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5 marketing trends in adtech for 2022

Nadia Ozeri, March 3, 2022

marketing trends 2022, VR, AR, 2022, digital marketing,
Image courtesy: Pixabay

2022 is a year of big changes. Covid changed our lives, not only in the way we communicate with one another but also in how we use technology. Marketers face a challenging year, juggling emerging technologies and changes to online tracking while trying to meet the shifting moods of pandemic-weary consumers. The metaverse has been a hot topic of conversation recently with Microsoft and Facebook both making claims. The metaverse doesn’t quite exist yet. However, the hype still matters, and soon will likely change how we consume content, audio, video, mobile, and gaming. 

1. Virtual Reality (VR) and Augmented Reality (AR)

AR and VR are exciting technologies for marketers to tap into because they focus on imaginative and interactive experiences. In the future, these technologies will be used to market products and services, and change marketing forever. Several verticals have major potential: from virtual real estate, with virtual property showcases, staging, and more, to the travel industry where you can receive a virtual tour of a hotel before you book your vacation, to the beauty industry, enabling you to try out lipstick colors and clothes before you buy. Although the metaverse is still in its infancy, there increasingly will be tools that allow marketers to connect with consumers in these emerging digital spaces.

Brands like TOMS Shoes, TopShop, Oreo, Sephora, and IKEA have already successfully used these technologies for marketing purposes. IKEA uses AR to help customers design their own space, Say Hej to IKEA Place. 

2. Increasing mobile gaming advertising 

Globally, there were an estimated 3.24 billion gamers in 2021 – no surprise there. Furthermore, according to Adjust data insights, gaming accounts for 50% of total industry ad spend. These spaces have been transformed into effective advertising platforms due to the success of the gaming industry as a whole.

But what about mobile gaming as its own entity? There were approximately 477,877 mobile gaming apps available on Google Play in the first quarter of 2021 – an increase of almost 12% from the previous quarter. Moreover, a report from GlobalData found that after reaching $98 billion in 2020, mobile gaming is expected to reach $272 billion by 2030.

As mobile gaming advertising becomes more competitive, your creative campaigns need to reach the right audience, at the right time, and in the right place. By leveraging the power of programmatic marketing, you can scale appropriate ads to the users that you want to reach. A successful campaign will rely on this and can help achieve impressive ROI in 2022.

Example: Mobile advertising in action 

Anzu designed its in-game ads to appear more organic to users. In Trackmania, for example, they appear as billboards around the titular tracks. Anzu partnered with brands like Samsung, Microsoft, and Vodafone on these ads. Example: Vodafone appearing in Anzu video games: 

Trackmania Multiplayer Session World Premiere @Gamevention #DIGI1 2020

vodafone, anzu, gaming, advertisement,  billboard,

3. Alternative targeting solutions  

After Google postponed the phase-out of third-party cookies to 2023, advertisers, adtech companies, and publishers are expected to implement new ways of tracking consumers and targeting ads in the next 12 months. However, even if Google sticks to its current plan, the future of cookieless browsing is likely to emerge slowly and incrementally.

As third-party cookies will no longer be supported in 2023, marketers will be testing alternative targeting solutions, such as people-based targeting, throughout 2022. Prior to cookies being banned, companies that can leverage and expand upon your first-party information should be vetted

Let’s have a look at Contextual targeting for example. Internet marketing started basically with contextual targeting until third party data was the shiny new revenue toy. Now, with the phasing out of the cookie, contextual targeting is likely to rise again and be the popular strategy for publishers, advertisers, and consumers. This is a great opportunity for you as a publisher to implement and integrate contextual advertising into your marketing strategy.

At the moment, the advertising industry is at a turning point, where organizations must take advantage of the opportunity to be more transparent with their audiences. We must ensure that new identity solutions put consumers in the driver’s seat so they can decide when, where, and how their data is used. 

Example: Contextual targeting used 

Kitchn is already doing it. This online daily food magazine started implementing contextual targeting. I saw an ad for a pizza cutter while reading, “How To Make Awesome Pizza at Home.” This is an excellent example of contextual advertising in action:

4. Video marketing 

The data backs up my claims, even though they sound exaggerated. Search engine giant Google has announced that YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the United States. Facebook reports that video posts receive six times more engagement than photo or link posts on average while Twitter has seen an increase in video views by over 160%. 

