33Across Blog | Programmatic News & Trends

What was the buzz around the office last week? The IAB offers a subscription service to help advertisers with ads.txt, artificial intelligence still needs humans, and video header bidding takes off in JAPAC.

What was the buzz around the office last week? Media companies working closer internally, Facebook allows users to delete their data, and the MRC hears advertisers loud and clear.

What was the buzz around the office last week? Improving the quality of private marketplaces, The New York Times creates custom flex units, and what will happen with net neutrality.  

1. The future of private marketplaces  

Private marketplaces (PMPs) have had a place in programmatic advertising for quite some time. Both advertisers and publishers enjoy PMPs because of their custom benefits and transparency opportunities. As ad tech evolves, PMPs need to evolve as well. Automating the share of information between supply-side platforms and DSPs could improve the quality of PMPs, AdExchanger explains more.

What was the buzz around the office last week? How publishers can serve quality inventory, Snapchat takes a big hit, and Facebook allows publishers to monetize.  

1. How publishers can win with low supply  

With publishers moving towards private marketplaces, there is a shortage of quality supply within ad tech. To create better inventory, there are a number of things publishers can do to self-regulate. First, publishers can adhere to ads.txt get rid of bad actors and domain spoofing. Publishers can also react to video inventory, while it’s low in supply it’s what users want to consume. AdExchanger explains how striking the right balance between time and platform is the best interest of both publishers and advertisers.

What was the buzz around the office last week? Investments in blockchain technology, tips for advertisers to increase transparency, and publishers using data to better their relationships with brands. 

1. Google invests in blockchain technology for publishers  

Publishers are standing up for themselves in brand new ways. In an effort to increase transparency in digital ad trading publishers are investing more in blockchain technology. Digiday explains how publishers have received funding from Google and are looking to reduce fraud within the ad tech ecosystem. 

What was the buzz around the office last week? Google Attribution, net neutrality predictions, and Apple helping publishers monetize

1. How pubs can really win with Google Attribution  

With its new attribution tool, Google plans to measure credit card transactions post-ad impression. While this breakthrough will new great for buyers, this could also be a game-changer for publishers as well. With that, AdExchanger explains how publishers need to become good “two-way players.” Aligning content with advertiser interest and developing yield-optimizing insights are just a few of the ways publishers will be able to benefit from Google Attribution.

When was the last time you logged into your publisher dashboard? Don't worry, we'll wait. Similar to gym memberships, the more you log into your dashboard the better your monetization results could be. The 33Across dashboard allows publishers to not only proactively earn revenue but also increase traffic. Just in case you need some motivation to log-in, check out some of the dashboard uses below.

Pull Your Own Tags
Seeing how users share your content just got easier.  Even better, you don't have to rely on an account manager to get your tags. Our dashboard gives publishers more control over their monetization strategies by creating an environment accessible for you to create your own tags.  No worries, we offer a ton of instructions and a walk-thru of our entire tag optimization process.

Pivot Delivery Reports
The Pivot Delivery Reports within the dashboard shows you which ad units yield the most revenue. Respectively, the dashboard also reveals your ad units with the least performance. The report also offers geo-targeting and allows publishers to track and compare traffic by device.  We know that insights are everything for publishers, so we have you covered.

Easy Data Export
We offer reporting at the granular level on KPIs that matter to you most including fill rate, revenue, and eCPMs. Our dashboard breaks down these metrics with ease. We also encourage you to export our reports and couple our data along with any internal tools you may already have. Take your CSV file and place it in your own applications will usually do the trick.

Now that monetizing just got easier, log into your publisher dashboard now to increase your revenue even more.

Gone are the days of  aimlessly surfing the internet, everyone is online—all of the time. Now it’s all about capturing a user’s moments on granular levels in real-time. Referred to as a “micro-moment,” these moments occur when users reflexively turn to a device—typically a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. When publishers design micro-moment friendly user experiences, they increase their monetization opportunities. Here are a few ways to take advantage of your mobile site to capture micro-moments.

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.