33Across Blog | Programmatic News & Trends

What's the buzz around the office this week? Video! Figuring out one standard for measuring mobile video, display video allows brands to target consumers with custom video units, and Amazon debuts it's new video ad network.

Topics: display advertising, video advertising, mobile video

 

Topics: advertisers

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.

Topics: publishers, monetization, AMP

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.

Topics: ad blocking, header bidding, snapchat, publishers, programmatic creative

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.

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

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.

Topics: ad blocking, publishers, facebook, monetization, advertisers

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.

Topics: mobile, publishers, monetization

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.

Topics: ad fraud, publishers, monetization

What's the buzz around the office this week? Consumers are willing to be more transparent if brands are, Facebook's impressive Q4 earnings, and how brands used real-time advertisements at this year's Superbowl.

Topics: facebook

Topics: programmatic