In other words, if you don’t incorporate video into your marketing strategy, you’re missing out on a huge opportunity to connect with your audience and build trust. Video is vital for creating customer relationships since it puts a human face on the brand, which builds trust and loyalty.

It appears that short-form content is on the rise and won’t slow down anytime soon. Instagram Reels, TikTok, and YouTube Shorts are among the most popular channels for video content today. With their ability to capture attention and lead to stronger engagement than other content, you can use video marketing to take center stage in your marketing strategy for  2022. 

Example: Make TikToks not ads 

#TikTokmademebuyit is influencer marketing at its best!  In August of 2021, TikTok’s #TikTokMadeMeBuyIt hashtag, used by influencers to show off Amazon purchases they found on TikTok, had more than 4.1 billion views—check out this video (don’t mind the spelling mistake in the title though 😉…). 

@heartdefensor

amazon keeps taking my money 🥲 levitating bulb lamp with wireless charger link in bio #amazonfinds #amazonmusthaves #tiktokmademebuyit

♬ Spongebob Tomfoolery – Dante9k Remix – David Snell

Amazon even started a page called “TikTok Amazon Finds”

5. Programmatic audio is about to get big

As a brand’s primary outlet after being dominated by visual media for the past decade, audio advertising has emerged as a significant medium. Through its capability to reach highly targetable and mobile audiences in brand-safe environments without the presence of screens, it enables marketers to evolve their omnichannel strategies naturally.

eMarketer predicts that listeners will spend an average of 97 minutes with digital audio per day -nearly a half-hour more than the average user will spend on social media (70 minutes). As opposed to their visual equivalents, audio ads are delivered one by one to consumers while they are not typically connected to a screen, such as when listening to a podcast or a playlist during a workout. Audio ads provide premium environments and are an effective way to fill otherwise unfilled gaps in the user’s buying journey.

Example: Audio ads in Newsweek

According to the 2021 State of audio AI consumption report, the average LTR (= listen-through rate) in programmatic advertising, was a whopping 96% or 105.8 million ads listened to. Programmatic audio offers remarkable granular targeting capabilities. Media buyers can tap into a range of advanced audience segmentation parameters, including location, point of interest, device, weather, user, agent, format, genre, dayparting, mood, and more. Through this channel, the ability to engage a user in the right place, at the right time, and within the right context becomes just that bit more accessible.

Conclusion 

These are some of the trends that I’m following this year. I think the advertisement industry is going through major changes while the primary focus is on the metaverse. It’s the beginning of a new marketing strategy that we will need to get familiar with and used to.

About the author Nadia Ozeri is the Director of Buy Side at Total Media Solutions. She is an expert in connecting advertisers to ad technologies. You can find Nadia on LinkedIn or reach out to her via email if you’ like to pick your brain about ads.

Google Selects Total Media as a Partner for its Multiple Customer Management (MCM) Program

Aviad Rave, May 26, 2021

How To Adjust Your DV360 Media Buying Strategy on DV360 during COVID-19 – Part 2

Gadi Elias, July 8, 2020

Last week, in part one of this series on adjusting your DV360 media buying strategy during COVID-19, we discussed how to analyze who might be new target audiences and how to maintain control of your brand’s visibility and messaging to audiences. You can read the post here.  

Global Trends and Strategy – The impact of COVID-19 on user behavior & online advertising  – Part II

  The COVID-19 epidemic has changed everything from trending searches to relevant content, and even user behavior. As is being seen across the world, users are adapting quickly to new situations and sets of circumstances quite resiliently. You can see and feel it everywhere. Most countries continue to remain in a state of self-distancing. As a result, everyone is more cautious, whether it is choosing to (not) leave home, becoming more strict in avoiding unnecessary expenses, and buying essentials, like groceries, ordered and delivered to the doorstep without having to enter a store.    Every single aspect of a pre-COVID-19 daily routine has been affected and disrupted. And this is a real phenomenon globally for your current audiences online. Embracing this change is crucial for you as a marketer.    

