Category: Blog

WAIT! Before you panic and stock the bunker for the “cookie-pocalypse,” we have good news.

 

Identity and privacy are taking center stage as Google begins phasing out third-party cookies. That means the long-awaited cookie-deprecation is finally becoming a reality after years and years of promises and rumors. Although the ad tech industry is sure to face challenges on the horizon, there are also great opportunities to come — especially for publishers.

Data is Power

Post-cookie environments open the doors to new power shifts. The sell side has the ability to take control and position itself at a critical point when it comes to the market for data. Being the experts on their own audiences and the holders of first-party data, publishers have a chance to maximize this industry-wide change, but they will have to play their cards right.

Considering different data models, such as probabilistic or deterministic data, and finding the right mix of these solutions will be key. While deterministic targeting has gained popularity, scalability will be challenging for this model. On the other hand, probabilistic data has the potential to play a key role in overcoming cookie deprecation. Read more about different data solutions in our latest white paper, Beyond the Crumble: Thriving in the Cookie-Free Future.

Strides in Solutions

What’s important for publishers to consider is that they are not alone in this. Identity solutions have come a long way in the last decade, and reliable partnerships can help elevate targeted advertising, despite the loss of third-party data. Choosing the right partnerships is crucial. Identity solution partners that emphasize data quality control and transparency, among other key factors, will take audience segmentation to the next level. 

After a significant drop in RPM when losing third-party data in IOS, Primis found a 60% uplift using an identity solution that worked. Using this as an indicator for Chrome environments in the coming future, it’s clear that trusted partners make a profound difference.

For a deeper dive into future-proofing opportunities in the privacy-first era, check out our latest white paper.

Let’s face it – when you’re looking for an answer, would you rather read a lengthy article or watch a quick, informative video? The trend is clear: more and more people are choosing videos. Videos tend to engage audiences more effectively than written articles, leading to higher engagement rates.

It’s important to optimize your video content for search engines in order to get the best results. Keep in mind your video player technology needs to be SEO-friendly as well; having a player that is fast to load is crucial for successful optimization. Let’s dive into the world of video SEO. 

1. Keyword Research: The Secret Sauce of VSEO

Just like with text-based content, keyword research is the secret sauce of VSEO (video SEO). It’s all about understanding what your audience is searching for and how you can provide the most relevant content. Tools like Google’s Keyword Planner, SEMrush, and Ahrefs can help you identify popular keywords in your niche. But remember, you’re not just looking for any high-ranking keywords, but those that are specifically relevant to your video content and audience. When it comes to keywords, sometimes the more specific the better! Long-tail keywords are a good way to increase your chances of a better ranking.

2. Mastering Video Titles and Descriptions

Once you’ve identified your keywords, it’s time to weave them into your video titles and descriptions. Titles should be engaging, relevant, and include your primary keyword. Recent research indicates that approximately one-third of top-ranking videos feature descriptions that fall within the range of 101 to 249 words. The description is where you can provide more detailed information about the video, include secondary keywords, and link back to relevant content on your site.

3. Harnessing the Power of Video Tags

Video tags offer another opportunity to tell search engines what your video is about. These should include target keywords and related terms. Remember, relevance is key here. Irrelevant tags can harm your SEO efforts.

4. Transcribing Videos for Better SEO

Search engines can’t watch videos, but they can read text. Transcribing your video content allows search engines to understand your content better, improving your visibility in search results. Plus, transcriptions improve accessibility, providing a better user experience.

5. Implementing Schema Markup for Enhanced SEO

Schema markup is a form of microdata that helps search engines understand your content. For videos, schema markup can include information like the title, description, duration, and thumbnail. Google provides a detailed guide on how to use schema markup for videos.

6. Creating a Video Sitemap for Better Indexing

A video sitemap provides search engines with additional information about your videos. This can include details like the running time, category, and age appropriateness rating. Google has a helpful guide on creating video sitemaps. Additionally, it is important to make sure the videos are embedded on relevant pages to support the content’s topic.

7. Prioritizing User Experience in SEO

Finally, remember that SEO isn’t just about pleasing search engines; it’s also about providing a great user experience. This means playing high-quality videos that provide value to your audience, and ensuring your site is easy to navigate.

By rolling up your sleeves and putting these best practices to work, you’re setting yourself up for success. Boost your video SEO, connect with more people, and create a user experience that keeps them coming back for more. Happy optimizing!

