A publisher reported that they’ve been reaching out to demand partners to reduce RESELLER lines. Historically, they capped at 40 entries and required minimum spend thresholds to remain. They have since trimmed every partner to 20 entries or fewer, with no drop-off in revenue.
Don’t advertisers make their own standards bodies and self-regulate? Can’t we do the same thing? Come up with a panel of industry leaders, brand the organization, and say this is how publishers do things?
I’ll start by saying I’ve been frustrated by the lack of progress in identifying which demand partners provide revenue via ads.txt line items. We’ve only had a few contributors. So I asked why this isn’t working. 60% of respondents said they just don’t have time.
“I know this is an old topic, but it came back to mind when AdBlock Plus asked me to take a premium subscription. Why is it that a company can generate revenue by blocking another company from generating revenue for the services they deliver?”
Does operating third-party inventory impact the perception of demand partners? One response so far: Some SSPs require legal authorization, but they saw significant improvements in performance and revenue. It hasn’t negatively impacted demand partner perceptions.
Multiple publishers report a sudden spike in Google flagging direct-sold and house creatives for malware. Alerts started a few days ago, with inconsistent clearing and no explanation. A Google incident was posted, but issues persist.
A discussion on early-November CPMs centered on unexpectedly soft pricing, with multiple publishers stating that levels remained below typical seasonal norms and that the traditional “November pop” has weakened. Several participants pointed to softer open-market demand.
Rough Q4 for programmatic. We saw Q3 end pretty well, but are now seeing some unexpected softness across the board. Normally, we don’t see a quarter reset this sharp between Q3 and Q4.
Some discussion around the potential pitfalls of testing multiple wrapper companies. The key is to maintain direct relationships with your partners. For those who work with multiple sites, keeping the wrappers separate is considered best practice.
A mixed bag of responses this week about OpenAds, and some of it stemming from understanding what OpenAds will do for publishers and where it sits. We’ll work on pulling resources together to help educate everyone, but until then, just reporting some of the reactions, questions, etc. that are coming up…