts made by Google, to end the monopoly of Amazon in prior consecutive years, that is in 2013, 2014, 2017, and 2019. 2020 seems to be severely crucial as more customers are turning towards the online market every day, due to the COVID virus spread across the world.

Googleannouncementwas a clear indication in the direction of its plans to spread its roots in the online market. Google has declared to charge lesser sales commission from the sellers on its platform and will also let third-party sellers like Shopify to use its platform.

Currently, the commission rates of Google’s online sales platform range from 5 percent to 15 percent depending on thecategoryof the product.

Google might dominate the field of knowledge and information when trying to search for information. But, when it comes to searching and buying goods online, Amazon is the first choice of consumers. Due to consumers’ first choice as e-commerce, Amazon is spreading its wings in the advertisement market, which is a clear threat to Google’s core source of earning.

Google has taken several hits during these years while competing with Amazon. In a seven-year-long battle with Amazon, Google introduced several products to compete with Amazon. However, none of them succeeded. One such attempt at Google wasGoogle Shopping Express! Theservicelaunched in 2013, offered one-day delivery for groceries. The users can take an annual membership for $95 and can avail of faster service. However, Google ended up shutting down the project.

After its failed attempts with Google Shopping Express, Google decided to convert it intoGoogle online Mall. The Google online Mall included retailers like Best Buy and Target. In 2017, Googlepartnered with Walmart.This deal was supposed to bring many fortunes to the Google onlinemarket, but unfortunately, the partnership ended too soon.

However, never giving up Google, added a buy button to its search engine. Theonline-buttonallowed the users to directly purchase the search engine, with the help of their credit and debit cards.

For an effective competition strategy with Amazon, Google brought in Bill Ready. Bill Ready was a former executive at PayPal.

The announcement in April came as a piece of happy news for the retailers. Now, retailers can list their products for free on Google online market listing. However, early the sellers had to buy theadsto get their products listed with Google. By this step, Google is expecting to attract hugeaudiences!

Mr. Ready, in an interview, described the position of E-commerce across the world. According to him, there is a wide range of audiences who are shopping online for their needs. Although, there is just a handful of platforms entertaining all of them.

“We want to make sure selling online is easy and inexpensive,” said Mr Ready. Follow

According to Google spokesperson, the changes will be visible to the people in the USA. Those who are already listing products on Amazon can use the same listing on Google, that is, without making any changes to the format.

The aim of Google is to take over Amazon, or at least, for the time being, be the biggest competitor. However is a 20 minutes long conference, Mr Reddy shy out to take the name of their competitor, even for once.

Even when asked the question to name the largest rain forest in South America, Mr, Ready decided to dodge the question.

Although, he stated:

“Consumers benefit from a diverse and thriving ecosystem of sellers.” Adding that, “There is no one player that can serve all the needs of consumers.”

Index Exchange Joins Hands with Prebid.Org to Deal with Industry Crisis

Prebid.org an organization that manages open source Prebid programmatic advertising solution announced that Index exchange (IX), one of the highly known supply-side platforms has joined them at the leader level. Mike O’Sullivan, Vice President of Product at IX has also joined the board.

Independent adtech firms are struggling to monetize the open web. As the regulations increase and third party cookies decline, the advertising ecosystem continues to face challenges in searching for new ways to track and monetize users on the open web. This reinforces the need for industry leaders to come together to build a collaborative solution otherwise there are high chances of intense competition from the duopoly like Google and Facebook.

Mike O’Sullivan said in a statement,

“The industry has very little time to solve for what’s to come after the third-party cookie, and we know collaboration is going to be an essential element of our path forward.”

“In addition to solving the third-party cookie challenge, publishers are increasingly trying to monetize in an omnichannel world, and with that comes complexity. Prebid.org is an excellent forum to discuss, design, and standardize potential solutions with a wide variety of stakeholders.”

Prebid.org is an industry-wide supported initiative to promote the fair, transparent, and efficient unified auction. Participating members contribute to the open-source projects like Prebid.js,Prebid Server, and Prebid Mobile. Index Exchange will be joining the Prebid.org team of 55 member companies that include CafeMedia, Magnite, MediaMath, OpenX, Pubmatic, SpotX, StreamAMP, The Trade Desk, and Xandr.

Tom Levesque, President of Prebid.org.said,

“We’re very excited to have Index Exchange join Prebid.org. The community is looking forward to their contributions and leadership across the ecosystem.”

“IX’s participation solidifies Prebid.org’s role as the best place for publishers, SSPs, DSPs, and buyers to create the future of the unified auction.”

Adtech companies are collaborating together to find a solution to third-party cookies afterGoogle announced turning web trackers from Chrome by 2022.and recently, Index Exchange took Live Rampcookieless identityproducts globally in an effort to connect publishers and advertisers.

Read More:LiveIntent and Rubicon Project Invest on a Non-Cookie Based Identifier

Google Ends All Gossips: Revealed Fee Structure For Advertisement Tools

Since a long time now! People were keen to know the prices of advertisement with Google, especially after it declared its DSP, DV360. The speculations were high, as there are always some hidden charges, including taxes.