WHAT is your audience doing right now?

  To effectively answer this, we need to separate our answers into two basic behavioral queries:    Which industries or sectors are currently experiencing a declining trend? As seen below by ComScore (a world-leading media strategist), entire industries are currently experiencing tremendous economic shocks.   

  • Tourism (Local & International) 
  • Events ticketing 
  • Live events
  • Sports
  • Restaurants
  • eCommerce (in the fields of leisure)
  • Car Manufacturers
  • Real Estate

Which industries and sectors are growing?

  Global trends show Q1 growth of the following sectors throughout the epidemic:      

  • Healthcare commodities and services
  • SAAS solutions (mainly B2B based products)
  • E-learning (courses & platforms)
  • Pharmacy
  • E-commerce (Grocery, Household goods)
  • Gaming
  • Instant Messaging
  • News (nation & local)
  • Over-the-top (OTT) services (VOD, SVOD)
  • PPE

Key Takeaways:

  Q1 experienced unprecedented levels of decline, but it seems that the world is beginning to revive itself from this challenging period of COVID-19 to varying degrees of openness and levels of effectiveness.    In some countries, we are starting to notice governmental health policy changes of living alongside the epidemic as contrary to a full siege. Every market is progressing at a varying pace. However, on the whole people and businesses are learning how to survive in the new “normal.”

  For nations with less reported infections, local economies are starting to open shops for business under strict standards (social distancing policies, mandatory personal use masks, disposable gloves).  Not all sectors can do the same (mass entertainment, dining, and traveling are still under siege in most countries), but there are growing signs of global discussions regarding the re-launching of these sectors soon. We will have to wait and see how soon it will take for positive changes to begin to materialize for these industries. Every geo possesses unique user behaviors and was affected differently, and uniquely, by the epidemic.  

For example, the United Kingdom (UK) decided on mass immunity while leaving the economy as open as possible with only a few steps of prevention, after weeks of extensive climbing in the number of cases and deaths. In March 2020, local policy and strategies were reversed to protect human lives.  In the United States, we witnessed a variety of strategies designed to contain COVID-19.   

Almost every country is trying to create and follow its strategy, most of the time, combining a few different plans over a short period.  For both individuals and countries around the world, there are different strategies of coping, but for now, mainly uncertainty is the only universal constant.  In the next article we are going to analyze user behavior changes during the COVID-19 and what can we learn from it as marketers.    Stay tuned for the third part next week.  

Gadi Elias

Programmatic Training & Strategy Expert

Total Media

How To Adjust Your DV360 Media Buying Strategy on DV360 during COVID-19 – Part 1

Gadi Elias, July 1, 2020

The impact the COVID-19 pandemic has had on the online advertising industry has been enormous and cannot be understated.  The main problem is uncertainty, which unfortunately is present in nearly every aspect of modern life across the globe at this moment. This type of uncertainty has never been experienced in the 21st century, which creates a new reality that we need to adjust and adapt to. 

As a marketer, it is crucial to understand the full scope of the world today, specifically new trends that have emerged from the arrival of COVID-19.

We believe that understanding the world as it is, rather than how it used to be, will enable your company to perform better going forward. To achieve this, we have created a series of buy-side focused articles focusing on how to effectively analyze, strategize, and remain resilient with your digital marketing in 2020. 

The goal of this series is to assist you with information we think is valuable, along with compelling recommendations and strategies, which may enable you to reach new levels of success with your marketing campaigns on Display & Video 360 (DV360)

We recommend that you use this content as a combination of both compass & manual, to effectively analyze and strategize new plans as well as remaining resilient and nimble for whatever happens in the months to come.   The sequence is divided to the following chapters > articles: 

  • Article I (This blog post!)
    • WHO are your primary target audiences today?
    • HOW should you maintain control of your brand’s visibility and messaging to audiences?
  • Article II
    • WHAT is your audience doing right now?
  • Article III
    • WHERE can you find your ideal customers right now?
    • HOW much should you budget for your campaigns?

