What’s There for Independent AdTech When the Giants Step In

19 July 2017

Google and Facebook market shares grow. Independent companies are put under the pressure to win the competition through their specialised approach. For publishers, this promises even more responsiveness to their needs.

Adtech “commotions” in Europe

The threat of Google and Facebook taking the whole blanket – or ad revenue, if we’re speaking directly – has been hanging like a shadow over the smaller adtech firms for a long time.

This spring, some positive news were brought by Axel Springer, major German publisher and the owner of Business Insider. The company stated its intent to back out of Google’s DoubleClick in favor of AppNexus ad server.

A couple of months earlier to that, Nordic media group Sanoma made the same decision. It was after the joint ad spend of Google and Facebook had reached 60% in Sweden and 70% in Norway.

le figaro

This July started with the news from France: two former newspaper rivals have agreed on common ad serving mechanics to become a strong competitor together.

They launched an initiative called Skyline. Now, advertisers and ad agencies get the option to start ad campaigns across the websites of both media groups using the same formats.

Each publishing company gets to widen the reach, while offering advertisers a simple and transparent mechanism that they can trust.

A new kind of alliances

Publishers getting together to run common ad campaigns has happened in the past. Google and Facebook taking up to 85 percent of income is a powerful incentive for creating groups even more actively. However, what previously was represented by the partnerships aimed at delivering branded content, now gets wider. Alliances of publishers are discussing the need for a common way of content generation and data tracking. Meaning, full-stack actors are in favor.

How to outplay the pressure

First, there’s the trust issue as to the major market players. There have been some negative tendencies, like “fake news”, that raise the concern as to the brand safety of possible context. Working with the smaller firms means more attention to the details.

Then again, the ad blocking has played its role. Companies adding the care to the ad serving are more likely to be whitelisted.

The duopoly has the answer and it’s in highlighting your unique offering. Independent adtech vendors are interested in paying increased attention to the needs of the supply-side. And thus, publishers will continue using the services of the partners bringing them maximum revenue in the most transparent way.

Want to learn more?

    Select
    Demand
    Brand
    Agency
    DSP
    Supply
    App Developer
    Others
    Ad Network Owner
    Tech Vendor
    Other/Not Sure
    Select
    Demand
    Brand
    Agency
    Others
    Ad Network Owner
    Other/Not Sure
    Select
    Demand
    Brand
    Agency
    Supply
    Media House
    Others
    Ad Network Owner
    Tech Vendor
    Other/Not Sure
    Select
    Demand
    Brand
    Agency
    Supply
    Web Publisher
    App Developer
    SSP
    Media House
    Others
    Ad Network Owner
    Tech Vendor
    Other/Not Sure
    Select
    Supply
    Web Publisher
    App Developer
    SSP
    Media House
    Others
    Ad Network Owner
    Other/Not Sure
    Select
    Demand
    Brand
    Agency
    DSP
    Supply
    Web Publisher
    App Developer
    SSP
    Media House
    Others
    Ad Network Owner
    Tech Vendor
    Other/Not Sure
    You Might Also Like
    contextual targeting vs cookie based targeting

    The digital advertising world is on the cusp of a major upheaval. Growing privacy concerns and tightening regulations are rapidly eroding the dominance of third-party cookies, the long-standing backbone of behavioral cookie targeting. This shift is pushing advertisers towards a new frontier – contextual advertising, with header bidding platforms emerging as a crucial ally in […]

    contextual targeting vs cookie based targeting
    Contextual targeting vs Cookie Targeting

    A publisher's guide to thriving in the cookieless future. Learn how contextual targeting and header bidding maximize ad revenue while respecting privacy.

    Read more
    header bidding platform comparison

    Choosing the right header bidding solution is essential for maximizing ad revenue and optimizing publisher yield. This article provides a comprehensive header bidding platform comparison and comparative overview of: Admixer.HB+ Ezoic Playwire AdPushup Freestar Mediavine Raptive Key Considerations Before diving in, remember that the ideal HB solution depends on these factors: Your Publisher Needs: ad […]

    header bidding platform comparison
    Admixer.HB+ Top Header Bidding Platforms: A Competitive Analysis

    Maximize ad revenue with the right header bidding platform. This guide compares key features and demand sources of leading solutions like Admixer.HB+

    Read more
    AI in Ad tech for Header Bidding

    Artificial intelligence (AI) is fueling a revolution in advertising technology (ad tech). The integration of AI-driven solutions is fundamentally altering industry practices. Header bidding exemplifies this transformation, with AI-powered tools enhancing decision-making, boosting efficiency, and delivering superior outcomes for advertisers and publishers alike. AI-Powered Bidding Optimization Traditionally, bid management involved manual adjustments and rule-based decision-making. […]

    AI in Ad tech for Header Bidding
    The Role of AI in Ad Tech: A Header Bidding Perspective

    Discover how AI is revolutionizing advertising technology, including header bidding. Learn about optimization, fraud prevention, personalization, and the exciting future of AI in ad tech.

    Read more

      Stay updated with Admixer
      Privacy Policy