According to the IAB Tech Lab, ads.txt was supposed to be “a simple, flexible, and secure method that publishers and distributors can use to publicly declare the companies they authorize to sell their digital inventory.”

But, in practice, ads.txt has proven difficult for publishers to manage and maintain, leading to outdated and inaccurate entries and misrepresentations of reseller relationships.

The current model for ads.txt isn’t helping the industry understand how publishers are working with sellers and resellers. Instead, to improve transparency into these relationships, we need an ads.txt version 2.0 that uses the JSON notation instead.

Ads.txt Introduces Unnecessary Complexity

When ads.txt was launched in 2017, our industry wasn’t as transparent as it is now. Instead of publishers declaring sellers, ads.txt required them to declare exchanges and seat IDs.

As a result, the ads.txt structure looks like this:

Advertising system, sellerID, relationship

For example, an ads.txt entry for PubMatic might look like this:

pubmatic.com, 123456, reseller

But it is challenging for publishers to understand what the IDs stand for and who they authorize to sell their inventory, which creates confusion.

According to Jounce Media, the average publisher in the top 10K cohort authorized 205 supply paths in early 2020. By late 2022, that average tripled to 622, and it continues to grow.

According to Primis’ Sellers.guide, the average publisher lists 69 sellers in ads.txt, while claiming to work with just 20 sellers. And publishers average about 26 companies in their ads.txt file that claim to be “direct” sellers. This lack of clarity leaves buyers at risk of uncertainty.

Looking to Sellers.json

To improve transparency into reseller relationships, we need an ads.txt version 2.0 that uses the JSON notation instead.

In a post-sellers.json world, we can build better ads.txt protocols to improve efficiency and transparency. For example, a seller’s entry could look like this:

{

“seller_name” : “sellerX.com”,

“relationship” : “reseller”,

{“paths” : [“google.com”, “openx.com”, “pubmatic.com”, “rubiconproject.com”, “triplelift.com”]}

}

The IDs will be mapped by DSPs and ad tech platforms. A DSP will need to look up sellerX.com in the sellers.json files of those platforms, save the ID and know that when they get an ad request from OpenX via seat ID 12345678, it is coming from sellerX.com acting as a reseller.

Publishers would have a window into seeing who really has access to sell their inventory, which will help protect them from hidden sellers and misrepresented relationships.

With this proposed approach, publishers will no longer need to use 622 ads.txt lines to represent 69 sellers. They would only need to maintain an ads.txt file with 69 lines – one for each seller.

And there are other benefits as well. Having 69 lines with sellers’ names attached to them, instead of over 600, will make removing sellers easier for publishers.

Additionally, if a company wants to piggyback on another company’s lines, it will be easier for a publisher to notice and ask SellerX why they are sending ads.txt lines for SellerY.

Today, different exchanges often use different names for the same company. But a new ads.txt model that uses sellers.json’s naming method will eradicate this problem.

A Better Framework for All 

Publishers often don’t have the tools or resources to effectively manage reseller relationships in a complex, highly technical setting. By allowing publishers to name companies instead of exchanges and seat IDs, we pass much of the technical responsibility of managing these relationships to ad tech companies that are more equipped to handle them.

Changing the infrastructure of ads.txt is extremely challenging and will require an industrywide commitment. But a big, one-time investment that results in better efficiency and trust for years may be worth it.

Previously published on AdExchanger’s “The Sell Sider” column. See the original publication here.

In the ever-evolving world of video advertising, publishers who have discovered the power of direct sales possess a secret weapon that sets them apart. Direct sales provide exclusive access between publishers and advertisers, allowing them to bypass the open marketplace and negotiate terms directly. These sales offer numerous benefits, including higher CPMs, which bring more value to publishers. When combined with private marketplace deals and open marketplace deals, direct sales can position publishers for a great shot at success. So, why have direct sales become the gold standard of ad tech?

Brand Awareness Campaigns

Brand awareness campaigns are aimed at increasing advertiser brand visibility and when it comes to video campaigns they are usually a marketers’ greatest asset. They prioritize high viewability rates, extensive reach, impressive completion rates, and favorable ROI. While video campaigns can definitely be effective for performance marketing, their main target is effectively connecting with specific audiences. Marketers use this as top-of-the-funnel marketing, to create demand that they’ll want to use other methods to collect later on down the line. Publishers should always keep in mind their marketers’ wants and needs when measuring the success of their direct sales deals. Publishers looking to get the most out of their video content should always think about the following key performance indicators (KPIs) that pertain to these campaigns. 