Tactics and Best Practices – Managing a DV360 account during COVID-19 

  • Article IV 
    • Tactics for ongoing campaigns for DV360
    • New campaigns tactics for DV360

After reading this series of articles, you will possess a better understanding of how to evolve your brand in the time of COVID-19 and be ready for what awaits in the future beyond.

WHO are your primary target audiences today?  

You should be identifying new and relevant audiences to be addressing right now, alongside continuing to amplify your presence to your current and core audiences.  

Ways to reconsider your audience targeting:

  • Revisit your current audience personas (pre-COVID-19 demographics & content) for your products/services. Ask yourself – are they still relevant?
     
  • Make thoughtful adjustments to your existing audience persona profiles by evaluating the new daily routines that your audiences may have in aspects of both (content, ad format, regular hours).  
  • Begin strategizing and identifying new audiences that can be relevant to your current products and services basis. Who else could you be targeting that you’re ignoring today?
  • Examine potential new targeted personas and plans that will enable you to expose your company to new market segments and opportunities. 
  • Test new brand messages regarding your products (or new products) that will serve new audiences in times of need, i.e., cooking lessons. Once targeted only for cooking enthusiasts, today, everyone! Another example is companies that pivoted to COVID-19 oriented solutions with regards to their set of products, and thus, will need a definite re-adjustment of their current brand persona and advertisement messaging. Are there new ways that people can benefit from what you have to offer?

  By conducting constant re-evaluation, you are opening yourself to new audiences and possibilities. On the technical side, this process can later be used for ongoing (re-marketing) campaigns and new prospecting attribution models as well (we will expand on this concept in our next chapter below). Always striving to remain current is just plain good business! 

How should you maintain control of your brand’s visibility and messaging to audiences?

  First, maintaining control of precisely where your message should and should not appear is essential to protecting your brand and its perception of your audiences/targets.  Misplaced ads can have negative consequences as the public may misconstrue your ads purpose or message from merely being shown in the wrong placement. The audience could (incorrectly) believe that your brand is actively and purposefully associating itself with a controversial idea or piece of content, which as a result, will convey the exact opposite of your intended marketing and company goals.   Stay tuned for the second part next week.   Gadi Elias, Programmatic Training & Strategy Expert at Total Media

67% of Digital Display Expected to be Sold through Programmatic in 2019

Brian Blondy, November 21, 2018

More than two thirds of the world’s programmatic display advertising is predicted to be sold programmatically by 2019, according to Zenith’s recently published report titled, “Programmatic Marketing Forecasts.”

The report predicts that the industry will to continue to climb in value, sharply rising from $57.5b to $85b, amounting to a 38% growth spike in 2019.

Programmatic advertising is most widely used in three of the world’s largest English speaking markets; the United States, Canada and the United Kingdom. Zenith estimates that in the three aforementioned countries, programmatic display advertising dominates – accounting for 81%, 78% and 77% of all of the advertising purchased.

Read the report here

Advertisers Can Now Exclusively Buy from ads.txt Supported Websites

Brian Blondy, August 14, 2018

Display and Video 360

Google announced the introduction of inventory controls in its Google Marketing Platform, specifically within Display and Video 360 (formerly DoubleClick Bid Manager) allowing advertisers to selectively choose to buy from websites which exclusively support ads.txt authorized inventory and exclude themselves from buying inventory from sites not using the ads.txt file.

The recently released Display and Video 360 (formerly called DoubleClick Bid Manager), a part of the Google Marketing Platform, allows advertisers to execute ad campaigns end-to-end in one place, creating efficiency in how teams work and helping teams do more together.  For more on Display & Video 360.

Ads.txt allows publishers to place on their website server a .txt file which explicitly lists which companies they sell their inventory through.  The file lists partners by name, but also includes the publisher’s account ID.

This is the same ID buyers see in a bid request, which they can use as a key for campaign targeting.  Buyers use a web crawler to download all the ads.txt files and the information contained within on a regular basis and use it to target their campaigns.   This means buyers know that if they bid on request that comes from an authorized ID, it’s coming from a source the publisher trusts or has control over.

