Lisa Mollura

Recent Posts

AMP Survey Reveals Publisher Challenges

Posted by Lisa Mollura on Mar 8, 2017 9:14:23 AM

We recently reached out to our AMP enabled publishers to understand their overall AMP experience, what they found beneficial, and if they came across any specific pain points. We targeted our large and medium-sized publishers and focused on two categories: Traffic & Engagement and Ad Revenue. Here’s what we discovered.

Traffic & Engagement
Publishers are moving quickly to improve mobile experiences as mobile internet usage continues to grow. Approximately 41% of publishers surveyed have enabled AMP on the majority of their site pages, hoping to ease the pain of mobile latency. AMP implementation is such a priority that the majority of publishers are putting time and resources into optimizing AMP.

Although many publishers have enabled AMP on the majority of their site, half of those surveyed indicated that less that 25% of their site’s mobile search traffic is going to AMP. To add to this frustration, publishers have indicated that it’s challenging to measure AMP page performance.

Ad Revenue
Feedback related to ad revenue raised a number of issues publishers currently face. Monetization on the mobile web has not been an easy undertaking for most publishers and AMP is not without its issues. In terms of which AMP ad formats publishers surveyed use, all have enabled display ads and only a few have implemented AMP sticky or video formats.

Overall AMP performance was reported to have worse performance than standard mobile ads for half of the publishers surveyed. When we asked publishers how they source demand, we found that most publishers integrate with only 2-3 demand sources. With limited demand sources and ad formats, it’s no surprise that many publishers are experiencing lower CTRs and fill rates on AMP.

What’s Next?
While AMP has alleviated some of the frustration that publishers have felt with mobile latency, there are still many hurdles to overcome. Without proper analytics, publishers will continue to have a hard time modifying and optimizing pages for better performance. The biggest struggle publishers face is monetizing their AMP pages. Revenue opportunities will increase when publishers have access 2 major components: more demand sources and more AMP ad formats. Once publishers have access to both, they should see an increase in CTRs and fill.

33Across is addressing these publisher challenges with plans to release our AMP revenue products in the very near future. We are dedicated in helping our publishers earn more revenue and increase fill.

Interested in learning more? Sign up here to be the first to know about AMP updates.
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Topics: publishers, monetization, AMP

Election Day | 33Across Rocks the Vote

Posted by Lisa Mollura on Nov 1, 2016 10:02:44 AM

Election day is quickly approaching and it in fact may be one of the most important elections for our generation. For that reason 33Across is participating alongside organizations such as Take Tuesday and Take Off Election Day to encourage employees to exercise their civic duty.

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Monetize mobile web traffic programmatically

Posted by Lisa Mollura on May 24, 2016 12:43:00 PM


We're excited to announce the addition of Mobile In-Feed placements to our outstream suite of video products. With the addition of this in-article mobile placement, 33Across publishers can now monetize the mobile web at programmatic scale. With mobile video slated to outpace desktop and reach $6.82 billion in digital ad spend by 2019, we're excited to introduce this product to help our publishers monetize such a highly demanded inventory source.

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Topics: programmatic, mobile, outstream video, monetization, video advertising

33Across integrates new audiences into Oracle Data Cloud

Posted by Lisa Mollura on Apr 12, 2016 9:39:26 AM

We have some exciting news to share! 33Across announced its partnership with Oracle Data Cloud. Bringing more than 200 unique audience segments to the Oracle Audience Data Marketplace, this collaboration will deliver 33Across' immense data collection to allow marketers to effectively reach targeted audiences. Read the entire release here

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Topics: 33Across News, data, Audiences

Political digital advertising by the numbers [Infographic]

Posted by Lisa Mollura on Apr 11, 2016 2:30:42 PM

With the 2016 elections heating up, digital advertising might be the one thing that tips the scale for candidates. Though not as large as traditional television, digital ad spending is the fastest growing slice of the political advertising pie and quickly becoming lucrative for ad tech companies. 

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Topics: video, programmatic, digital advertising, political advertising

33Across Water Cooler Recap [3/11/16]

Posted by Lisa Mollura on Mar 11, 2016 7:30:00 AM

What's the buzz around the office this week? Facebook shuts down its ad bidding software, the IAB has a new 'DEAL' to fight ad blocking, and in-house programmatic buying. 

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Topics: programmatic, News, ad blocking

33Across Water Cooler Recap [3/4/16]

Posted by Lisa Mollura on Mar 4, 2016 7:30:00 AM

What's the buzz around the office this week? Appnexus solves a major video advertising pain point, AdExchanger's cross-device identity guide, and the ANA releases a survey about marketers bringing programmatic in house. 

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Topics: programmatic, News, cross-device, video advertising

33Across Water Cooler Recap [2/26/16]

Posted by Lisa Mollura on Feb 26, 2016 8:44:42 AM

What's the buzz around the office this week? The New York Times reports on ad blocking, the secret to The Trade Desk's success, and Hulu goes programmatic. 

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Topics: programmatic, News, ad blocking, programmatic tv, dsp

33Across Water Cooler Recap [2/19/16]

Posted by Lisa Mollura on Feb 19, 2016 9:08:24 AM

Lots of chatter this week around Google AMP, programmatic training, and is Facebook Messenger launching ads? 

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Topics: programmatic, News, google, facebook

How to capture a fashionista's attention programmatically

Posted by Lisa Mollura on Feb 18, 2016 11:11:56 AM


fashionista_blog_3.jpgNew York Fashion Week 2016 is wrapping up. Now that we've learned what will be on trend for the Fall season, how can programmatic buyers stay in front of fashionistas?

Here are 5 steps you should take before your fashion campaigns hit the runway. 

 

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