However, Google ended this ongoing gossip! By releasing a series ofblogsandarticles, it painted a clear picture by releasing its fee structure for its different portals.

These portals included Display and video 360, Google ads, Ad Manager and its publisher tech. It is the first incidence where Google came out openly with its prices.

According to an aggregate data of 2019, if the advertiser spent $1 on the media with Google tech, the Publisher received a 69% share from that dollar. Whereas, the rest 31% is the profit gained by Google.

Reportedly,DV360( DSP) takes only 13% of $1 spent by anadvertiser on media. On the other hand, Ad Manager charges an approximate of 18% of the dollar spent by the advertiser.

However, with Google Ads, the campaigns include the display, it charges 14% of every dollar spent by an advertiser. The ad networks charge theiradvertiserson the bases of cost-per-outcome. However, they pay the publishers on a CPM basis. Therefore, the cost varies on average.

Google disclosed the direct and programmatic amount, which they charge from publishers.

In ananalysis前100名新闻出版商,他们使用的是谷歌,discovered that they directly or indirectly(through partners) sold three-quarter of their inventory to the company. In that setup, Google charges an approx 1% fee based on thead requestsvolume.

For the advertisements, in the remaining quarter filled programmatically, Googles charge, for handling the impression was 16%. it also clarified, for any impression filled directly by publishers, Google only charges 5% of the total revenue.

Although, there are a couple ofwarnings: While publishers use different DSPs to sell advertisement through multiple ad exchanges, they might be paying variable amounts for these advertisements. Through open biding, Google charges 5-10 per cent fee. However,advertisementssold by Ad Manager is charged with a 20% fee.

Also, it’s not yet clear howAd-senseworks in all this share proportion. According topreviously shareddata, Google takes with Ad Sense is around 68%. However, it wanted to clarify to the publishers that it doesn’t double charge them with its additional charges for Ad Manager.

Why All of Sudden Google is so Transparent?

Well, Google wants to prove that it doesn’t fraud its users. Since a long time now, it has been suffering from allegations.

Also, there is suppose to be an antitrust case which is anticipated by the tech giant this year. During this time frame, several parts of its business will be under a minute check. The state attorney general and the Department of Justice is supposed to be meeting on Friday, to discuss the case. This information was provided byThe Wall Street Journal. Hence, as Google is earning a large chunk of its revenue from Ads, it could be one of the things that thedepartments will investigate.

Last year, an antitrustpaper releasedfaulted tech giant on its in-efficiency of sharing end-to-end fees. In a statement, it stated, “No one (other than Google) has visibility into what happens between AdWords and AdX.”

Even the programmatic ecosystem was demanding a transparent approach from Google. Sellers and buyers started to realize that their contract with the company, doesn’t give a clear justification of fee, which Google charged them.

The transparency started flooding the market nearly three years ago. Some independent ad technology companies including卢比孔河项目and AppNexus shared data on their take away share of the money. They did so to get rid of the pressure from the industry to reveal the hidden fees. After that, the Trade Desk decided to go public. Hence, they reveal their feesevery year.

ISBAis frequently auditing the supply chains. All this, to uncover the hidden charges. Marketers and other tech buyers are demanding fromBlockchainto provide them withlog-level data. These are the clear indications that publishers and advertisers are looking for transparency. The tech giant is trying to address the issue by providing transparency to its advertisers.

DSPs Fobid Bid Duplication: New Fairplay In Programmatic Advertising.

Publishers use the exchange to bid on their behalf for ad impressions.Exchangestry playing smart by trafficking multiple bids for the same ad impression, to increase the probability of getting the bid.Their smartness failed them in this economic downfall and guided them towards extinction.

Due to high traffic, the cost to request bids has increased. The demand-side-platforms were already under pressure, and economic situations made things critical. This lead to the pounding of the concept of bid-duplication. Now,MediaMath is establishing a new supply chain that won’t include SSPs selling duplicate impressions. To make an example of that, last month,Trade-desk had already given notices to all the SSPs拆除所有的重复报价for the same auction. The Trade-desk gave SSPs a two-week time frame which is further extended, but DSPs are expecting the SSPs to fall in line in time.

乔伊比赛中,贸易partnersh主任办公桌ips EMEA said: “By tackling the bid duplication problem we’re hopeful that it will give publishers visibility into an egalitarian measurement of their SSP partnerships as adding another isn’t necessarily going to drive additional revenue for them in a big way.”

This could be a problem for some SSPs. As, Karim Rayes, chief product officer at Tremor International’s stated: “The clampdown does affect our SSP — as it does every other SSP out there — as we cannot send the full breadth of our supply to our buyers using these DSPs.”

Since the emergence of header bidding four years ago, publishers like Trade-desks were rewarded by DSPs for auction duplication. More bids for the same impression meant more revenue generations for a DSP. This crackdown of Trade-desk doesn’t remove the incentives completely, but in a manner reduces the extent of rewarding publishers for the usage of the same exchange several times.