KPIs to Keep in Mind

Viewability

The proper placement of the video player on web pages ensures maximum visibility, which is crucial for effective video advertising. Strategic positioning, coupled with high-quality content, keep users engaged and the video player in sight. Also worth noting is that short-form videos capture the most attention, with two-thirds of consumers paying more attention to them than long-form videos.

Completion Rates

Completion rates reflect the percentage of viewers who watch the entire video, and higher completion rates are achieved when shorter videos captivate and hold viewers’ attention. Implementing floating or sticky video units that follow users as they scroll can dramatically boost completion rates, ensuring continuous engagement all the way through. Contextual matching can also help increase completion rates. 

The Right Audience

In video advertising, knowing your audience is akin to having a compass that guides you in the right direction. Signaling, or effective communication of audience characteristics to buyers, is crucial. By collecting audience information and leveraging first-party data, publishers can create robust contextual plans that capture the right people’s attention at the right time. To boost video conversions, create resonating content that aligns with your target audience. Leverage customer personas, gather feedback, and utilize social media, email, and your website to understand their preferences. Tailor your videos accordingly for increased engagement and KPIs.

Scale and Quality

Many top-tier publishers boast premium video content, but producing high-quality videos for every page can pose limitations. Consumers express their desire for more video content from businesses and brands they purchase from, with 91% of consumers stating they want to see more video content from brands. While maintaining quality is essential, publishers can strike a balance between quantity and quality by utilizing partnership solutions that offer technology alongside a great content library. Using a video player to run your existing content on more of your pages, when relevant, will also give you significant reach capabilities, maximizing your content’s exposure. These units provide engaging video experiences that seamlessly integrate into the page, satisfying advertisers’ needs for an attentive and captivated audience.

Direct Sales = Premium Experience

Direct sales provide exclusive access and advantages in video advertising, enabling publishers to increase revenue and efficiency. By going direct, publishers enjoy higher prices and enhanced operations, resulting in less waste, lower carbon emissions, and reduced fraud. Buyers may gain a ‘first look’ advantage, leading to more views and engagement.

In a recent survey, 6.2% of digital video advertising buyers planned to purchase more than 81% of their ads directly, showcasing a rising preference for buyer-to-publisher transactions. These survey results shed light on the dynamic nature of digital video advertising and the varied strategies advertisers are embracing.

Secure Your Place

As the video advertising industry evolves, direct sales, open marketplace (OMP), and private marketplace (PMP) models have emerged at the forefront. All methods of creating deals have their place in the industry, and what makes a publisher successful is using the best combination that works for them. Publishers who master the power of direct sales are poised for triumph, establishing stronger connections with advertisers, generating higher revenue, and delivering exceptional video ad experiences. With factors like supply path optimization (SPO), carbon emissions, and the deprecation of third-party cookies shaping the industry’s exclusive direction, embracing the potential of direct sales in video advertising secures your place at the forefront.

As video has evolved over the years, so have the advertising guidelines and categories that run with it. The IAB Tech Lab sets the global standard for the programmatic ecosystem and the latest video advertising specifications are a significant change for the ad tech and advertising industries. Our latest webinar, How to Navigate IAB Tech Lab’s New Video Specifications speaks about this topic in depth.

When the standard was set in August 2022, instream and outstream became extremely black-and-white categories. The Tech Lab initially sought to create a clearer separation between the two leading categories and to better define what constituted as instream video. Starting in October, a proposal was brought to broaden the video advertising definitions and create more nuance amongst the categories.

What Changed?

The update was not about adding more categories to the video advertising guidelines, but in fact, was more about changing the existing categories to create more refinement and clarity. This change was made by a working group in the Tech Lab in order to serve the industry’s needs better. 

The dichotomy between instream and outstream set back in 2022 was problematic for members of the programmatic supply chain. The reality of the video environment is that not all outstream should be treated the same, but with the previous specifications, there was no variation between what constituted as outstream. Now, with the new definitions, there are three “outstream” variations.

What are the New Definitions?

The updated definitions are as follows:

Instream

Pre-roll, mid-roll, and post-roll ads that are played before, during or after the streaming video content that the consumer has requested. Instream video must be set to “sound on” by default at player start,

or have explicitly clear user intent to watch the video content. While there may be other content surrounding the player, the video content must be the focus of the user’s visit. It should remain the primary content on the page and the only video player in-view capable of audio when playing. If the player converts to floating/sticky subsequent ad calls should accurately convey the updated player size.

