Premium Publishers Have their Pains

17 November 2017

Publishers rarely get the opportunity to discuss their problems with monetization. The issues keep boiling in a closed cooking pot of the sell side. It was quite natural, that when premium publishers got together, lots of issues were voiced.

Digiday gathered 300 publishers and ad tech representatives for its Programmatic Media Summit in New Orleans on November 13-15. The event resulted in findings on key issues that worry the sell side of ad delivery.

Want to know you’re not alone with your troubles?

Here’s the list of questions that other publishers have to the industry:

  • High fees for publishers with high CPM,
  • Too many resellers, no transparency from SSPs,
  • Customer support specialists with no practical knowledge,
  • Scaling the PMPs,
  • and the Ad fraud.

Premium publishers want a better reporting system

Header Bidding promised new advantages. This made it popular real fast. More publishers started using it. And now we have the key weak points to strengthen.

Publishers don’t know what happens in wrappers. Most wrappers transmit the data from SSPs. The data from DSPs is missing. The latter includes the info on the spends, both of an advertiser and a brand. Publishers also reported the situations when the same advertiser came through different SSPs.

Header Bidding remains a thing for major publishers. Smaller ones fail to use it. This keeps the technology in its premature state. There is the logical need for a strong partner.

In-house products fail to be viable

Not each publisher can build an ad server of one’s own. It takes time and energy.

Publishers, who tried to build their servers in house, spent too much time and couldn’t get it done. But they couldn’t get angry at the dev team. Skilled ad tech developers are rare among human resources.

Turning to vendors is a nice alternative. These can endure your discontent.

Seriously though, the vendors with their ad servers hoard valuable expertise. The market of technologies gets complicated pretty fast. The specialists on the side of premium publishers complain about the complexity of the setup and the KPIs matching. The help from the third part might solve lots of problems.

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

    Learn how Admixer helped an Asian mobile network carrier develop a system to collect, store and analyze data from millions of customers and billions of events to achieve real-time analytics effectiveness. Does a cellular network company need a real-time data solution? The short answer: we think yes. The long answer: we have prepared a dedicated […]

    Admixer DSP Update

    Our team is happy to present you with a new Admixer DSP version featuring better flexibility, speed and usability. It includes new features for e-commerce, retail, and performance campaigns, and a simplified campaign management process. Let us walk you through new features! DSP dashboard customization The DSP’s main user screen now offers complete customization using […]

    Admixer DSP Updates
    NEW Admixer DSP Update

    Our team is happy to present you with a new Admixer DSP version featuring better flexibility, speed and usability. It includes new features for e-commerce, retail, and performance campaigns, and a simplified campaign management process. Let us walk you through new features! DSP dashboard customization The DSP’s main user screen now offers complete customization using […]

    Read more
    Data Architecture Optimization Case

    The Admixer team has extensive experience in building high-load systems that process billions of transactions in real time. The application of such systems goes far beyond the advertising industry and can be used by many verticals. We want to share our experience and insights on how companies can build a reliable high-load system for their […]

    loadfighters
    Loadfighters - high-load systems development

    The Admixer team has extensive experience in building high-load systems that process billions of transactions in real time. The application of such systems goes far beyond the advertising industry and can be used by many verticals. We want to share our experience and insights on how companies can build a reliable high-load system for their […]

    Read more

      Stay updated with Admixer
      Privacy Policy