January AdTech Roundup: Key Highlights & Trends!

Hey DataBeat Community,

The new year is here, and with it comes fresh opportunities to excel in the ever-evolving AdTech landscape. This month, we’re diving into key AdTech updates to help you stay ahead. This month’s highlights include growth in ads.txt entries, tackling auction duplication challenges, and actionable strategies to navigate December’s CPM trends.

Plus, don’t miss our exciting announcement about Open Office Hours—your chance to connect with us directly!

Thank you for being a valued part of our community!

SSP Trends Report 

In December, we observed significant momentum in the sellers' ecosystem:

• 11,000+ New Ads.txt Entries: One of the most positive net changes seen this year, signaling growth and adaptability.

• Top Performers: Sovrn, Equativ, Pubmatic, and Magnite led the way in gaining new direct connections. Platforms like Gumgum and Improve Digital advanced to Tier-1, reflecting publishers' growing preference for robust AdStacks.

Auction Duplication Challenges

• Tier-1 SSPs often face auction duplication as they’re listed both as resellers and direct connections on domains.

• This issue not only impacts auction efficiency but also increases carbon emissions.

At DataBeat, we help SSPs streamline intermediaries and eliminate duplicates to optimize revenue and enhance green index scores. By leveraging our Competitive Intelligence (CI) Tool, you can effectively identify and address these challenges while maximizing your net revenue.

What this means for Sellers:
Focus on direct connections and choose intermediaries strategically to minimize duplication and maximize revenue potential.

Publisher Trends Report

December CPM Trends:

• MoM Declines: Display CPMs dropped by 3.5%, while Video CPMs saw a sharper decline of 9.9%, resulting in an overall drop of 3.7%.

• YoY Declines: Display CPMs fell by 11.2%, and Video CPMs plummeted by 34.4%, leading to a total YoY drop of 16.5%.

What’s driving this?

• Post-holiday seasonal dips in Q1 are typical, but this year’s sharp declines highlight shifting advertiser priorities.

• Publishers must adapt by diversifying demand sources and leveraging advanced techniques like floor price optimization and header bidding to stay competitive.

Actionable Strategies for Publishers:

1. Diversify your demand sources to ensure a steady revenue stream.

2. Fine-tune floor prices to maximize yield without sacrificing fill rates.

3. Adopt header bidding to increase competition and improve overall CPMs.  

Introducing Open Office Hours: Your chance to connect

Got questions or challenges in AdTech? We’re bringing you live, personalized, and completely FREE sessions where you can receive actionable tips from our expert team to elevate your ad revenue!

AdTech Tool of the month

Each month, we spotlight a standout tool from DataBeat’s innovative suite. This month, the star is Ingestion—Cost-Effective, Agile and Flexible ETL solution for all publishers/Ad networks teams and stakeholders!

Articles of the month

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