Accompanying Content

Pre-roll, mid-roll, and post-roll ads that are played before, during, or after streaming video content. The video player loads and plays before, between, or after paragraphs of text or graphical content, and starts playing only when it enters the viewport. Accompanying content should only start playback upon entering the viewport. It may convert to a floating/sticky player as it scrolls off the page.

Interstitial

Video ads that are played without video content. During playback, it must be the primary focus of the page and take up the majority of the viewport and cannot be scrolled out of view. This can be in placements like in-app video or slideshows.

No Content/Standalone

Video ads that are played without streaming video content. This can be in placements like slideshows, native feeds, in-content or sticky/floating.

Why is This Important? 

Aside from broadening the video definitions, this change is significant from the prospect of the buy side and the sell side. Overall, the new specifications promote transparency on an industry-wide scale and are a step in the right direction toward clearer paths. 

For sellers, these specifications give a greater incentive to develop their video content experience. Without creating variation between outstream quality video and lower quality outstream that gives users a poor viewing experience, there is no reason for a seller to invest in content. The latest specs ensure that publishers and brands are motivated to invest in the best possible user experience they can offer. Users care about relevant, quality content, and their viewing experiences are key. Now, when publishers provide a better user experience, they receive higher CPMs for a video ad accompanied by real video content, versus other formats such as standalone ads. This is a true incentive that was previously slighted.

For buyers, this change is fundamental. Buyers want to know what they are buying. Allocating their budgets to inventory that is more clearly labeled adds a level of buying precision that was previously missing. The IAB Tech Lab’s specifications help buyers see what kind of inventory they are purchasing.

The changes are a big improvement to the industry standard, but they are constantly evolving and developing, just like the world of video. 

For a lot of us in the supply chain, our latest innovations can feel like brand-new sports cars on a bumpy, unpaved road. The supply chain is home to technology, creation, and collaboration, but unfortunately, it is also home to fraud, misinformation, and shady deals.

Supply Path Optimization, or SPO, means something else to every organization in the programmatic supply chain. Finding the most efficient and direct path is a goal that every company has to make sure there is no waste in their processes, whether it be time, resources, revenue, or inventory. Like many realities in ad tech, the industry seems to be failing publishers when it comes to SPO. They have yet to conquer the challenging task of deciding which exchanges and intermediaries are aiding their performance, and which are hurting it, and a lack of resources may be the culprit. 

The sell side is facing issues catching up to the buy side’s ability to optimize their processes. According to the most recent data by Sellers.guide, the average number of ads.txt lines in a publisher’s file is 459. In the last two years, this number has escalated by a growth rate of over 70%.  The supply chain is complicated – Jounce Media claims that over 60% of publishers work with over 10 exchanges. Creating connections within the supply chain to save revenue and streamline efficiency is the ultimate goal, but for publishers, knowing which partners are truly adding measurable value can be a struggle.

Direct vs. Profitability 

The most direct path is not always the most profitable. The simple answer for many organizations looking for the best SPO practice would be to try to find the most direct route from point A to point B. While there is something to that, trimming all of the meat in the middle – such as intermediaries and exchanges – can cause publishers to lose out on vital partnerships they need to thrive. 

The ultimate goal is to better understand where your resold inventory brings you value, and where it is potentially unnecessary or even hurtful. For intermediaries, there is a stronger need to reflect on their own SPO processes in order to add value to the supply path. 

Trust the Numbers.

There is no doubt that there is a lot of ad fraud and misrepresentation in the industry. Intermediaries and exchanges are not always trustworthy and that fact causes a lot of publishers to act with caution. The main question we all have to ask ourselves is: does this partnership add more value than it extracts in fees? If you can answer this question with ease, you’re golden. When publishers evaluate which partners to maintain and which to cut ties with, it is all a numbers game.

Partners should be A/B tested just like our marketing tools. If you leave 50% of your inventory with your partner and 50% without, the inventory that is more “direct” may not be the one with more value. Deciding which partners bring your company value trumps finding the most direct path. 

Here are some of the main questions all publishers should consider:

1. Who are you working with? Do you understand their business?
2. Is the deal that your partner offered you beneficial to both companies?
3. If your partner is a reseller, do you know who they are reselling to? 
4. Finally, do you trust the people you are working with and are their business interests aligned with your own? 

