Ad Tech &Programmatic Newsletter – August 6th 2021
Welcome to this week’s edition of The Yieldbird Digest!
Judging from my 15 years of experience in online advertising, I can say that there’s only one thing that is constant on the market: it constantly changes. The more flexible the publishers and advertisers are in adopting new strategies, the better, as a majority of the players on the market are not big enough to fight and eventually stop these changes.
A good example of that would be the case that’s described in the “How are app marketers managing programmatic advertising campaigns in the post-IDFA world?” article. It shows different approaches taken by marketers in order to adapt to the change caused by the launch of Apple’s App Tracking Transparency. The best approach is probably to utilize the strategies that worked in the past, while trying to come up with new ideas to target the most relevant users on the in-app inventory.
Another trend that we’re all facing is the change of available inventory (impressions) due to the pandemic. Last year a huge number of publishers were able to get much more traffic than a year before. In 2021 this curve also flattens, as people are trying to spend more time offline, and are less interested in reading about the newest coronavirus variants. A nice analysis of this trend can be found in the article published by Max Willens at Digiday.
Happy reading!
Krzysztof Lis, Customer Success Team Manager / Yieldbird
Estimated reading time ~ 5 minute
There are lots of possible explanations for the drop, some more benign than others. But the high-level data underlines the reality that publishers’ priorities must continue to evolve.
Google Core Updates Can Sometimes Impact Image Search & Local Search
Estimated reading time ~ 3 minutes
Danny Sullivan of Google confirmed on Twitter that core updates can sometimes impact both image search and local search results.
Ads.txt files and the emergence of Sellers.json & Supply Chain
Estimated reading time ~ 4 minutes
All sellers and intermediaries (including SSP) should have sellers.json files.
How are app marketers managing programmatic advertising campaigns in the post-IDFA world?
Estimated reading time ~ 7 minutes
How players across the entire mobile ecosystem address identifiable and anonymous traffic, measure campaign performance, and target consumers will play a pivotal role in the future of programmatic advertising.
Alaska Airlines Grew Programmatic And AI To Woo Travelers
Estimated reading time ~ 4 minutes
Seattle-based Alaska Airlines changed its digital advertising strategy and media mix last year in part to reach those younger travelers.
The Programmatic Digest, hosted by Helene Parker, is a 20-30 minutes weekly podcast rounding up fresh, top programmatic and digital headlines from our preferred digital media sources.
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Source: Integral Ads Science
Customer Success Team Manager