 

ads.txt files
Photo credit: Google

Originally launched in Q4 2017, Ads.txt has proved to be highly adopted and successful. 

According to a blog post written by Tobias Maurer, Google senior product manager, ads.txt is making a big impact on the industry.

Nearly 600,000 publishers have adopted ads.txt since October 2017, specifically, 430,000 domains have added ads.txt files to their website since February 2018.

“We’re proud to say that nearly 90 percent of our publisher partners have adopted ads.txt.

What’s more, over 80 percent of the available inventory across exchanges accessed by Display & Video 360 is now authorized.

Finally, as more websites continue to adopt the standard, we plan to make the ads.txt-only inventory control the default setting for Display & Video 360 by the end of 2018. said Maurer.”

 

For more information about Ads.txt:

What is Ads.txt and Why is it a Hot Topic Right Now? Read here.

A Conversation about Ads.txt with Mr. Sherzod Rizaev of MinuteMedia (Full) – Read here

Digital Ad Spend Expected to Grow 4.7% in 2018

Brian Blondy, February 4, 2018

digital ads

 

According to a 2018 forecast conducted by World Advertising Research Center (WARC), digital ad spend is expected to grow 4.7 percent globally in 2018 due to the Winter Olympics in South Korea, the FIFA World Cup in Russia and the US Congressional elections all of which are expected to significantly stimulate online ad growth.

In addition, digital media will beat television for the first time as the owner of the most significant share of the world’s cumulative $572B ad spend. Digital’s portion of total media spend is expected to reach nearly 38%, up from 35% in 2017, whereas, television is predicted to yield a 36% share, a dip from 37% in the previous year.

WARC’s findings from their recently published Global Ad Trends report examine emerging and current trends across 96 key markets in addition to delivering predictions for 2018.

According to WARC’s data editor James McDonald, “2018 should be a stellar year for global advertising, with ad investment set to grow at its strongest rate since the post-recovery years of 2010 and 2011. All global regions…are expected to register growth, supported by key quadrennial events – notably the Winter Olympics in South Korea, the FIFA World Cup in Russia and the US mid-term elections.”

Starting off Q1 2018, the Winter Olympics take place on February 9 – February 25, in Pyeongchang, South Korea. In late Q2, the World Cup will kick off on June 14, 2018, in Moscow, Russia followed by the United States Congressional Elections on November 6, 2018.

 

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at or on LinkedIn

New Study Shows Vast Majority of Ad Fraud Caused by Small Percentage of Publishers

Brian Blondy, June 12, 2017

Ad Fraud

According to an early 2017 study conducted by Fraudlogix, an ad fraud solutions specialist catering to global DSPs and SSPs, an evaluation of 1.3 billion random ad impressions during a 30 day period uncovered that 247 million of the monitored impressions, roughly 19 percent, were found to be either fake or bot generated. 

Fraudlogix’ global analysis study focused on the activity of 59,000 publishers over a 30 day evaluation in April 2017.

In particular, 514 publishers (0.9%) were found to be responsible for more than 50% of all of the fraudulent activities documented during the study.

Fortunately for advertisers, the fake impressions were discovered not to be spread across the internet, but rather, clustered within a small group of publishers whom are uniquely accountable for the majority of fraudulent activity currently monitored in the study.

Going further, roughly 2,000 publishers (3.0%) of the same pool were generating more than two-thirds (68%) of all of the ad fraud found. 

Fraudlogix found that the publishers whom were participating in ad fraud were buying bot-generated traffic in order to generate falsified impressions for advertisers.

Fraudlogix still believes that the ad industry as a whole is honest and is providing clean ad traffic.

Despite the optimism, figures released in March 2017 point to ad fraud costing advertisers $16.4 billion in wasted ad spend globally during the current calendar year, a figure which amounts to a total loss just short of 20% of the total digital ad spend worldwide in 2017.  

Lesson of the day is to be careful what you buy!

Total Media Offers Consulting for Advertisers

As an advertiser you need to maximize your return on investment across all media channels. That’s where Total Media comes in: We harness multiple technologies, skills and languages, with over a decade of advertising technology experience to deliver optimal results for our customers.