On the surface level of many companies, you see a product. But everything that is behind that technology is what really makes working with them worthwhile. The service and support they deliver, the innovative capabilities, the environments they cater to — that’s where the true value comes into play. If your partner’s rates aren’t worth the increase in revenue or their promises are not being fulfilled, they do not deserve access to your inventory. There are plenty of fish in the ad tech sea.

This article was previously published by Digiday and summarizes the Digiday Publishing Summit panel moderated by Maayan Segal, VP of Clients at Primis, with panelists Scott Solomon, VP of DV+ Platform at Magnite, and Matt Burgess, SVP of Revenue Operations at Freestar. 

 

2023 has been off to a busy start. With an influx in conferences, new regulations, and specifications, ad tech will be seeing industry-wide changes. When it comes to video, publishers should be on the lookout for a few key topics and obstacles that will most likely be prevalent throughout the year. The big question for many of us in the ad tech space will be how to navigate the changes this new year is bringing and optimize our successes.

 

Managing Competing Forces

Publishers are always balancing between user experience and monetization and looking to maximize their revenue to its full potential. One of the critical ways of ensuring success this year will be maintaining a favorable position in supply and demand. Total digital ad spending will grow by 10.5% this year, but not all publishers are experiencing the benefits of this growth. Video inventory isn’t seeing growth at the same rate as ad spending, and some publishers are missing out on potential revenue as a result. 

 

For publishers, monetization and user experience are the two most important things; matching ad monetization with native content will be one of the ways publishers can make both a priority, without sacrificing the other. Finding the right combination between the two is what serves best. Quality content and optimizing the right mix between player size and viewability are key. Finding a partner who delivers accurate and consistent reports will give the greatest overall yield.

 

The New New: Instream vs. Outstream

A majorly hot topic in the world of video is the new video specifications. IAB Tech Lab’s new definitions will affect the video revenue of every publisher. When the previous definitions were established in August, the criteria of what constituted as instream was narrowed, and about 90% of the video supply that would’ve otherwise been considered instream video, was categorized as outstream inventory. Many buyers only buy inventory classified as instream, so this reclassification became a threat to publisher revenue. This also left companies in a grey area, who didn’t quite feel that their inventory fell into either one of the existing definitions. Ad tech companies such as Primis and CafeMedia struggled in this in-between to understand where their inventory fit. Primis developed Primis Next, a video discovery technology built to serve relevant content to users. The innovation is nonintrusive and allows users to watch content on autoplay without sound, enabling the users to choose if they want to “stay” on the video or press “next” to skip to the upcoming video. The August definitions labeled this kind of inventory as outstream, placing it in the same category as other products that do not run alongside content.

 

One of the biggest changes of 2023 is the recent release of new definitions to better address the variety of video formats that exist. The new specifications will add a layer of transparency to the programmatic supply chain and help marketers purchase video inventory more efficiently and accurately. While this change is a net positive, publishers and exchanges will have to prepare their resources to shift their strategies in response. The cost of instream video is sure to rise as a result of the new specifications, putting it at a premium level above the rest.

 

SPO & Efficiency

Supply path optimization (SPO) is already important and becoming increasingly critical to publishers, but it means something different to every company. Many companies have been investing heavily in SPO for years already. SPO is not a one size fits all. Companies that evaluate their needs, know how to ebb and flow in this evolving landscape, and adjust their strategies accordingly are the ones that thrive. Efficiency, efficiency, efficiency. 

 

The challenge in SPO for publishers is evaluating the bang for their buck. Every organization on either end of the ad tech supply chain measures its efficiency by understanding what makes them achieve its goals faster, cheaper, and better. Though working with intermediaries might not be the most direct route from point A to point B, if they optimize processes, add valuable services or products, or maximize potential revenue, it is better to add a few more links to your path rather than sacrifice them for a shortcut. Aiming for the most direct path while ensuring every member of the supply path brings value is the ultimate goal. 

 

Looking to the Future 

The digital video landscape is evolving without a doubt, but one thing is certain: video is here to stay. The changing standards and technological innovations on the horizon will be challenging to navigate but will present publishers with new opportunities. All of these changes, along with the massive growth of CTV view time will present an opportunity of strengthening the supply chain while still giving users the video experience they love. From closed gardens to the open web, video has been on the rise and will continue to be a prosperous revenue stream for publishers this year.