Founder of ad tech consultancy, AdProfs, Ratko Vidakovic said: “I understand the economic rationale for why The Trade Desk is trying to flush outbid duplication but they’re doing so in a crude manner.”

Further, he stated that “The Trade Desk is asking publishers and SSPs to chop off branches to their supply in a way that treats them all equally when they’re not. One SSP might sell specific inventory, for example, so it’s just not about these partnerships being used to serve multiple bids requests for the same impression.”

It might be one of the reasons why MediaMath is applying a different approach for the SSPs it works with to suppress the use of bid-duplication. Now, DSPs will only be allowing those exchanges to place a bid that doesn’t barter various impressions to the identical publisher.

Jeremy Steinberg, from MediaMath, who is the global head of the ecosystem stated: “We’re more focused on precision when it comes to bidding duplication.”

Further, he said, “The aim is to work with SSPs and publishers on a partner basis to understand how we can leverage performance data alongside tools like sellers.json and SupplyChain Object to understand what’s the best impression for our clients.”

However, SSPs gave a positive response to the Trade-desk crackdown. CEO of Engine Group’s SSP EMX Global, Michael Zacharski, welcomed the decision as a positive approach towards a non-duplicative inventory.

“我们认为,应该卖一个一个的印象time from an individual exchange, but I don’t think we are yet in a world where publishers sell inventory through just one exchange or source,” stated Zcharski. “Cost reductions up the funnel on the buy-side will shift dollars towards stronger alliances between buyers and sellers creating a need for more custom and flexible marketplaces on top of a simplified supply chain.”

Integrating multiple wrappers to duplicate bids made events doubtful, and unfairly exploited for programmatic auctions. This kind of process will no longer be tolerated and will be screened efficiently. But, the basic proposition of heading bidding — allowing publishers to execute concurrent auctions for analogous impressions — isn’t going off.

Founder of programmatic consultancy Jounce Media, Chris Kane stated:

“What’s clear is that The Trade Desk is using its market power to change incentives for publishers and ad exchanges.” He further added, “Sellers will do what buyers reward, and we are beginning to see buyers reward more efficient supply paths.”

Publishers Look For New Income Alternatives As Adtech Revenue Declines

Adtech industry has already been in an unstable situation for the past two years loaded with debt. It has been a challenging situation for major tech providers as well. Many of the companies were start-ups, fully leveraged, or hoping to come out with an IPO soon.

COVID-19 pandemic only worsened the situation, for now, companies are to stay above water. Publishers fear that the two-year revenue gains will be over.

With overconsumption of video content, premium ad placements have also declined. The publishers are also concerned about encountering payment uncertainty from ad exchanges and third-party revenue sources.

Co-CEO Rotem Shaul ofPrimiswhich is owned and backed by the Interpublic Group and Universal McCann.shares with Digiday the concerns from publishers and said,

“The publishers we work with are prioritizing safety.”

因此,publishers are rapidly finding new and stable ad formats and ad programs across platforms to continue with additional revenue streams ad reduce dependence on one ad format. The new ad format includes native, display, video advertising content, and scrolling videos that give way to new opportunities. Publishers are also using this quarantine time to improve and update the programmatic systems -page loading speeds, update adtech stacks, and refreshing sales team on the latest developments.

CEO Roetm Shaul added with an increase in consumption, publishers should do everything they can and should partner with companies that will continue post-crisis too. They should look for new ways to diversify their adtech portfolio.

All this would have been a little easier to experiment with vendors before the tightening of the economy as they had the luxury of freedom and money to test and determine the best solutions. Currently, the focus is on the cash flow with low pays or no pays, putting pressure on the managers to deliver revenue.

In this down economy, this will lead to a vicious cycle. Publishers will be hesitant to give chance to small vendors for fear of being unpaid or will be enforced for replacement ad tech. With these concerns, publishers will leave small companies and they will lose more money and business which will lead to bankruptcies or shutdown. This will create more worry over working with small vendors and publishers moving to bigger vendors.

Present scenario of publishers

According to Digi Day, Shaul said,“Publishers are frantically moving their businesses to safe havens like Google, Verizon and other big companies.” Companies may not offer the best deals but no uncertainty over the payments.

然而,有供应商喜欢随心所欲(拥有by Comcast), SpotX (owned by RTL), or Primis who can offer similar levels of stability. They are equipped to offer attractive deals and keep the revenue stream intact.

Again, Shaul said to DigiDay that at Primis, all publishers want to hear is about security and safety in these uncertain times. He added,

“Even we feel the concerns from publishers. Fortunately, they do categorize us as a big company, as we are a part of IPG, and once they see the letters IPG and know that they will back us up, they relax.”

This unpredictable time will teach new learnings. To drive fresh revenue streams, new ad programs are set up. For ad tech and publishers, these new practices for stability and innovation will be carried forward. The revenue-strapped publishers and vendors will stabilize, then sustain, and once again grow and prosper. It’s all these important learnings that will lay a new foundation for their relationships and campaigns in the future and make stronger business for both sides- vendors and publishers.