Our expertise in programmatic technologies and platforms will maximize your advertising campaigns.

Total Media prides itself on enabling organizations to take their business to the next level with meaningful marketing that aligns customer’s advertising strategy and their content with measurable, reliable and results-driven marketing.

We have an abundance of experience working with both premium advertisers and publishers with highly-trafficked websites seeking to maximize their ROI through programmatic direct.  If you would like to begin using programmatic direct on either the buy-side or the sell-side and are not sure how to begin, we can help you along the way. Feel free to contact us here for further consultation.

Brian Blondy is the Marketing Manager at Total Media.  

contact Brian by email at brian(at)totalmediasolutions(dot)com or on LinkedIn

Google begins preparing industry for new Chrome ad-blocking tool

Brian Blondy, June 12, 2017

Chrome ad-blocking tool

Google has begun informing publishers that they have roughly six months to prepare for a new Chrome-based ad removal tool which will automatically remove unacceptable ads and popups from websites across the web.

According to the Wall Street Journal, Google calls the pre-installed and enabled plugin as an “ad filter,” rather than an ad blocker, for preventing non-compliant advertisements from loading during a user website experience.    

Using standards defined by the Coalition for Better Ads group (Google is a sitting member), Google is said to be targeting the following ads types with the new tool:

  • Website pop-ups
  • Auto-playing video ads which include sound
  • “Prestitial ads” which count down before featuring content

To assist publishers for preparing for the introduction of the plugin, Google will release a self-service tool in the coming months called “Ad Experience Reports,” which will notify publishers of the current instances of non-compliant advertisements on their website alongside solutions for removing the known issues.

In a post published on Google’s official blog, Sridhar Ramaswamy, Senior VP for Ads & Commerce at Google, said that the reason for introducing measures to combat ad blocking was meant to assist and ensure publishers continue earning revenue in Chrome despite the prevalence of widespread adoption of 3rd party blocking software. 

“We believe these changes will ensure all content creators, big and small, can continue to have a sustainable way to fund their work with online advertising.”

Since website monetization remains an essential revenue source for publishers, many may begin to be wary of the financial and editorial impact the Chrome plugin will have in potentially decreasing monthly ad revenue and modifying their website advertising aesthetic in a sweeping manner.

Unsplash
Glenn Carstens-Peters – Unsplash

 Ben Erdos, VP of Platforms and Services at Total Media, believes that both publishers and web users may eventually end up supporting the rollout of the powerful Chrome ad-blocking plugin.

“Google’s idea behind baking in an ad filtration tool is to try to stop the systemic tide of users to third party ad blockers. Third party ad blockers are a relatively blunt instrument which are often downloaded because the user previously had a bad experience on a particular website, which as a result, ends up affecting all other sites,” said Erdos. “As far as I’m concerned what’s good for the user in the end is also good for advertisers and publishers alike.”

While many may view the move from Google as heavy-handed, Erdos believes that the development is rooted in purposeful altruism for Chrome users since the plugin essentially boosts website engagement and improves the Chrome experience for users by removing data heavy and visually obstructive advertisements.

As a result the tool will certainly motivate global programmatic ad exchanges to tighten up their ad compliance guidelines for advertisers interested in appearing in Chrome, which as a result, will improve the internet’s speed and readability for users, particularly in Chrome. Chrome users have much to rejoice upon with this development.

For users of 3rd party ad blocking software, the free lunch may soon be coming to an end.  Google will also roll out a new tool called “Funding Choices” which would present a notification to users those using ad blockers with a request to disable the plugin or to instead pay a yet to be determined sum to remove advertising outright from the browser.

Chrome

Based on the growing popularity of ad blocking plugins and the staggering impact they have caused to publisher revenue over the past few years, it’s logical that Chrome, the internet’s most used browser, would have to eventually take bold steps to addressing the growing ad blocking issue in Chrome. 

Google is offering assurances that the Chrome tool will not be limited to only blocking ads from non-Google demand sources, meaning that the tool will also block non-compliant ads originating from Google’s own programmatic sources.