Privacy regulations are spreading like wildfire across the globe. Europe led the way with bold steps toward digital protection, and America followed suit. The EU’s General Data Protection Regulation (GDPR) of 2016 and the California Consumer Privacy Act (CCPA) of 2018 laid the foundation for a new privacy standard, and now the ripple effect is spreading globally. But don’t blame Google for the changes—these privacy laws have pushed all companies to rethink how they handle user data, and Google is just one player in a larger regulatory shift.

Governmental regulations are leading the conversation. In 2023, we’ll see five new state privacy laws go into effect across the United States. The confusion building around the pressing topic of privacy and the adjacent incoming changes has been increasingly tangible for both consumers and the ad tech industry. Now, with these changes finally on the horizon, it’s time to ponder an important question, how does privacy really affect user experience? 

Putting Users First

Imagine you are scrolling through social media and the ad that pops up is for the new shampoo brand you have been dying to try. Are you happy because now you can click the link and finally buy it? Are you maybe a little bit creeped out? Now, imagine you are on your friend’s phone doing the same thing. Are their ads interesting to you? Are they relevant?

Third-party data has the potential to deliver users effective, targeted ads most of the time. By using this information, companies build better relationships with customers and users see ads that are relevant to them; this includes products, services, news updates, trend information, and anything else they could potentially have an interest in and that could add value to their lives. The increasing number of privacy walls could look like a step backward in user experience. According to Statista, 90% of consumers prefer a personalized experience while Epsilon’s latest report claims that 80% are more likely to do business with a company delivering the same. Without data, users won’t receive a personalized experience through seeing relevant ads. This is a vantage point not receiving enough attention from lawmakers and organizations bidding to dismantle cookies. 

The increasing regulations force companies to consider how to use data in a way that users will be comfortable with, especially in regard to sensitive information. In a recent report by Cisco, over 80% of respondents said that the way a company treats their personal data is indicative of the way it views them as a customer. For publishers, first-party cookies are mainly provided by the user and allow their sites to run smoothly. But, when it comes to third-party cookies, a lack of transparency can make users feel that they are not in control of their data and cause them to distrust advertisers. 

The IAB Tech Lab has been making strides to ensure that there is data use transparency for users in the digital advertising supply chain for years now, setting standards for our industry. Increasing transparency increases trust, improving the overall relationship between a company and its users. For consumers, the main issue is being left in the dark about who has access to their data and what it is being used for. 

The Privacy Narrative

One of the most important aspects of a story is the narrator. As an industry, we have to consider who is telling the story of privacy. Erin Egan, VP and Chief Privacy Officer, Public Policy, at Meta gave an insightful talk at IAB’s ALM conference earlier this year. She dove into the concept of fear surrounding the conversation of the standards and how the state of tech failed to gain control of the narrative. “In my experience the only antidote to fear is understanding,” said Egan. Ad tech needs to explain the importance of digital advertising to lawmakers and other organizations in order to eradicate the fear behind these privacy rulings. 

There are agencies using data for the wrong reasons, but there are also agencies using data to better cater to their audiences. The picture being painted of money-hungry agencies hunting down user data for their own benefit is not an accurate depiction of our industry, and if we want to change it, we need to be more transparent. 

The Cookies Left in the Jar… 

Organizations will need to adapt quickly to adhere to the new mandates and maintain relevancy. For ad tech organizations and advertisers, third-party data may become a thing of the past sooner than we think. Not having access to this information in a cookie-less world will change the industry’s processes dramatically and have a real economic impact. 

Finally, companies wishing to make a difference before it is too late must get in touch with lawmakers. Government agencies need to understand that more privacy does not equal improved user experience. The bottom line is, we need ads on the open web. It’s the honest truth. Our industry needs to find a way to make sure ads survive while maintaining the delicate balance between not compromising user experience and keeping data safe. The quality of the consumer journey will be caught in the cross-fires of the privacy battle sooner or later, and the sooner ad tech can speak up, the better.

Now is the time to rethink your purpose at work. What would make your professional life more rewarding? Is there more that your company can take on?

A problem is the best catalyst. And luckily enough, there are quite a few to tackle in this day and age. As humans, most of us want to better ourselves, our communities, and our world. As business and industry leaders, we should be focusing on similar goals.

