During our annual Crowdynews kickoff we had several industry experts joining us to share their knowledge with our global team. James Avery, founder & CEO of Adzerk, was one of them. Adzerk is considered to be the next generation of publisher ad serving. We’re proud to partner with this company. In this post we would like to highlight a few key takeaways from his speech.
Avery provided a brief primer on the history of online advertising, as follows:
The Past
In the past, everything in advertising was manually billed and fulfilled, which was very time consuming. As a result, general stats were used to approximate audience. The process involved an enormous amount of overhead.
But the upside to this scenario: when all of the demand was manually & directly fulfilled, it allowed unique ads & experiences to be shown. The best part was 100% of every dollar spent went to publishers.
Present
The process of manually billing and fulfilling over the years changed into a complex, fully automated buying/bidding, fulfilling, and billing system – programmatic advertising. Online advertising now works with standardized units and experiences, and networks have been replaced by exchanges.
However, the rise of complexity creates an opportunity for fraud and malware; publishers earn 50% or less of spend; context is devalued; and increased latency & privacy concerns have caused ad blocking to rise.
This echoes some of the challenges facing programmatic we showcased last year in a blog post.
The Future
Native advertising is best described as the type of advertising that matches form and function of the platform upon which it appears. Native ad formats offer advertisers better engagement with publishers’ audiences compared to programmatic advertising, which might stabilize CPMs on websites and make mobile publishing a sustainable business, said Jason Pontin, publisher and editor-in-chief of Technology Review.
Empowering truly native ads to be bought through programmatic brings uniqueness back to ads. For example if you build native content based on social content: you deliver the best (set) of social media content on a (topic relevant to a) brand, and hand them to agencies / brands in the format of choice (IAB standard native, text, or display), and publish these objects in the way, and through the channels that they’re used to. Server-side serving and integration are also slowing the growth and effectiveness of ad blocking. In other words: native returns full value to publishers for their audience, making native the future!
How are you acting in this changing advertising market? Are you looking for news ways to make more money & drive that extra revenue? Crowdynews’ ad-supported model allows you to create new revenue streams and share the profit from advertising, native or regular, that’s placed in our curated social media streams. Do you want to learn more and find out how we can help you?