“We plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018,” said Google’s Ramaswarmy on the subject.

Crew - Unsplash
Crew – Unsplash

Despite Google’s assertion of neutrality, it still remains to be seen whether the actions of the Chrome tool will adversely affect publishers’ revenue, their ability to monetize as they deem fit, as well as the reality that the tool may have the absolute power to weaken Google’s programmatic competition by blocking ads in a widespread manner inside all versions of Chrome. 

As a result, it will also be interesting to observe whether the ad-blocking tool will motivate publishers to exclusively use DoubleClick AdExchange (AdX), and conversely, for advertisers to seek out AdX’s pricier media on buy-side platforms, to essentially ensure Chrome ad compliance and exposure rather risk having ads being blocked.

Only in 2018 will we begin seeing the far-reaching effects, both positive and negative, the tool will have on publishers, advertisers and web users.  The biggest takeaway here is that Google possesses an unmatched ability to shape the Chrome experience into the vision it desires.

Clearly with so many different ways to dissect this issue, how you feel about these changes probably reflects where you sit in the programmatic ecosystem and how much pain the change will cause you going forward.  That being said, Chrome users are clearly the big winners here, with both publishers and advertisers tasked having to significantly adjust to the new rules of the game set by the biggest fish in the programmatic pond.    

Despite Google’s assertion of neutrality, it still remains whether the real motivation behind the tool is to solely improve the internet experience for its Chrome users or to instead insert a mechanism into Chrome to essentially protect the 89% of its revenue that it earns yearly for displaying its own programmatic advertising by essentially cannibalizing its ad competition in Chrome.

competition in Chrome

When the actions of the ad blocking tool affects publishers’ revenue, their ability to monetize their websites as they deem fit as well as potentially weakening Google’s programmatic competition by blocking their ads, one can deduct that simply improving the user experience on Chrome is perhaps not the primary objective at play here.  As a result it will be interesting to study whether the ad-blocking tool will motivate publishers to exclusively use DoubleClick AdExchange (AdX) to ensure Chrome ad compliance.

Conversely, the tool will certainly motivate global programmatic ad exchanges to tighten up their ad compliance guidelines for advertisers, which as a result, will improve the internet’s speed and readability for users.  There is much to rejoin upon with this development.

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at brian(at)totalmediasolutions(dot)com or on LinkedIn

Google Revises Monetization Guidelines for Publishers

Brian Blondy, May 28, 2017

google

Google has updated its publisher conduct policy to consider violations of its content policy at a page level rather than at a site level.

Now Google will only disable monetization on individually non-compliant webpages, rather than the entirety of a publisher’s Google AdSense or DoubleClick AdX account, when the content policy is violated.

The policy pivot aims to improve Google’s ability to administer selective enforcement on content and readiness to deliver transparent notification of its policy violations to publishers.

Previously, when an AdSense or AdX violation had occurred, publishers had their AdSense and/or AdX website monetization account paused until the violation was corrected, often to the dismay of publishers, without specificity, the precise violation and where it that had taken place on the website.

google adsense

The publisher had to select which of his pages were appropriate to send through to Google to monetize, either through their CMS or through some other system.

However this is costly and requires lots of resources from the publisher.

Through transparency and clarity upon occurrence, AdSense publishers will now receive email notification when website content is non-compliant. 

In addition, publishers can visit to a “policy center” to investigate the exact cause of the violation along with compliance recommendations for AdSense restitution onto the page.

Ben Erdos, VP of Platforms and Services at Total Media said that the changes are sure to be welcomed by publishers everywhere.

“The developments from Google are great step in assisting publishers who have a range of mixed content in remaining policy compliant. Any steps to greater transparency from Google as to where and why policy infringements have happened are greatly welcome.”

“The policy center should also reduce the time it takes for publishers to resolve any site wide issues as well,” said Erdos.

Comparatively, publishers using AdX will also receive violation notification email with more details. A policy center for AdX is also in the works.  For more information about the AdSense program policies and what constitutes prohibited content, visit the Google AdSense program website here.

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at brian(at)totalmediasolutions(dot)com or on LinkedIn