Putting “Purpose” in Your Plans

For those of us who do not work at a non-profit organization, most of our day-to-day revolves around revenue, spending, or profit, in one form or another. Money is usually the first thing on our minds. But, what we too oftentimes forget is that our complex business strategies can handle more than one objective; my suggestion is that you choose to incorporate a purpose beyond profit in yours. 

Purpose-driven initiatives weave together everyday business goals with meaningful missions. Charitable donations and once-off activities do not create the same support and commitment that is needed to sustain long-term change. That’s why purpose as a business strategy creates a more lasting impact on the world, and in turn, does the same for the company that implements it. 

Successful business strategies are usually more complex than a straight line leading from point A to point B. Creativity, collaboration, and thoughtfulness are just a few of the key ingredients for a valuable plan. Proving to your consumers and employees that you can use your place in the industry to do something meaningful may be the difference between major prosperity and merely skating by.

Stay Ahead of the Curve

Companies making a difference are not a new concept. Major companies have been incorporating sincere and effective initiatives into their business models for years. For publishers, adopting these practices can significantly boost brand loyalty amongst users by aligning with their values and expectations. Unilever-owned companies such as Dove have been prized for being outspoken about social issues.

 

The difference in recent years is that now, corporate responsibility is not optional. Employees, investors, and consumers are all demanding companies showcase their values and use their platforms and reach to create change. Staying quiet in the wake of controversy or avoiding environmental obligations is no longer acceptable. 

A survey by PwC revealed that 86% of employees want to work for or support companies whose values are aligned with their own. The best way to make a difference is to start from within. Communicate with your team. Understand their needs. Brainstorm solutions together.

Primis works closely with publishers on a daily basis. After years in the industry and speaking with our partners and clients day in and day out, we noticed a need: publishers did not know enough about ads.txt files or how to manage them properly. We discovered this information gap was affecting transparency and resulting in missing revenue for our publishers, and that was our catalyst. 

Two years ago, Primis created Sellers.guide to help our publishers and make the supply chain more transparent. We created this initiative to make an industry-wide change and help our community. Sellers.guide and its free tools have made Primis a more reputable name and have contributed immensely to our growth in the ad tech space.

Be the (Profitable) Change

Who said you need to forgo your company’s financial goals in order to make a difference? Find a way to make a change that makes sense for your organization. A company can keep meaningful efforts afloat for longer when it benefits everyone involved. Be the change, but make it profitable.

Once you identify a need that is meaningful to you and your company’s interests, think carefully about how to put a plan in action that stays true to your business model. Don’t just do something because “it looks good” to your market, be authentic – believe me, your consumers and employees will know the difference.

Advertising and ad tech companies have a lot of influence. Advertisers have been said to hold the magic wand of desire, pointing us all toward new trends and determining what we want and what we think we need. As a result, adopting Purpose as a Business Strategy has become crucial – with this power and reach, consumers expect companies to do their part and contribute to the greater social and environmental good.

Here are 5 companies that are holding up to their industry-wide responsibilities:

Good-Loop

Good-Loop is a UK-based advertising company. Their primary focus is tying charity and purpose to their brand mission. Purpose is a part of their business model and they effectively raise donations and ad engagement simultaneously as a result. Good-Loop donates 50% of all ad proceeds to various charities and uses its platforms to promote ethical accountability.

Scope3

Scope3 has been a hot name in ad tech this year. The company’s goal is to reduce carbon emissions in the advertising industry. The revolutionary mission is carried out by measuring end-to-end emissions throughout the supply chain. They have also partnered with reputable purpose-driven brands, such as Good-Loop, to make a greater impact.

GroupM

Another organization with aims to tackle decarbonization in the ad industry is GroupM. They focus on providing transparency and making waves in the media space through calculation and contextual reporting. The data and technological development that they have committed to, proves their innovation is constant and they are looking toward the future.

 

Purpose Disrupters

The self-proclaimed ‘radical’ Purpose Disrupters target the climate contributions that advertisers are responsible for. Their founders decided to take an issue they all felt strongly about, and took action. They believe the future of advertising can be green, and they want to be the ones to bring it there. By drawing attention to advertising’s carbon footprint and offering alternative methods, Purpose Disruptors aim to work with government agencies to change related policies.

Clean Creatives

Clean Creatives is comprised of a team of strategists, industry leaders, and creatives, who have renounced companies that are threatening the planet. They pride themselves on not working with fossil fuel clients and using climate activism to spread their message. Cutting out these clients is their way of committing to the values they preach and they are doing a stand-up job of sticking to them.