The open web is getting smaller, with the squeeze happening in two directions: Curated deals are skimming the cream off the open web, and exposed made-for-advertising websites are shuttering.
Laptop fans can rest a little easier. A network of well-known MFA sites operated by Perion-owned Content IQ have been taken offline.
Made-for-advertising (MFA) sites are roosting in reputable publishers’ subdomains. IDs are declared inconsistently. And the established third-party measurement companies are sitting on the sidelines.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Not-So-Sweet Deal A campaign without reporting is like an undressed salad. But Sweetgreen has to eat it anyway. “I’ve been pushing my Google reps,” the brand’s director of media and growth Jeff Lin declared during a panel at the Possible conference in Miami, Adweek […]
YouTube is expanding its affiliate and shopping monetization products. Plus: Publishers are revamping their site and content quality to bear as little resemblance as possible to made-for-advertising sites.
Practically every ad tech vendor has put out a press release in recent months full of bluster about cutting out made for advertising sites – and yet supply sources remain oversaturated with garbage inventory.
In today’s newsletter: Buyers are relatively blasé about made-for-advertising sites; Meta is riding high, having fully adapted to ATT, while Google’s search dominance is under threat; and Publicis Groupe reports strong growth.
Marketers are wasting 25% of their ad spend on made-for-advertising websites and inefficiencies. And the ANA thinks consolidation and education are the solutions. Plus: 2024 ad spend will grow, but at a slower rate. And streamers will grapple with CTV’s rising ad spend and linear TV’s accelerating decline.
By the middle of this year, MFA sites were gobbling up 30% of ad auctions, and this “gradual boil” now has the entire industry in a state of emergency, says Chris Kane, president and founder of Jounce Media.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Split Decision The European Commission, the executive arm of the European Union, charged Google’s digital ad business with antitrust violations on Wednesday, CNBC reports. After a nearly two-year investigation, the commission found that Google’s end-to-end ad platform violates EU antitrust law. It pointed […]
