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.

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Topics: publishers, monetization, AMP

Last Week Today: Snapchat's IPO, Creative Data, and Video Header Bidding [3/6/17]

Posted by 33Across on Mar 6, 2017 7:44:00 AM

What's the buzz around the office this week? What in store for SnapChat now that it's gone public, creating the perfect campaign with data and creative; and some points to consider when it comes to video header bidding.
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Topics: ad blocking, header bidding, snapchat, publishers, programmatic creative

Digiday Publishing Summit Europe: The Power of Publishers

Posted by Yuri Burka on Feb 28, 2017 11:31:46 AM

Last week in Lisbon, leading publishers across Europe and abroad gathered for the first Digiday Publishing Summit Europe of 2017.  As expected header bidding, ad blocking, and the “Google/Facebook duopoly” were amongst the dominant topics. Witnessing the growing urge within the publishing community to have a collective voice against these two forces as well as other issues publishers face was both striking and empowering. Below are a few of my takeaways from the event.

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Topics: ad blocking, header bidding, publishers, data, digiday

Last Week Today: Ad Blocking, Facebook, and 'fat' ads  [2/28/17]

Posted by 33Across on Feb 27, 2017 7:48:00 AM

What's the buzz around the office this week? A publisher convinced it's users to stop blocking ads, Facebook reveals their plans for 2017, and publishers take action against large ad sizes.
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Topics: ad blocking, publishers, facebook, monetization, advertisers

Last Week Today [2/21/17]

Posted by Erica Roane on Feb 21, 2017 8:14:00 AM

What's the buzz around the office this week? 33Across hires a new COO, Google may need some supply-side help from smaller providers, and mobile app monetization grows.
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Topics: mobile, publishers, monetization

Last Week Today [2/13/17]

Posted by Erica Roane on Feb 13, 2017 7:34:00 AM

What's the buzz around the office this week? The Washington Post releases a new custom ad unit, 'methbot' compromising publisher integrity, and our CEO offering his 2017 predictions for ad tech.
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Topics: ad fraud, publishers, monetization

3 tips for publishers to monetize and beat the Q1 blues

Posted by Erica Roane on Jan 31, 2017 2:26:00 PM


Winter has officially arrived. The days are shorter and temperatures are low, but that doesn’t mean your fill rate has to be. Coming off of a profitable holiday season, we know that Q1 can be a challenging time for publishers to monetize. Rest assured there is a way to get through the season. Here are a few tips:

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Topics: publishers, monetization

Last Week Today [11/28/16]

Posted by Erica Roane on Nov 28, 2016 6:44:08 AM

What's the buzz around the office this week? How publishers are monetizing during the holiday shopping season, header bidding and how it's shaping the future of SSPs and how publishers can actually benefit from ad blockers. 

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Topics: ad blockers, header bidding, publishers, monetization, programmatic advertising

Last Week Today [11/21/16]

Posted by Erica Roane on Nov 21, 2016 7:48:00 AM


What's the buzz around the office this week? Publishers and their need to profit from virtual reality, bad words being used within programmatic advertising, and the chance of publishers no longer being able to monetize on Facebook Live.

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Topics: publishers, monetization, programmatic advertising, virtual reality

Programmatic in-feed units now available on desktop

Posted by Erica Roane on Nov 17, 2016 9:21:52 AM

33Across recently announced the launch of our Desktop In-Feed Video and Desktop In-Feed Impact ad units. With the addition of Mobile In-Feed, completing our full suite of In-Feed products. Designed to drive incremental revenue to publishers, these ads units also give users complete control over their experiences. Read more here.  

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Topics: programmatic, publishers, monetization