October 3: Placing Bets or Buying Insurance?

newsletter Oct 03, 2022
This past week, we had a dinner with a number of publishers (thanks to ArcSpan) and we had a fun debate about framing publisher strategies going forward. I contended we should be "placing bets". Someone else (anonymous only so he doesn't have to deal with his comms people) said it was more like "buying insurance".

Which do you think is the more appropriate term for what pubs should do when it comes to the coming changes to our industry?

I'll share where I landed:

Publishers should place bets
  • Accept that publisher first-party data is undervalued now but will grow in value and therefore requires attention and resources now to make it a stronger offering.
  • Some publishers should be getting data clean rooms and developing that capability as something pubs lead with, not wait for the buyers.
  • The top identifiers in the market are pretty clear; focus on them and not everyone.
  • Double down on efforts to establish a better relationship with your audience.
  • Speak up! Get involved! Be heard!

Publishers should buy insurance
  • You may not believe identifiers will stand the test of time, but they do work, and buyers want them. Make hay while you can and if you're wrong and they last, you still win.
  • In 2023, you will be asked to do more with the same if not less. Outsource. Automate.

Publishers should stop gambling
  • Using the trades to guide your strategy. Talk to your peers.
  • Doing nothing is the biggest gamble.

That's me just rattling off some ideas. What am I missing or have wrong? What's your go-to analogy?

Team.Beeler in the Real.World!?

Rob is emceeing DanAds Self Serve Summit 2022 on October 6!

Rob is also speaking on several panels at AdMonsters Publisher Forum Nashville, on November 6-9, and then at the Lead-to-Cash Bash on November 17-18 in Lake Buena Vista, FL. 

If you’re attending either event, let us know so we can catch up in real life. 

Dayna will be attending Programmatic I/O in New York on October 17-18. Send her a note if you’d like to meet and learn about all of the great things Beeler.Tech has to offer in the year ahead. Melissa, Amanda and Nick will be around New York for Crossroads. Speaking off Crossroads....

Will we see YOU at Crossroads?

Some of the biggest publishers in the world are attending Publisher Revenue Crossroads! Are you joining us? We only have a few tickets left, so if you’re thinking about attending, now is the time to grab yours. Register now to collaborate with your peers from:

Crossroads swag is ready for attendees – your special discount code was delivered last week. Didn’t get it? Check your spam folder. 

NEW! FatTail First Impressions: Deals Marketplace

Check out our latest First Impressions to learn how to streamline your buying process and increase revenue. 

Strategic integrations can make it easier for ad buyers to access and purchase your inventory, leading to revenue growth and fewer costly mistakes. FatTail’s Deals Marketplace integration simplifies the ad buying process and supports revenue growth. 

Publishers, sign in to watch this First Impressions here.

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