Ad Tech &Programmatic Newsletter – July 2nd 2021
Welcome to this week’s edition of The Yieldbird Digest!
So we have two additional years to find a workaround for the soon-to-be-dead 3rd party cookies in Chrome, right? In fact we do, but it doesn’t mean that you should halt your existing projects created for this specific purpose. It’s great that we have more time to work on these ideas and get them ready, but you should not waste time here. Especially that using first party data gathered on the publisher’s end can generate an additional revenue stream, which everyone is always looking for.
On another note, Facebook launched it’s new creation: Bulletin – “a platform for independent writers”. At this point this set of publishing and subscription tools is only available on the US market and, according to FB’s claims, will allow creators “to build sustainable independent businesses on their own terms”. This is quite interesting especially taking into consideration the fact that Gen Z is more likely to check the news in Social Media than to visit a news website. It means that the business of providing relevant and up to date news online might need to be rebuilt, or at least adapt to the changing patterns of their users’ behaviour. Personally, having two accounts on Instagram, I cannot think of a way to incorporate news onto the Instagram feed, and the article published at What’s New In Publishing even mentions using TikTok for this purpose. Two words: mind blown.
Also, you definitely need to take a look at our article on how we increased the viewability by 54% by applying lazy load techniques with one of our Publishers. We’re really proud of this one!
Good reading!
Krzysztof Lis, Customer Success Team Manager / Yieldbird
Estimated reading time ~ 4 minutes
Google may have given third-party cookies a lifeline; regulators have not. Marketers following people across sites using those cookies still aren’t privacy safe.
66% of the audience use social networks to access news. Publishers need to adapt
Estimated reading time ~ 4 minutes
GenZ (the under-25s) are less likely to visit a news website compared with the millennials.
Facebook Analytics is Going Away: Should Marketers Really Worry?
Estimated reading time ~ 6 minutes
“Even though this tool is going away, we continue to invest in measurement products that provide insights and data analysis capabilities”.
Digital ad firm Taboola closes down 2% on first day of trading
Estimated reading time ~ 3 minutes
Taboola sees its opportunity in the tens of billions of dollars spent in advertising on the “open web,” or on the internet on sites outside of the walled gardens.
How Infor increased the Viewability by 54% using Lazy Load technology?
Estimated reading time ~ 5 minutes
Ad Viewability is currently regarded as one of the key advertising indicators, and is strongly related to the effectiveness of advertising activities.
Facebook is Introducing Bulletin, A Platform for Independent Writers
Estimated reading time ~ 3 minutes
“We respect the work of writers and want to be clear that anyone who partners with us will have complete editorial independence”.
The AdEx Benchmark study by IAB Europe is the definitive guide to advertising expenditure in Europe, covering 28 markets. Following on from the release of the study highlights in May, this full report details the formats and channels that contributed to digital advertising’s annual growth of 6.3 percent in 2020, culminating in a market value of €69bn.
MCM > Is there a limitation where a network cannot be both parent and child at the same time?
Daily Campaign Performance Tracking Dashboard
Video now commands 39.4% of all display spend.
Source: IAB Europe
Customer Success Team Manager
