Publishers today are constantly approached by vendors with solutions that claim to provide them with a variety of ways to generate incremental revenue, streamline operations and attract more advertisers. But many times these vendors don’t have a publisher’s best interest in mind.
Their “solutions” often directly benefit advertisers in the form of analytics, creative solutions or verification. Amazingly, over the last 10 years, publishers have been responsible for paying the freight for nearly every new innovation in digital advertising, regardless of the benefactor.
This week, at the IAB Annual Leadership conference in Miami, FL, the number of advertising technology solutions being sold to publishers was staggering. We saw roughly a 2:1 ratio, with over 600 vendors and only 300 publishers in attendance.
This fact serves to highlight that publishers, inundated every day with new capabilities, need first to determine how these capabilities actually add value and, if they do, how to actually pay for them.
Publishers can no longer afford to have their media dollars chipped away by investing in each and every “hot new thing”. Today, publishers are experiencing what I would call: death by a thousand cuts.
In today’s media environment, a fully-loaded campaign could be losing more than 50 cents on the dollar for the publisher due to additional fees associated with their premium inventory.
Additionally, more fees will come with tracking viewable impressions. We don’t need to debate the value of a viewable impression, but requiring high quality publishers to pay yet another fee to validate a viewable impression is not acceptable.
If the client has concerns over the quality of the inventory they are buying, then I would challenge them to revisit their media partner and only work with those that support high quality advertising environments that are brand appropriate for them.
In the end, we need to recognise that by constantly asking the publisher to pay for innovations in our industry, one impression at a time, we may reaching a break point where innovation will be slowed and the client may need to begin investing more in our digital future.
What do you think?
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